信息产品的联合定价策略研究

发布时间：2018-05-26 00:34

本文选题：信息产品 + 联合定价　；参考：《厦门大学》2009年硕士论文

【摘要】： 随着信息技术的飞速发展,人类已经进入了信息经济时代,信息产品在市场中占据越来越重要的位置。如何对信息产品进行科学合理的定价,是关系到信息产业能否健康发展的重要问题。在对国内外大量相关文献研究的基础上,本文以信息产品为研究对象,提出了体现消费者主导性的联合定价策略模型,并从以下三个层次进行深入研究,对提高信息产品定价的合理性有一定指导意义。首先,文章阐述了信息产品的涵义,通过分析信息产品相关特性和市场结构,比较信息产品与传统产品的异同,指出了消费者对信息产品的主导作用,并认为传统的边际成本定价方式不能适用于信息产品。其次,分析单一定价、版本差别定价和捆绑定价的原理和方法,指出这三种主要定价方法对消费者都具有局限性,不能体现消费者在市场中的积极作用。并利用定性分析结合定量分析的方法,建立起实现消费者主导作用的联合定价策略模型。最后,在相关假设的基础上,文章通过对联合定价模型进行经济学分析和案例分析,认为有效运用联合定价策略会体现消费者在信息产品生产、定价过程中的主导作用,有助于减少市场中信息不对称的现象,提高信息产品市场效率,增加社会总福利。本文在以下两方面实现了创新: 一是在研究信息产品定价过程中,将消费者作为主导因素加入定价模型,体现了消费者在定价过程中越来越显著的作用;二是在构建策略流程的基础上,以现实中易于观察和调整的产品价格和组件数量为参数建立模型,并通过定性分析和定量分析相结合的方式对模型进行验证。
[Abstract]:With the rapid development of information technology, human beings have entered the era of information economy, and information products occupy more and more important position in the market. How to price information products scientifically and reasonably is an important problem related to the healthy development of information industry. On the basis of a large number of related literatures at home and abroad, this paper, taking information products as the research object, puts forward a joint pricing strategy model, which embodies consumer dominance, and makes a further study from the following three levels. It has certain guiding significance to improve the rationality of information product pricing. First of all, the paper expounds the meaning of information products, analyzes the characteristics and market structure of information products, compares the similarities and differences between information products and traditional products, and points out the leading role of consumers in information products. The traditional marginal cost pricing method can not be applied to information products. Secondly, this paper analyzes the principles and methods of single pricing, version differential pricing and bundling pricing, and points out that these three main pricing methods are limited to consumers and can not reflect the positive role of consumers in the market. Using qualitative analysis combined with quantitative analysis, a joint pricing strategy model is established to realize the consumer leading role. Finally, on the basis of the relevant assumptions, the paper analyzes the joint pricing model by economic analysis and case analysis, and concludes that the effective use of joint pricing strategy will reflect the leading role of consumers in the process of information product production and pricing. It can reduce the information asymmetry in the market, improve the market efficiency of information products and increase the total social welfare. This paper has realized the innovation in the following two aspects: One is to add consumers as the leading factor to the pricing process of information products, which reflects the more and more significant role of consumers in the pricing process; the other is on the basis of constructing the strategic process. The model is established by taking the price of products and the quantity of components which are easy to observe and adjust in reality as parameters, and the model is verified by the combination of qualitative analysis and quantitative analysis.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F062.5

【引证文献】