数字产品定价问题初探

作为网络经济条件下一种新的产品形式,数字产品的定价不同于传统实物产品,特殊的成本结构使其无法以边际成本定价,需要更多的考虑需求因素。数字产品主要有垄断竞争和寡头垄断两种可持续的市场结构,其对应的典型定价形式分别为差别化定价和限制性定价,在技术创新力量的作用下,数字产品的市场结构由垄断竞争向寡头垄断再依次向新的垄断竞争转换。     

新产品开发过程中的战略均衡研究

基于企业促销和广告宣传能提高消费者心目中的新产品质量水平,而将市场阶段细分为上市初期阶段和中后期阶段。考虑到上市初期阶段新产品质量的提高会影响产品需求率,进而影响企业收益和成本,建立基本产品、新产品和竞争产品并存下的企业利润模型,研究了新产品开发时间与质量之间的平衡问题,并分析了上市初期阶段产品质量的提高对企业利润和营销战略的影响。     

闭环供应链中再制造产品的价格歧视策略

主要研究闭环供应链中再制造产品的一级价格歧视策略。在考虑广告宣传影响消费者对产品质量期望的基础上,采用3阶段的动态博弈模型,得出了新件制造商的长远价格和质量决策;以及存在数量约束条件时,再制造商的最优市场覆盖选择,和双方的最优定价策略及质量水平,并探讨了广告对双方决策的影响。     

数字产品及其定价策略

数字产品具有与传统产品不同的物理和经济特征，这就决定数字产品不适合采用边际成本定价策略，而更适合采用市场价值定价策略，主要包括个性化定价策略、群体定价策略、版本划分策略、转换成本与锁定策略。     

在线视频内容差异化定价分析--基于能力约束角度

文章对视频内容垂直差异化定价机制进行了创新，将同时考虑质量差异化与能力约束对内容产品定价的影响。文章拟建立一个双寡头竞争环境下的三阶段博弈模型，通过构建加入质量差异化与能力约束条件的视频内容子博弈模型，分析视频内容平台的定价与竞争策略。结论显示，在信息对称的条件下，考虑能力约束的竞争平台提供高低不同质量的视频内容均可达到子博弈均衡。选择低质量内容的平台依然可以获得单调递增的收益，并会模仿高质量平台提供的内容模式。也即是能力约束将使内容平台提供高质量内容的意愿消除，选择提供无差异化的低质量内容产品。     

竞争盗版市场下的信息产品定价与盗版防御策略研究

以竞争的信息产品盗版市场为研究背景,从消费者效用函数出发,通过建立两阶段博弈模型分析了正版厂商的反盗版努力和政府的知识产权保护状况对正版厂商的定价策略和盗版防御策略选择的影响.研究表明:反映政府知识产权保护程度的盗版成本系数和盗版质量是影响正版厂商定价与盗版防范策略的重要因素.关于取不同的数值区间时,正版厂商的盗版防范策略各不相同.     

基于产品差异化的乘用车产品定价策略研究

我国乘用车市场的产品之间存在三种产品差异,即垂直差异、水平差异和信息差异。垂直差异存在于不同细分市场的产品之间,水平差异存在于同一细分市场的产品之间,而信息差异使得所有产品分为领导产品和跟随产品两大类型。这三种差异的存在使得企业只有根据自身产品的情况合理地制定价格才能实现利润最大化。如果企业的产品是跟随产品,则它应该以同细分市场的领导产品为标杆制定价格。如果企业的产品是领导产品,则它应该与相关细分市场的领导产品保持合理价差。上海大众汽车公司自2001年以来的主要产品的定价行为及效果,验证了该分析框架在现实中的有效性。     

基于企业目标的市场细分模型

市场细分是企业战略营销的起点。传统的市场细分是从客户的视角出发,目的是识别和描绘有着不同的产品或服务需求的客户群,着眼于将总需求分割为用一些公用特征确定的相对同质的细分,并以此来解释和预测客户的反映（Kelly E．Fish）。市场细分最初是被用于针对特殊需求的目标客户群,强调产品差异的广告决策,此后的市场细分研究被用于新产品概念的设计（创新、定价）、新产品市场导人（渠道选择、新业务流程）等新的市场营销领域。     

商业团购交易定价研究

商业团购是目前占主导地位的网络团购模式。本文在分析商业团购含义和特点的基础上,重点研究了商业团购交易定价的特点,认为商业团购的定价具有折扣较大、价格恒定及信息对称的特点;然后分析了影响商业团购交易定价的七种主要因素,包括供应商的成本大小、供应商团购的目标、团购网站的谈判能力、该地区竞争者数目、该商品或服务潜在消费者数目、商品或服务的差异化程度、该地区市场细分程度;最后利用多因素需求函数、多厂商联合定价的Bertrand竞争模型和决策收益矩阵给出商业团购交易定价的三种策略:需求定价策略、边际成本定价策略和目标导向定价策略。     

关于联通营销体制改革实践的探讨

近年来,我国通信行业竞争格局已经基本成型,发展水平也得到了相应的提升,依靠纯粹的模仿已经难以满足通信企业的发展需求,联通想要提升自己的竞争力,必须要对营销体制进行改革,这可以从几个方面进行整改：一、改革产品领域,提升市场竞争力;二、改革顾客领域,细分服务市场;三、改革营销模式,强化营销效果;四、改革渠道领域,提升营销渠道覆盖率;五、再造营销战略,明确优势资源;六、改革营销策略,促进企业发展。     

高科技产业新产品定价策略研究——基于系统动力学

新产品的开发对于高科技产业来说日趋重要，需要不断的努力和巨大的市场意识，系统的价格监测对于分割市场和合理配置资源具有很重要的意义，企业应该认真考虑以确定最优定价策略。本文在不同竞争环境下建立了不同定价策略对企业综合影响的系统动力学模型，在对模型模拟分析的基础上，研究了不同定价策略对企业的影响。结果表明，高科技产业新产品采用撇脂定价策略相对于渗透定价策略具有更大的优越性，并根据企业实际的定价能力，适当地延长撇脂时间和增大撇脂价格可以带来更大的经济效益。     

不确定情形下的市场定价机制:基于心理-权力框架对新古典价格理论的审视

现实市场存在严重的不确定性,供给成本、消费效用以及质量信号等都是价格的函数,从而也就无法基于供求曲线交叉来获得均衡价格.因此,在不确定的现实市场中,人们往往需要借助一定的锚定值来预测产品和劳务的价格并促成契约和交易.同时,不同产品的价格锚定值往往依赖于基于一定规则所形成的等级序列,进而形成锦标赛制的市场定价体系,即不同产品的价格水平和不同劳务的工资水平往往依赖于其所属等级.进而,锦标赛制定价所遵循的不是生产成本原则或劳动投入原则,也不是客观功用原则或产出贡献原则,从而往往既不公平也无效率.锦标赛制定价体系之所以流行,根本原因在于市场经济中的权力结构是不对称的;尤其是,权力碎片化发展使得极少数强势者拥有了市场定价的权力,而定价原则是基于特定主权者的利益最大化和少数富人的效用最大化.正是基于锚定效应和权力分析框架的结合,我们才可以揭示出不确定市场中统一的锦标赛制定价体系及其嵌入的利益导向.显然,这将有助于我们深入审视新古典经济学价格理论,识别现实市场中的厂商定价策略,更好地解释各种市场行为和竞争形态,同时有助于我们更深刻地洞识市场机制的内在缺陷,进而为市场监管和收入分配等公共政策提供依据和方向.     

Analysing remanufacturing decisions of supply chain members in uncertainty of consumer preferences

This article formulates a gaming model of the closed-loop supply chain with manufacturers (as the leader), sellers and consumers where consumers may or may not be willing to pay remunerative price for remanufactured products vis-à-vis new products. In the model, manufacturers produce new as well as remanufactured products, whereas sellers distribute them. In stable circumstances, this article presents the functional formula of the optimal manufacturing pricing decisions. The results show that when the cost of new products is significantly lower than that of remanufactured ones, manufacturers choose to produce new products only. When the difference between cost of new and remanufactured products is moderate, manufacturers tend to produce both new and remanufactured products, and in some regions, production of new and remanufactured products is proportional to each other. When the difference between cost of new and remanufactured products is enormous, their production and sale tend to stop. Also, this article analyses the effects of varying cost of new and remanufactured products and the recycling rate on pricing decisions of supply chain members. This article contributes to the management of manufacturers’ and sellers’ remanufacturing decisions and also provides advice on how governments can guide consumer preferences.     

价格歧视战略与福利效应分析

在完全竞争市场条件下 ,竞争均衡可实现帕累托最优效率。垄断市场一般很难提供价格等于边际成本的产量水平 ,其产量与价格选择对社会来说不是最优的。垄断厂商以内生范畴和外生范畴为基础对消费者进行分类 ,使得价格歧视成为一种可行战略。由于定价策略存在差异 ,不同类型的价格歧视便具有不同的福利效应。     

Pricing dynamics and product quality: the case of antidepressant drugs

The rising prices of pharmaceuticals have generated considerable, and often acrimonious, debate. Yet, there is little conceptual work or empirical evidence on pharmaceutical pricing strategies or on the time paths of these prices. This study provides a conceptual framework describing the interplay between quality and product differentiation in determining the preferred pricing strategy. We hypothesize that higher quality products will engage in price skimming strategies in markets where products are sufficiently differentiated, but will choose a market penetration strategy in markets that are less differentiated. We apply an empirical analysis to brand name antidepressants during the years 1999–2002, a market where differences in quality are modest. A nationally representative data set on drug utilization and expenditures is combined with a physician survey on the quality attributes of drugs to examine the effect of drug quality on pharmaceutical pricing strategies. Results indicate that higher quality antidepressants engage in a market penetration strategy, charging initially lower prices that rise over time. At approximately 6–7 years post-entry, prices of the antidepressant drugs examined converge. Prices of higher quality antidepressants continue to increase thereafter, eventually becoming the highest priced drugs in the therapeutic class. These findings are consistent with a market in which product differentiation is modest and consumers learn which drug works best for them through experience.     

An experimental study of price dispersion

We report an experiment examining a simple clearinghouse model that generates price dispersion. According to this model, price dispersion arises because of consumer heterogeneity—some consumers are “informed” and simply buy from the firm offering the lowest price, while the remaining consumers are “captive” and shop based on considerations other than price. In our experiment we observe substantial and persistent price dispersion. We find that, as predicted, an increase in the fraction of informed consumers leads to more competitive pricing for all consumers. We also find, as predicted, that when more firms enter the market, prices to informed consumers become more competitive while prices to captive customers become less competitive. Thus, our experiment provides strong support for the model's comparative static predictions about how changes in market structure affect pricing.     

Regulating prices for shifting between service providers

The price that a regulated access provider charges for shifting customers between service providers has significant welfare implications. Typical regulatory approaches to pricing, such as pricing based on fully allocated cost or incremental cost, ignore the characteristics of consumer demand. A theoretical alternative, Ramsey pricing, considers only the elasticity of demand for given products. This paper directs attention to the competitive process. Using US long-distance telephone services as an example, this paper shows how empirical evidence concerning customer acquisition costs, customer switching costs, and churn among service providers can help to inform price regulation.     

垄断竞争的电信业定价策略研究

讨论垄断竞争条件下电信业定价策略,对理解电信运营商的竞争行为、制定电信业竞争政策有重要的意义。本文将呼叫外部性引入模型,考察了呼叫方内部化接听方效用条件下企业定价策略,从而扩展了目前理论内容和结论。研究表明：当呼叫方内部化接听方的效用时,在线性定价条件下,电信运营商仍然会通过提高接入费进行合谋;在非线性定价条件下,由于电信运营商可以利用固定费进行市场份额的争夺,电信运营商不再有利用接入费进行合谋的动机;在基于终接网络的价格歧视条件下,当消费者接听效用接近于呼叫效用时,电信运营商将会通过制定无穷大的呼叫异网价格来获取更大的市场份额,因此网络联接发生了中断。     

数字产品定价中传统经济学方法失灵原因及定价策略

数字产品的高固定成本、低边际成本的成本结构导致了传统的供求曲线和均衡分析的失灵,使得传统的边际成本定价不适用于数字产品。数字产品定价中传统定价方法失灵的原因主要有：数字产品的网络外部性、成本结构的特殊性、需求曲线及供给曲线的变化、市场供求均衡的打破,研究表明采用产品差异化和差别定价、免费,捆绑销售、两段收费的定价策略有一定的积极意义。     

Strategic nonlinear pricing

The objective of this paper is to examine the role of nonlinear strategies in a standard oligopoly framework. We demonstrate that nonlinear pricing may indeed emerge as an equilibrium strategy, but only when firms produce differentiated products, when one firm retains market power due to a cost advantage, or as part of an equilibrium in mixed strategies. In addition, we examine the role of nonlinear pricing in a spatial-competition framework. Our main conclusion is that in highly competitive markets, nonlinear pricing strategies are not likely to emerge as an equilibrium.