电子商务市场实施价格歧视的优势和障碍分析

电子商务企业实施价格歧视的优势是电子商务企业可以低成本识别消费者的需求意愿和防止消费者转售,其障碍是很难就同一种商品向不同的消费者索取不同的价格。通过对价格歧视类型及实现条件的分析,电子商务企业可以通过产品差异实现价格差异;利用＂激励相容＂机制,设计不同＂消费包＂,通过消费者的＂自我选择＂实现差别定价;提高消费者的转换成本等方式有效实施价格歧视。

Analysis on the Advantage and Obstacles of Price-discrimination Implementation in E- commerce Market

The advantage of E-commerce enterprise implementation of price discrimination is e-business can identify the consumers＇ demand will in low cost and prevent consumer resale,its obstacle is hard to charge different prices of the same kind of goods to different consumers.Through to the price discrimination type and realization condition analysis,e-business can achieve price difference through product difference,e-business also can achieve price discrimination by use the ＂incentive compatibility＂ mechanism,design different ＂consumption bag＂,though consumers ＂self-selected＂.Increase consumers＇ conversion cost is an effectively way of implementing the price discrimination.