| 网络信息产品市场的定价模式 |
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| 引用本文： | 干春晖,钮继新.网络信息产品市场的定价模式[J].中国工业经济,2003(5):34-41. |
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| 作者姓名： | 干春晖 钮继新 |
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| 作者单位： | 上海财经大学国际工商管理学院,上海市,200433 |
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| 基金项目： | 上海市“曙光计划”项目“我国发展电子商务的障碍与对策的经济学分析”(批准号 :2 0 0 0SG3 4) |
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| 摘 要： | 信息产品的特性要求产品定价依据从边际成本转向消费者支付意愿，但消费者对信息产品的支付意愿往往差别很大，这要求供应商通过产品差别化与差别定价获得尽量多的消费者剩余，保证收回成本与实现利润最大化。信息产品特性和网络市场的技术特点决定了差别定价将是网络信息产品市场的主要定价模式。本文主要介绍了版本划分和捆绑销售等差别定价模式在网络信息产品市场的应用。
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| 关 键 词： | 网络信息产品市场 定价模式 差别定价 版本划分 捆绑销售 网络特性 产品差别化 销售机制 |
| 文章编号： | 1006-480X(2003)05-0034-08 |
Pricing Patterns of Electronic Market for Information Goods |
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| GAN Chun-hui NIU Ji-xin.Pricing Patterns of Electronic Market for Information Goods[J].China Industrial Economy,2003(5):34-41. |
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| Authors: | GAN Chun-hui NIU Ji-xin |
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| Abstract: | The characteristics of information goods require pricing based on consumers' willingness to pay replace pricing based on marginal production cast. Consumers are highly heterogeneous in valuating information goods' utility, which imply the great variation for pricing arrangement for information goods. Information goods providers can serve the whole market through carrying out price discrimination together with product differentiation. Discriminative pricing will thrive in electronic market for information goods due to characteristics of information goods and Internet. And that is the basic conclusion of the dissertation. |
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| Keywords: | information goods differential pricing bundling |
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