信息產(chǎn)品銷售的渠道選擇與版本化策略研究
發(fā)布時間：2018-12-31 14:58
【摘要】：在計算機(jī)與互聯(lián)網(wǎng)技術(shù)日益發(fā)達(dá)的今天，信息產(chǎn)品已經(jīng)成為人們生活中不可缺少的一部分。它在許多方面與傳統(tǒng)物質(zhì)型產(chǎn)品具有差異，最明顯的是它的零邊際生產(chǎn)成本，可復(fù)制性及網(wǎng)絡(luò)外部性等特征。正是由于這些差異，，使得信息產(chǎn)品的銷售具有其特殊性。本研究主要解決其銷售過程中的渠道選擇和版本化策略問題。從實現(xiàn)供應(yīng)商收益最大化角度出發(fā)，構(gòu)建了不同渠道和版本化策略下的收益模型，并通過解析法求解或數(shù)值實驗?zāi)M，來確定最佳銷售渠道和最優(yōu)版本化策略。為信息產(chǎn)品銷售提供理論指導(dǎo)和實踐建議。主要研究內(nèi)容如下： （1）比較了信息產(chǎn)品供應(yīng)商與零售商之間的產(chǎn)品銷售版權(quán)轉(zhuǎn)讓方式�？紤]由信息產(chǎn)品內(nèi)容提供商、零售商和消費(fèi)者構(gòu)成的供應(yīng)鏈結(jié)構(gòu)，其中供應(yīng)商為Stackelberg領(lǐng)導(dǎo)者。信息產(chǎn)品供應(yīng)商與零售商之間的兩種銷售版權(quán)轉(zhuǎn)讓方式：固定費(fèi)用定價（fixed-fee）和按份銷售定價（per-copy）。建立了兩種模式下的收益最大化模型，并在消費(fèi)者異質(zhì)化假設(shè)，且對產(chǎn)品評價值服從遞增失效函數(shù)的分布下，從收益、產(chǎn)品質(zhì)量及需求量等幾個方面進(jìn)行了比較。研究表明供應(yīng)商更愿意選擇固定費(fèi)用定價模式，而按份銷售定價模式更利于零售商，但從供應(yīng)鏈整體收益來看，固定費(fèi)用定價模式更有利。 （2）分析直銷渠道、零售渠道和雙重渠道三種渠道結(jié)構(gòu)對供應(yīng)商產(chǎn)品銷售收益的影響。通過對供應(yīng)商、零售商和消費(fèi)者的決策行為進(jìn)行分析，給出了供應(yīng)商通過直銷渠道和零售渠道銷售產(chǎn)品下的收益最優(yōu)化模型，并對結(jié)果進(jìn)行了比較。研究表明供應(yīng)商在面臨這些不同的銷售渠道和銷售方式時，品質(zhì)量、銷售價格以及消費(fèi)者對直銷渠道的接受程度等因素決定了最終的選擇方式。零售渠道下采用fixed-fee模式有利于供應(yīng)商，而在雙重渠道下，供應(yīng)商采用per-copy模式更有利。而且當(dāng)供應(yīng)商采用直銷渠道銷售高質(zhì)量產(chǎn)品,由零售渠道銷售較低質(zhì)量產(chǎn)品時,供應(yīng)商能獲得最大收益。 （3）得出了網(wǎng)絡(luò)外部性因素影響下的最優(yōu)版本化策略。在考慮消費(fèi)者在產(chǎn)品評價值和網(wǎng)絡(luò)外部性因素兩個維度存在差異化時，研究信息產(chǎn)品的版本化策略。通過比較單一版本策略、低版本免費(fèi)策略和低版本不免費(fèi)策略，發(fā)現(xiàn)版本化策略優(yōu)于單一版本銷售策略，不免費(fèi)策略優(yōu)于免費(fèi)策略。而在版本化策略下，產(chǎn)品收益會隨著產(chǎn)品質(zhì)量差異的增大而提高。實施低版本免費(fèi)策略的條件是兩個版本的質(zhì)量差異趨于無限大。之后考慮了正向和外向外部性同時存在的市場，研究發(fā)現(xiàn)不免費(fèi)策略仍然優(yōu)于免費(fèi)策略，而在負(fù)向外部性較大時，單一版本銷售是最優(yōu)策略。此外在“網(wǎng)絡(luò)外部性產(chǎn)生的附加價值小于產(chǎn)品自身價值”假設(shè)下研究了版本化策略，此時的結(jié)論是單一版本銷售卻是最優(yōu)策略。
[Abstract]:With the development of computer and Internet technology, information products have become an indispensable part of people's life. It is different from traditional material products in many aspects, the most obvious of which is its zero marginal production cost, reproducibility and network externality. It is because of these differences that the sale of information products has its particularity. This study mainly solves the problem of channel selection and versioning strategy in the process of sales. From the point of view of maximizing the profit of suppliers, the revenue models under different channels and versioning strategies are constructed, and the optimal sales channels and optimal versioning strategies are determined by analytical solution or numerical simulation. To provide theoretical guidance and practical advice for information product sales. The main contents are as follows: (1) We compare the ways of product sales copyright transfer between information product suppliers and retailers. Consider a supply chain structure consisting of information product content providers, retailers, and consumers, where Stackelberg is the leader. There are two ways of selling copyright transfer between information product suppliers and retailers: fixed fee pricing (fixed-fee) and share pricing (per-copy). In this paper, the profit maximization models of two models are established, and under the assumption of consumers' heterogeneity and the distribution of product evaluation value from the increasing failure function, the profit, product quality and demand are compared. The research shows that suppliers prefer to choose fixed cost pricing mode, but fixed cost pricing model is more favorable from the overall income of supply chain. (2) analyze the influence of direct marketing channel, retail channel and dual channel structure on the sales income of supplier's products. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The research shows that when the supplier is faced with these different sales channels and sales methods, the quality of the product, the price of the sale and the acceptance of the direct selling channel by consumers determine the final choice. The fixed-fee model is beneficial to the supplier under retail channel, but the per-copy mode is more favorable to the supplier under the dual channel. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit. (3) the optimal versioning strategy under the influence of network externalities is obtained. When considering the difference between product evaluation value and network externality factor, this paper studies the strategy of information product versioning. By comparing the single version strategy, the low version free policy and the low version non-free policy, it is found that the version strategy is superior to the single version sales strategy, and the no free policy is superior to the free policy. Under the version strategy, the product income will increase with the increase of product quality difference. The condition for implementing a low version free policy is that the quality differences between the two versions tend to be infinite. After considering the market of both positive and extroverted externalities, it is found that the non-free strategy is still superior to the free strategy, but when the negative externality is large, the single version sales is the best strategy. In addition, under the assumption that the additional value generated by network externality is less than the value of the product itself, this paper studies the versioning strategy. The conclusion is that the single version sales is the optimal strategy.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274
本文編號：2396743
[Abstract]:With the development of computer and Internet technology, information products have become an indispensable part of people's life. It is different from traditional material products in many aspects, the most obvious of which is its zero marginal production cost, reproducibility and network externality. It is because of these differences that the sale of information products has its particularity. This study mainly solves the problem of channel selection and versioning strategy in the process of sales. From the point of view of maximizing the profit of suppliers, the revenue models under different channels and versioning strategies are constructed, and the optimal sales channels and optimal versioning strategies are determined by analytical solution or numerical simulation. To provide theoretical guidance and practical advice for information product sales. The main contents are as follows: (1) We compare the ways of product sales copyright transfer between information product suppliers and retailers. Consider a supply chain structure consisting of information product content providers, retailers, and consumers, where Stackelberg is the leader. There are two ways of selling copyright transfer between information product suppliers and retailers: fixed fee pricing (fixed-fee) and share pricing (per-copy). In this paper, the profit maximization models of two models are established, and under the assumption of consumers' heterogeneity and the distribution of product evaluation value from the increasing failure function, the profit, product quality and demand are compared. The research shows that suppliers prefer to choose fixed cost pricing mode, but fixed cost pricing model is more favorable from the overall income of supply chain. (2) analyze the influence of direct marketing channel, retail channel and dual channel structure on the sales income of supplier's products. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The research shows that when the supplier is faced with these different sales channels and sales methods, the quality of the product, the price of the sale and the acceptance of the direct selling channel by consumers determine the final choice. The fixed-fee model is beneficial to the supplier under retail channel, but the per-copy mode is more favorable to the supplier under the dual channel. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit. (3) the optimal versioning strategy under the influence of network externalities is obtained. When considering the difference between product evaluation value and network externality factor, this paper studies the strategy of information product versioning. By comparing the single version strategy, the low version free policy and the low version non-free policy, it is found that the version strategy is superior to the single version sales strategy, and the no free policy is superior to the free policy. Under the version strategy, the product income will increase with the increase of product quality difference. The condition for implementing a low version free policy is that the quality differences between the two versions tend to be infinite. After considering the market of both positive and extroverted externalities, it is found that the non-free strategy is still superior to the free strategy, but when the negative externality is large, the single version sales is the best strategy. In addition, under the assumption that the additional value generated by network externality is less than the value of the product itself, this paper studies the versioning strategy. The conclusion is that the single version sales is the optimal strategy.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 張帆,蔡虹;軟件盜版:公司的戰(zhàn)略選擇與政府政策的選擇分析[J];管理工程學(xué)報;2005年04期
2 張宇;唐小我;;在線信息產(chǎn)品定價策略綜述[J];管理學(xué)報;2006年02期
3 林家寶;魯耀斌;張龍;;移動服務(wù)供應(yīng)鏈的收益分配機(jī)制研究[J];管理學(xué)報;2009年07期
4 鄭惠莉,達(dá)慶利;移動互聯(lián)網(wǎng)供應(yīng)鏈協(xié)調(diào)機(jī)制研究[J];管理科學(xué)學(xué)報;2005年05期
5 張軍;姜建強(qiáng);;信息產(chǎn)品的共享及其組織方式:一個經(jīng)濟(jì)分析[J];經(jīng)濟(jì)學(xué)(季刊);2002年03期
6 張帆;劉新梅;;網(wǎng)絡(luò)產(chǎn)品、信息產(chǎn)品、知識產(chǎn)品和數(shù)字產(chǎn)品的特征比較分析[J];科技管理研究;2007年08期
7 鄭昶;徐曉燕;;數(shù)字產(chǎn)品盜版:基于Hotelling模型的競爭分析和政府政策的選擇[J];科學(xué)學(xué)與科學(xué)技術(shù)管理;2012年04期
8 馬費(fèi)成,裴雷;信息資源共享及其效率分析[J];情報科學(xué);2004年01期
9 萬威武,李浩亭,丁自改;信息產(chǎn)品的概念、生產(chǎn)模式及生產(chǎn)機(jī)制[J];情報雜志;1995年05期
10 彭賡,寇紀(jì)淞,李敏強(qiáng);信息商品捆綁銷售與歧視定價分析[J];系統(tǒng)工程學(xué)報;2001年01期
本文編號：2396743
本文鏈接：http://sikaile.net/guanlilunwen/gongyinglianguanli/2396743.html
最近更新
教材專著
