發(fā)布時(shí)間：2018-05-14 14:16

  本文選題：在線教育產(chǎn)品 + 用戶感知價(jià)值�。� 參考：《寧波大學(xué)》2015年碩士論文

【摘要】：隨著電子商務(wù)快速發(fā)展,在線教育行業(yè)成為了互聯(lián)網(wǎng)企業(yè)紛紛涉足的朝陽產(chǎn)業(yè),然而初創(chuàng)期的行業(yè)環(huán)境使得整體盈利情況并不理想。本文以在線教育產(chǎn)品為研究對(duì)象,以期為在線教育產(chǎn)品定價(jià)提供一種思路,以改善盈利情況。在線教育產(chǎn)品是在互聯(lián)網(wǎng)技術(shù)高速發(fā)展起來的產(chǎn)物,由于一系列的新特征,使得傳統(tǒng)邊際成本定價(jià)方法失效。因此,本文將圍繞用戶感知價(jià)值為重要定價(jià)因素進(jìn)行產(chǎn)品定價(jià)研究。首先,本文以價(jià)值理論、用戶感知價(jià)值理論以及信息產(chǎn)品定價(jià)研究為理論基礎(chǔ),從而來確定在線教育產(chǎn)品可研究方向。接著本文形成了一個(gè)以產(chǎn)品—環(huán)境—“人”為主要內(nèi)容的研究環(huán),構(gòu)成定價(jià)影響因素。在這部分中,本文主要深入探析在線教育產(chǎn)品的基本特性與產(chǎn)品構(gòu)成層次,選取了在線教育產(chǎn)品所處的行業(yè)大環(huán)境以及外部宏觀環(huán)境。本文還闡述了各類政策、信息技術(shù)等對(duì)該行業(yè)發(fā)展支撐作用,并且對(duì)供應(yīng)商和企業(yè)用戶進(jìn)行了分析。然后,本文進(jìn)一步研究了基于用戶感知價(jià)值的在線教育產(chǎn)品定價(jià)基礎(chǔ),分析用戶感知價(jià)值與產(chǎn)品定價(jià)之間的關(guān)系。隨后,以單邊市場(chǎng)和雙邊市場(chǎng)為研究背景,企業(yè)利潤(rùn)最大化為基礎(chǔ),構(gòu)建了在線教育產(chǎn)品定價(jià)模型,提出應(yīng)用于初創(chuàng)期的在線教育產(chǎn)品的多元化定價(jià)策略。最后,在本文末尾總結(jié)了本文局限性以及在線教育產(chǎn)品定價(jià)可進(jìn)一步研究的方向。本文主要?jiǎng)?chuàng)新點(diǎn)包括了兩方面:一是在已有的用戶感知價(jià)值理論與利潤(rùn)函數(shù)理念下構(gòu)建了單邊市場(chǎng)下的在線教育產(chǎn)品定價(jià)模型。在此基礎(chǔ)上又引入了雙邊市場(chǎng)理論構(gòu)建定價(jià)模型,發(fā)現(xiàn)用戶感知價(jià)值理論下兩種市場(chǎng)下價(jià)格之間的關(guān)系;二是在用戶感知價(jià)值理論下,證明了邊緣用戶為定價(jià)研究對(duì)象的理論可行性。
[Abstract]:With the rapid development of electronic commerce, online education industry has become the sunrise industry that Internet enterprises have set foot in one after another. However, the initial industry environment makes the overall profit situation is not ideal. This paper takes online education product as the research object, hoping to provide a way of thinking for online education product pricing, in order to improve the profit situation. The product of online education is a result of the rapid development of Internet technology. Because of a series of new features, the traditional marginal cost pricing method is ineffective. Therefore, this paper will focus on the user perceived value as an important pricing factor for product pricing. Firstly, based on the theory of value theory, user perceived value theory and information product pricing, this paper determines the research direction of online educational products. Then this paper forms a product-environment-"people" as the main content of the research ring, constitute pricing factors. In this part, this paper mainly analyzes the basic characteristics and product structure of online education products, and selects the industry environment and external macro environment of online education products. This paper also expounds the supporting role of various policies and information technology to the development of the industry, and analyzes the suppliers and enterprise users. Then, this paper further studies the pricing basis of online educational products based on user perceived value, and analyzes the relationship between user perceived value and product pricing. Then, on the basis of unilateral market and bilateral market, the pricing model of online education product is constructed based on the maximization of enterprise profit, and the diversification pricing strategy of online education product applied to the initial stage is put forward. Finally, at the end of this paper, the limitations of this paper and online education product pricing can be further studied. The main innovations of this paper include two aspects: one is to construct the pricing model of online educational products under unilateral market under the theory of perceived value of users and the concept of profit function. On the basis of this, the paper introduces the two-sided market theory to construct the pricing model, and finds the relationship between the two kinds of market price under the user perceived value theory, and the second is under the user perception value theory. The theoretical feasibility of marginal user as the research object of pricing is proved.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G434;F724.6

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本文編號(hào)：1888189