【摘要】：由于信息產(chǎn)品具有固定成本高,邊際成本低的特性,在普通產(chǎn)品中適用的定價(jià)理論在信息產(chǎn)品的定價(jià)中造成了無效的局面。而隨著互聯(lián)網(wǎng)的進(jìn)一步普及和網(wǎng)絡(luò)信息產(chǎn)品的廣泛應(yīng)用,信息產(chǎn)品的定價(jià)越來越成為需要探討的問題。現(xiàn)有的定價(jià)方法主要集中于定價(jià)策略與理論的探討,本文主要通過模型的建立和用戶感知價(jià)值的引入,對(duì)信息產(chǎn)品的定價(jià)進(jìn)行了分析。 本文引入了用戶感知理論為基礎(chǔ),充分考慮了網(wǎng)絡(luò)信息產(chǎn)品的特性,提出了基于用戶感知價(jià)值網(wǎng)絡(luò)信息產(chǎn)品的差別定價(jià)和捆綁定價(jià)模型。該定價(jià)模型以用戶感知價(jià)值為決策依據(jù),通過差別定價(jià)模型以及捆綁定價(jià)模型的建立,分別得到了針對(duì)信息服務(wù)商利潤(rùn)最大化時(shí),定價(jià)模型與用戶感知價(jià)值的結(jié)合點(diǎn),從而可以在實(shí)際中更加方便地對(duì)網(wǎng)絡(luò)信息產(chǎn)品的定價(jià)加以應(yīng)用。本研究的主要工作包括了以下的幾點(diǎn):一是對(duì)信息產(chǎn)品的定義、特性、常用定價(jià)方式,用戶感知的概念、影響因素進(jìn)行了梳理總結(jié),將各概念更加清晰地加以表示;二是對(duì)網(wǎng)絡(luò)信息用戶的感知價(jià)值模型進(jìn)行了擴(kuò)展,并且通過歸納和抽象,分別得到了在差別定價(jià)和捆綁定價(jià)時(shí)的定價(jià)模型;三是通過實(shí)際企業(yè)中的調(diào)研數(shù)據(jù),依照得到的模型,對(duì)于視頻產(chǎn)品的定價(jià)策略進(jìn)行了制定與應(yīng)用。 本文主要?jiǎng)?chuàng)新點(diǎn)包括了兩方面:一是對(duì)于差別定價(jià)和捆綁定價(jià)模型的擴(kuò)展,使之更加符合通用的情況;二是將用戶感知價(jià)值作為重要的參數(shù)代數(shù),將用戶的需求通過量化的方式進(jìn)行了定義。 通過本文的研究,得到了可供企業(yè)應(yīng)用信息產(chǎn)品定價(jià)的模型,并且將定價(jià)模型與用戶的感知價(jià)值進(jìn)行了有效的聯(lián)系。除了對(duì)于企業(yè)的應(yīng)用有著實(shí)踐和借鑒意義外,在理論層面也存在著參考價(jià)值。同時(shí),本研究認(rèn)為,若從用戶的需求出發(fā),將用戶的需求通過感知價(jià)值的方式得以表達(dá),將達(dá)到供給和需求方的價(jià)值和剩余價(jià)值的最大化滿足。
[Abstract]:Because information products have the characteristics of high fixed cost and low marginal cost, the pricing theory applied in ordinary products has caused an invalid situation in the pricing of information products. With the further popularization of the Internet and the wide application of network information products, the pricing of information products has become a problem that needs to be discussed more and more. The existing pricing methods mainly focus on the discussion of pricing strategy and theory. This paper mainly analyzes the pricing of information products through the establishment of models and the introduction of user perceived value. This paper introduces the theory of user perception, fully considers the characteristics of network information products, and puts forward a model of differential pricing and bundling pricing based on user perceived value. The pricing model is based on user perceived value. Through the establishment of differential pricing model and bundled pricing model, the combination of pricing model and user perceived value is obtained respectively when the profit of information service provider is maximized. Thus, the pricing of network information products can be applied more conveniently in practice. The main work of this study includes the following points: first, the definition of information products, characteristics, common pricing methods, the concept of user perception, influencing factors are summarized, and the concepts are expressed more clearly; The second is to extend the perceived value model of network information users, and through induction and abstraction, we get the pricing model of differential pricing and bundled pricing respectively; third, through the actual enterprise survey data, according to the obtained model, The pricing strategy of video products is formulated and applied. The main innovations of this paper include two aspects: one is the extension of differential pricing and bundled pricing model to make it more in line with the general situation, the other is to regard user perceived value as an important parameter algebra. The requirements of the user are defined in a quantitative way. Through the research of this paper, we get the pricing model of the information products that can be applied by enterprises, and make an effective connection between the pricing model and the perceived value of users. In addition to the practical and reference significance for the application of enterprises, there is also reference value in theory. At the same time, this study holds that if the user's demand is expressed through the way of perceived value, it will achieve the maximum satisfaction of the supply and demand side value and surplus value.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F49

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