数字产品动态定价策略及其应用分析.pdfVIP

要 进入到20 世纪90 年代以来，Internet 在全球迅猛发展。越来越多的产品通过 电子商务进行交易。电子商务进行普通产品交易的同时，也带来了非常适合在 Internet 上销售的数字产品。网络经济的特征之一就是数字产品的出现，它改变了 传统市场中产品的定义和基本特征，这些产品可以通过比特流在虚拟的世界中进 行生产和消费。 数字产品的范围不断扩大，涉及到社会生活的各个方面。产品定价是企业最 重要的决策之一。数字产品的高固定成本、低边际成本的成本结构导致了传统的 供求曲线和均衡分析的失灵，使得传统的边际成本定价不适用于数字产品。生产 数字产品的企业越来越多，有必要针对数字产品的定价提出一些可行的定价策略。 目前针对数字产品的特点，免费策略、捆绑定价等定价方法在数字产品中已经得 到了很好的应用。 随着在线交易的快速增长,传统的动态定价机制被 入在线世界。Internet 赋予 了动态定价机制新的内涵;反过来,动态定价机制促进了电子商务的发展。数字产品 所具有的特征使得数字产品的定价表现出灵活多变的特点。动态定价的 入能进 一步丰富数字产品的定价策略。 本文首先分析了数字产品的特征，从经济学的角度对传统产品和数字产品的 成本及供求关系分别进行了分析，提出数字产品定价的独特之处。然后论述了影 响数字产品定价的因素及几种常用定价方法，提出将动态定价策略应用于数字产 品的定价中，尝试给出了几种动态定价方法，并对动态定价的利弊做了一定的分 析。最后用美国航空的例子分析了动态定价的可行性和实用性。 关键词： 数字产品 动态定价 电子商务 1 Abstract Internet has been developing rapidly in the globe since the 1990s. More and more products are traded through E-commerce. E-commerce not only deals in ordinary products, but also trades digital products which are quite suitable for online sales. One of the characteristics of the Internet economy is the emergence of digital products, which changes the definition and basic features of products in traditional market and these products can be produced and consumed through bit stream in the virtual world. Digital products continue to expand its scopes and involves in all aspects of social life. Products pricing is one of the most important decision-making factors of enterprises. Cost structure of high fixed costs and low marginal costs of digital products lead to the malfunction of the traditional supply and demand curves and balance analysis, then the traditional marginal cost pricing cannot be applied to digital products. There are more and more enterprises producing digital products, so it is necessary to address some feasible pricing strategy in digital products pricing. At pre