数字图书的定价策略分析 毕业论文.doc

摘要 随着网络的发展,数字阅读已经成为人们获取信息的重要方式。数字图书以成本低、传播快、携带方便、价格便宜等一系列鲜明特点,正逐渐受到人们的欢迎，数字图书正在逐渐改变着我们的阅读方式和书籍消费方式。数字图书的价格方面的优势成为其扩大市场的关键因素。本文把中国数字图书市场作为研究对象，在对数字图书发展现状分析的基础上，提出数字图书不同于传统图书的新属性，并按照数字图书现有的形态，把数字图书分为数字图书 1.0、数字图书 2.0 和数字图书 3.0 三个种类，继而对三种形态数字图书所对应的三个数字图书市场定价策略等进行分析，重点描述了数字图书的消费者心理分析和数字图书定价存在的问题。同时结合我国数字图书的定价现状，提出了符合数字图书自身特点的定价策略。 关键词:数字图书;价格策略; 消费者心理; Abstract With the development of network, digital reading has become an important way for people to obtain information. Digital Book low cost, spread fast, portable, inexpensive and a series of distinctive characteristics, is gradually welcomed by people, digital books are progressively changing our way of reading and books consumption. Digital book price advantage to become a key factor in its expanded market. This digital book market to China as the research object, the development status of digital books based on the analysis presented books digital books Unlike traditional new property, and in accordance with the existing form of digital books, digital books into the digital book 1.0, digital Book 2.0 and 3.0 three types of digital books, digital books, and then the three forms corresponding to the three digital book market pricing strategies were analyzed, focusing on consumer digital book describes the psychological analysis and digital book pricing problems. Combined with our digital book pricing situation, put forward its own characteristics in line digital book pricing strategy. Keywords: digital books; pricing strategies; Consumer Psychology 1 绪论 4 1.1 研究内容和研究意义 4 1.1.1研究内容 4 1.1.2研究意义 4 1.2研究思路和研究框架 4 1.3 研究方法 5 2 数字图书定价概述 5 2.1数字图书的概念及现状 5 2.1.1数字图书的概念 5 2.1.2数字图书的优越性分析 6 2.1.3数字图书发展现状 6 2.2数字图书类型分析 7 2.2.1数字图书1.0 7 2.2.2数字图书2.0 8 2.2.3数字图书3.0 8 2.3影响数字图书价格的主要因素 9 2.3.1成本因素 9 2.3 .2图书价值因素 10 2.3.3图书价格弹性因素 10 3 数字图书现有定价策略分析 11 3.1数字图书三个市场的定价策略 11 3.1.1数字图书1.0：价格歧视策略的运用 11 3.1.2数字图书2.0：创新的定价方式 12 3.1.3数字图书3.0：综合的定价策略 13 3.2 数字图书定价存在的问题 14 3.2.1版权问题 14 3.2.2数字图书阅读器的价格问题 14 3.2.3.网络图书购买的支付手段问题 14 3.3数字图书的消费