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在传统的经济学中,不论是完全竞争厂商或者是垄断厂商,边际成本一向为产品的定价基础;而信息产品本身成本结构的特殊性──边际成本趋近于零,使得如果厂商定价还以边际成本为基础的话,则显得毫无意义。资讯产品与一般传统的实体商品还有许多不同的特性,比如其属于经验性产品、有显著的套牢成本和明显的网络效果。这些特征再加上因特网时代的来临,使得资讯产品的交易成本下降幅度大于一般实体商品。因此,这些特性使得资讯产品在定价上也与传统方式有相当大的不同。本论文在探讨资讯产品特征的基础上给出资讯产品的定价策略。
In traditional economics, whether it is a perfect competitor or a monopoly, the marginal cost has always been the pricing basis for the product. The particularity of the cost structure of the information product itself - the marginal cost approaches to zero, so that if the manufacturer’s price The marginal cost-based, then it makes no sense. Information products and the general traditional physical products, there are many different characteristics, such as it belongs to the experience of products, there is a significant cost of caching and significant network effects. These features, combined with the advent of the Internet era, have caused transaction costs for information products to decline more than general physical goods. As a result, these features make information products quite different in pricing from traditional approaches. This paper gives the pricing strategy of information products based on the characteristics of information products.