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信息商品具有与有形商品不同的特点 :投入固定成本高 ,再生产的边际成本低等 ,使得有形商品的基于成本的定价理论不适用于信息商品 .信息商品在定价和销售方面必须以新的方式进行 .捆绑式销售是当前比较流行的信息商品销售方法之一 ,这种方法充分考虑了生产时的低边际成本 .本文分析了信息商品捆绑式销售原因 ,提出了捆绑式销售的基本模型 ,研究了捆绑式销售的歧视定价策略
Information goods have the characteristics of different from tangible goods: high input fixed cost and low marginal cost of reproduction make the theory of cost-based pricing of tangible goods not applicable to information goods, and the information goods must be carried out in a new way in terms of pricing and sales Bundled sales is one of the most popular ways to sell information products at present, and this method fully considers the low marginal cost of production.This paper analyzes the reasons for the bundled sales of information goods, puts forward the basic model of bundled sales, Discrimination pricing strategy for bundled sales