网络信息商品定价策略研究

:20070127:(2006051):,,,:12(1.吉林大学,长春130000;2.吉林大学管理学院,长春130000)本文首先探讨了网络信息商品价格策略,着重分析了捆绑定价策略,多重定价策略,差别定价策略,通过对网络图书期刊广告等网络商品的定价研究,为网络信息商品的定价理论研究奠定了基础网络商品定价;网络信息商品定价策略;网络图书定价;网络期刊定价;网络广告定价;网络服务定价AbstractItdiscussesthefundamentaltheoryofnetworkinformationcommodity.Combiningthecharacteristicofnetworkinformationpriceitself,itputsforwardbundlingpricing,differentpricing,mulitiplepricing,discriminatingpricingstrategyandmethodofpricemaking.Atlast,itexplainshowtopricenetworkbook,journal,adverticecom-modity.Keywordsnetworkcommoditypricing;networkinformationcommoditypricestrategy;influencefactorsnet-workinformationcommoditypricing;networkbookpricing;networkjournalpricing;networkadverticepricingG203C1008-0821(2007)04-0089-031,,,,,,;;;;;,,,,,,,,,,,,,,,,:,,,,:11差别定价(DifferentPricing),,,(MultiplePricing)(DiscriminatingPricing),,,,111,;,,,,,,200744April2007No.4现代情报,,,,40%,,,,,,112,,,,:;,:,,,,,,,,,113,,,,,,,,,:,,,,114,,,,,,,,,,12捆绑定价策略(BundlingPricing),,Office,,,,,,,,,,,,,,,,,,,,,,,:(1),;(2),,;(3),,13版本价格策略,,,,,,,,,,,;,,,,,,,,:2,,,21网上期刊图书的定价,,现代情报200744April2007No.4;,,,,,,,;,,,,,;,;,,,,,,,,,,,,22网上广告的定价模式,,,,Hotwired,(banneradvertisement)(targetcommunica-tion),,,,,,:,,,,,,,,,,,,,[1]靖继鹏.应用信息经济学[M].北京:科学出版社,2002.[2](美国)卡尔夏皮罗,哈尔瓦里安.信息规则网络经济的策略指导[M].北京:中国人民大学出版社,2000.6.[3]黄璐,蒋瑛.信息产品多重价格定价模型研究[J].财经科学,2002,(4):63-66.[4]黄敏学,朱华伟,肖莉.国外网络价格研究成果评介[J].外国经济与管理,2003,25(6):45-48.[5]Varian,HR:1995PricinginformationgoodsProceedingsofScholarshipintheNewinformationEnvironmentSymposium,Har-vardLawSchool,May1995.[6]Varian,HR:1997Buying,sharyingandrentinginforma-tiongoodsWorkingPaper,shoolofinformationManagementandSystems,UniversityofCaliforniaatBerkeley,May1997.Avai-lableathttp:[7]TIMOTHYJ.TARDIFF:PricingUnbundledNetworkEle-mentsandtheFCCsTELRICRule:EconomicandModelingIs-sues.ReviewofNetworkEconomicsVol1,Issue2.2002:132-146.[8]FabioAncarani,VenkateshShankar.PriceLevelsandPriceDispersionontheInternet:AComparisonofPurePlayInternet.Bricks-andMortar,andBricks-and-ClicksRetailersBus-inessRessearehCenterWorkingPaper,2002.[9]ArunSundarajan.NonLinearPricingofInformationGoods.ManagementScience,2004,50(12):1660-1773.200744April2007No.4现代情报