考虑消费者版权意识差异的信息产品定价策略  

The Pricing Strategy of Information Goods Considering the Consumer’s Copyright Consciousness

作　　者：张旭梅[1,2] 邓流生[1] 沈娜利[1] 陈伟[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400030 [2]重庆大学现代物流重庆市重点实验室,重庆400030

出　　处：《管理评论》2012年第8期128-134,共7页Management Review

基　　金：国家自然科学基金项目(70871128);国家863计划课题(2012AA040904)

摘　　要：依据消费者的版权意识差异将消费者细分为伦理消费者和普通消费者,研究了信息产品垄断厂商的最优定价策略及其对艺术创作者的影响。研究表明:垄断厂商的最优定价因消费者结构、市场敏感性等因素而存在较大差异,没有一个固定的定价策略。高价策略可以得到伦理消费者的支持,但当存在盗版威胁时,垄断厂商因普通消费者的价格敏感特性而面临利润损失,单位可变成本越低,利润损失越大。此外,艺术创作者的期望定价要低于垄断厂商的最优定价,提高版权费率并不能保证给艺术创作者带来收益增加,双方存在定价协调问题。Based on copyright consciousness difference,consumers are divided into ethical consumers and unethical consumers.The pricing strategy of information products monopolist and its impact on the creator are analyzed.The results show that the monopolists’ optimal pricing has a big difference because of consumer structure and market sensitivity,and there is no single fixed pricing strategy.High price strategy can win the support of the ethical consumer.But when there is a piracy threat,the monopolist may suffer loss of profits due to price sensitivity of general consumers,and the lower unit variable costs,the greater the loss of profits.In addition,creators’expected pricing should be lower than the monopolist’s optimal pricing.The improvement of copyright rate cannot guarantee increased revenue to the creator,so there is a need for pricing coordination.

关 键 词：信息产品 版权意识 定价策略 版权费 

分 类 号：F713.5[经济管理—市场营销] F204[经济管理—产业经济] F224