管理学报
  125年6月1日 星期日
首页 |  期刊介绍 |  编 委 会 |  投稿须知 |  期刊订阅 |  广告服务 |  联系我们 |  留言板 | English
管理学报
信息与知识管理 最新目录| 下期目录| 过刊浏览| 高级检索 |
个性定制、价值感知与知识付费定价策略
刘征驰,马滔,申继禄
1.湖南大学经济与贸易学院; 2.湖南省物流信息与仿真技术重点实验室
Personality Customization, Value Perception, and Knowledge Payment Pricing Strategy
LIU Zhengchi,MA Tao,SHEN Jilu
1. Hunan University, Changsha, China; 2. Hunan Province Laboratory of Logistics Information and Simulation Technology, Changsha, China

全文: PDF (1329 KB)   HTML (1 KB) 
输出: BibTeX | EndNote (RIS)      
摘要 基于知识产品个性定制与消费者价值感知,提出知识付费定价策略选择逻辑。在此基础上,构建发布式定价与协商式定价数学模型,探讨不同定制化水平下两种定价策略的影响因素与采纳时机。研究发现:发布式定价下提供者收益取决于知识定制化水平和知识生产边际成本;协商式定价下提供者收益取决于知识生产边际成本、协商成本和消费者谈判力;在一定范围内,当知识定制化水平相对较低时,应采用发布式定价,反之则采用协商式定价;其作用机制为定制化水平提升增强消费者群体价值感知,在差别化定价的加速器作用下,协商式定价更具优势。
服务
把本文推荐给朋友
加入我的书架
加入引用管理器
E-mail Alert
RSS
作者相关文章
刘征驰
马滔
申继禄
关键词 知识付费 个性定制 价值感知 发布式定价 协商式定价    
Abstract:Based on the customization of knowledge production and the perceived value of consumer, a logic of selection of knowledge payment pricing strategy is proposed. To deeply discuss the influencing factors and timing of adoption of the two pricing strategies at different levels of customization, the mathematical models of fixed pricing and negotiated pricing were separately constructed. The comparing study shows that under the fixed pricing strategy, the provider’s yield depends on the level of knowledge customization and the marginal cost of knowledge production; under the negotiation pricing strategy, the provider’s yield depends on the marginal cost of knowledge production, negotiation cost and consumer’s bargaining power; within a certain range, when the level of knowledge customization is relatively low, a fixed pricing strategy should be adopted, otherwise a negotiated pricing strategy should be adopted. The influence mechanism is that the improvement of the knowledge customization standards will enhance the perceived value of the consumers, with the catalysis of differential pricing, the negotiated pricing has advantages over the other.
Key words knowledge payment    personalized customization    perceived value    fixed pricing    negotiated pricing   
收稿日期: 2018-05-14     
基金资助:国家自然科学基金资助国际合作项目(71420107027);国家自然科学基金资助面上项目(71771081);湖南省自然科学基金资助面上项目(2017JJ2037)
通讯作者: 刘征驰(1979~),男,湖南郴州人。湖南大学(长沙市410079)经济与贸易学院副教授、博士研究生导师,博士。研究方向为网络经济与现代服务业。     E-mail: liuzhengchi@gmail.com
引用本文:   
刘征驰,马滔,申继禄. 个性定制、价值感知与知识付费定价策略[J]. 管理学报, 2018, 15(12): 1846-. LIU Zhengchi,MA Tao,SHEN Jilu. Personality Customization, Value Perception, and Knowledge Payment Pricing Strategy. Chinese Journal of Management, 2018, 15(12): 1846-.
链接本文:  
http://manu68.magtech.com.cn/Jwk_glxb/CN/     或     http://manu68.magtech.com.cn/Jwk_glxb/CN/Y2018/V15/I12/1846
版权所有 © 《管理学报》编辑部
本系统由北京玛格泰克科技发展有限公司设计开发  技术支持:support@magtech.com.cn