|
|
|
| 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 |
|
|
|
|
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.
|
|
Received: 14 May 2018
|
|
|
|
|
|
|
