电子商务环境下考虑成本和竞争的数字产品的定价

Pricing Digital Products with Cost and Competition Considered in Electronic Commerce

电子商务环境下,针对数字产品的种种特征,将竞争者的价格和数字产品的成本考虑到数字产品的定价中,采用带有权重的线性相加模型确定价格.根据数字产品需求依赖于时间、产品的流行程度和价格等特点,建立产品的销售模型.在描述详细算法后,以销售收益最大化为目标进行仿真计算.计算结果表明,考虑成本和竞争的数字产品的定价方案优于只考虑竞争或只考虑成本的定价方案,且在收敛速度和计算效率上也是可行的.该方案为数字产品定价提供一种可行的解决方案.

Pricing digital products in electronic commerce should use dynamically a weighted linear additivity model to reflect their features especially the cost and consider the competitors＇ pricing policy. According to the characteristics of time/fashion/ price-dependent demand, a sale model of digital products was developed with relevant algorithms described in detail. Some simulations were conducted to maximize the profit in an on-line market. The results showed that the pricing scheme based on the model considering both cost and competition is preferable to that based on the model only considering competition or cost, and the convergence rate of optimal price and computational efficiency of the model we developed is quite applicable, The model therefore provides a feasible solution for pricing digital products.