信息产品多重价格定价模型研究

Research on the Multi-prices Pricing Model of Information Porduct

信息产品生产所具有的高固定成本和低边际成本特点使信息产品定价遇到了难题 ,它不适用于MR =MC =P的传统定价规则 ,在采用单一垄断价格时又会造成净损失。而信息产品的多重价格定价模型正可以改善净损失 ,提高社会效率 ,它实质上是一种“有利”的价格歧视。信息产品的生产者可以通过版本差异化策略形成顾客对产品价值认知的差异化 ,从而实现信息产品的多重价格。

Pricing the information products faces the difficulties, for the high fix-cost and the low Marginal cost make up of total cost of information product.The traditional pricing principle does not apply to information products, and the singular monopolistic price will lead to net loss. However, the multi-prices can improve the social efficiency. It is a kind of'benefic' price-discrimination. The producer can bring multi-price into effect through the tactics of edition difference, which can diversify the consumers' recognition of product values.