摘要
消费者感知价值是决定数字产品价格与发行时间的重要依据。但在现实当中,策略型消费者购买产品时会考虑感知价值的变动,从而使数字产品企业面临决策难题。为此,本文基于消费者的时变感知价值,构建了消费者的动态效用模型,并将此效用模型融入Bass扩散模型,进而构建了针对消费者策略性与多样性购买行为的数字产品企业最优决策模型。使用Lagrangian函数法求解该最优决策模型,分析了最优解对企业运营的启示,并对数字产品企业的决策提出以下建议:在发行时间方面,若消费者感知价值的变动速度较快,企业应尽量加快产品的迭代速度;反之,应谨慎发行新产品。在价格机制方面,当低端消费者具有较高的感知价值时,渗透定价优于撇脂定价;反之,撇脂定价优于渗透定价。
The perceived value of consumers is the important basis of the decision on digital product's price and launching timing.However,in reality,the strategic consumers would consider the variation of their perceived value when they purchase products,and this situation makes digital product firms face fierce challenges on the product's pricing and launching timing.We present the dynamic utility model in the context of the consumers' time-variable perceived value,and then incorporate the utility model with the Bass diffusion model.Based on the utility model and Bass model,we develop the optimal decision model of digital product firms facing consumers' strategic and diverse purchasing behavior.The decision model is solved using Lagrangian method,and we present a discussion on the managerial insights derived from the optimal solutions.The current work provides some suggestions for the decision of digital product firm:for the launching timing of digital product,if the variability of consumers' perceived value is high,the digital product firms should accelerate the iteration of products;otherwise,the digital product firms should be prudent in the launching of new product.And for the pricing strategy of digital product,if the perceived value of the low type consumers is sufficiently high,the penetration pricing dominates the skimming pricing;otherwise,the skimming pricing dominates the penetration pricing.
出处
《企业经济》
CSSCI
北大核心
2018年第12期85-91,共7页
Enterprise Economy
基金
国家社会科学基金项目"‘互联网+’条件下城乡流通一体化模式创新研究"(项目编号:16BJY123)
河北省软科学计划项目"Web 2.0时代的信息产品价格策略研究"(项目编号:16450124)
河北经贸大学校内科研基金项目"基于消费者价值共创行为的信息产品最优发行时间研究"(项目编号:2017KYY01)
关键词
数字产品
价格机制
发行时间
感知价值
策略型消费者
digital product
pricing mechanism
launching timing
perceived value
strategic consumers
