基于非线性边际支付意愿的信息产品定价策略研究

提出了非线性边际支付意愿假设,有效地克服了线性假设的缺陷;通过对消费者行为的分析,证明了每位消费者都存在理想消费量,且理想消费量是偏好参数的严格递增函数;通过对厂商行为的分析,证明了厂商的版本质量及其对应的价格都是偏好参数的非减函数;基于消费者和厂商行为的动态博弈分析,建立了信息产品定价策略的一般变分模型,并给出模型求解方法和计算结果. 模型结果表明,厂商的最优定价策略是：对于高端用户,厂商采取的是最大质量的固定定价策略;对于低端用户,厂商采取按质定价策略. 该结果对信息产品定价具有一定的指导意义.

Study of pricing policy of information goods on the basis of nonlinear marginal willingness to pay

Firstly, this paper puts forward the assumption of customers' nonlinear marginal willingness to pay, which can overcome the shortcomings of the linear assumption. Secondly, this paper proves that every customer has the strictly increasing ideal consumption. Thirdly, this paper demonstrates both version quality and price for manufacturer are non-decreasing function. Finally, this paper establishes the general variational policy model of information goods using dynamic game theory to analyze the behavior of customers and firms. The result shows that the best pricing policy is that for high-end customers, we can take maximum quality and fixed pricing strategy, while for low-end customers, we should take variable pricing strategy according to the quality. These theories have guiding significance for the information goods' pricing strategy.