數(shù)字出版物的價格策略研究課程

1、梅益民：數(shù)字出版物的價格策略研究數(shù)字出版物的價格策略研究 數(shù)字出版物的價格策略研究摘 要在經(jīng)濟(jì)快速發(fā)展的今天，對于出版行業(yè)來說，數(shù)字出版無疑是國內(nèi)外出版界最熱門的話題之一。不僅政府管理部門給予高度關(guān)注，而且業(yè)內(nèi)各路精英乃至各類實(shí)體都紛紛試水。為了有效地開展市場營銷，增加銷售收入和提高利潤，價格策略至關(guān)重 要。但是傳統(tǒng)出版業(yè)的轉(zhuǎn)型并沒有取得多少實(shí)質(zhì)性進(jìn)展，商業(yè)模式的不明朗、版權(quán)糾紛層出不窮、定價機(jī)制的不完善等因素都制約著數(shù)字出版的良

2、性發(fā)展。所以本文首先分析了數(shù)字出版物定價機(jī)制和價格的主要影響因素，舉例說明了不同企業(yè)模式的優(yōu)劣，從數(shù)字出版的價格策略方面來探討數(shù)字出版的的商業(yè)模式，包括其價格的成本構(gòu) 成，影響價格高低的基本因素和定價依據(jù)，然后分析一些最常用的價格策略。最后，對國內(nèi)外比較成功的商業(yè)模式給出了一點(diǎn)自己的看法和建議。因此，為數(shù)字出版產(chǎn)品制定一個合理的定價策略既有利于本行業(yè)的良性發(fā)展，又能為出版企業(yè)創(chuàng)造更大的利潤。這里的策略不僅是一種單一的策略，而是針對不同的

3、產(chǎn)品，不同的企業(yè)綜合運(yùn)用免費(fèi)策略，捆綁策略、價格差異化策略等等。 關(guān)鍵詞： 關(guān)鍵詞：數(shù)字出版；商業(yè)模式；捆綁銷售；免費(fèi)策略Pricing Strategy of digital publications Abstract In today's rapid economic development, the publishing industry, digital publishin

4、g is the domestic and foreign publishing one of the most popular topics. Not only the government gives height attention, but the industry elite and other entities have the waters. In order to effectively carry out the m

5、arketing and sales, increase sales revenue and profits, the price strategy is crucial.But the traditional publishing industry transition had not gained much substantive progress, business model is not clear, the copyrig

6、ht dispute emerge in an endless stream, pricing mechanism is not perfect and other factors are restricting the development of digital publishing. So this paper first analyzes the digital publication pricing mechanism an

7、d price major effect factor, and illustrates different modes of enterprises, from the digital publishing price strategy of digital publishing business model, including its price cost, affect the price level of the under

8、lying factors and pricing basis, then analyzes some of the most commonly used price strategy. Finally, on the domestic and international successful business model gives some opinions and suggestions.Therefore, as the dig

9、ital publishing products to develop a reasonable pricing strategy is not only beneficial to the industry development, but also for the publishing business to create greater profits. The strategy here is not only a single

10、 strategy, but for different products, different enterprises comprehensive use of free strategy, price bundling strategy, differentiation strategy and so on.Keywords: digital publishing; business model; bundle sale; the