比特产品定价研究
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摘要
以比特(bit)为最小存储单元的信息产品在经济总量中所占比重正在不断增加。信息产品区别于“原子产品”的新特性使得传统的经济学理论部分失效,特别是代表了当今主流经济学的新古典主义的“边际分析法”对于比特产品(文中将会进行清晰定义)的定价指导不再像工业经济时代那样有力,甚至出现一些与经济学原理的相悖的现象。这表明经济中信息的成分变得越来越大的时候,对于比特产品的新经济规律进行研究变得越来越迫切。
本文集中研究比特产品的定价问题。
本文在给定比特产品清晰定义的基础上,首先对于商品的一般定价理论进行研究,得出商品定价的一般性规律。再通过对比特产品的经济特性进行分析,并着重研究比特产品的定价影响因素。从成本、市场形态、网络效应和盗版这四个主要定价影响因素,定性上对于比特产品的定价进行详细阐述。由此得出比特产品的定价机制中区别于传统的“原子产品”的规律。最后本文通过建立一个基本的定价模型,定量分析比特产品定价问题,同时给出定价的一些定性指导意见。
Information goods stored by bits are increasing in the proportion of total economic output. Because of their Differences from physical goods, information goods'new features made the traditional economic theory part of the failure, particularly those representing the mainstream of contemporary neo-classical economics' "marginal analysis". Neo-classical economics'guiding in pricing to bit-good, which will be clearly defined in this paper, is no longer as useful as its guiding to physical goods in the era of industrial economy, and even there are some phenomena contrary to principles of economics. All these show that to study the new economic laws is very urgent.
In this paper, first of all, gave a clear definition of bit-goods, and then discussed the general pricing theory for commodities research to get some the general law of commodity pricing. And through analysis of bit-goods'economic characteristics focus on some bit-goods'pricing factors, such as the cost, market patterns, network effects and piracy. From these aspects, we do some qualitative analysis about bit-goods'pricing, and this part will discuss bit-goods'pricing elaborate and conclude some pricing mechanisms which is different from the traditional mechanisms of physical goods. Finally establishing a basic pricing model to quantitative analyze bit good pricing problem, and give some advices about pricing.
本文集中研究比特产品的定价问题。
本文在给定比特产品清晰定义的基础上,首先对于商品的一般定价理论进行研究,得出商品定价的一般性规律。再通过对比特产品的经济特性进行分析,并着重研究比特产品的定价影响因素。从成本、市场形态、网络效应和盗版这四个主要定价影响因素,定性上对于比特产品的定价进行详细阐述。由此得出比特产品的定价机制中区别于传统的“原子产品”的规律。最后本文通过建立一个基本的定价模型,定量分析比特产品定价问题,同时给出定价的一些定性指导意见。
Information goods stored by bits are increasing in the proportion of total economic output. Because of their Differences from physical goods, information goods'new features made the traditional economic theory part of the failure, particularly those representing the mainstream of contemporary neo-classical economics' "marginal analysis". Neo-classical economics'guiding in pricing to bit-good, which will be clearly defined in this paper, is no longer as useful as its guiding to physical goods in the era of industrial economy, and even there are some phenomena contrary to principles of economics. All these show that to study the new economic laws is very urgent.
In this paper, first of all, gave a clear definition of bit-goods, and then discussed the general pricing theory for commodities research to get some the general law of commodity pricing. And through analysis of bit-goods'economic characteristics focus on some bit-goods'pricing factors, such as the cost, market patterns, network effects and piracy. From these aspects, we do some qualitative analysis about bit-goods'pricing, and this part will discuss bit-goods'pricing elaborate and conclude some pricing mechanisms which is different from the traditional mechanisms of physical goods. Finally establishing a basic pricing model to quantitative analyze bit good pricing problem, and give some advices about pricing.
引文
[1]马克思.资本论(第一卷)[M].人民出版社.1975年：238-257页.
[2]马歇尔.经济学原理(下)[M].商务印书馆.1997年：137,371页.
[3]Hal R. Varian. Markets for Information Goods [D]. Berkeley. University of California.1998.
[4]Hayek F A. The Use of Knowledge in Society [J]. American Economic Review,1945.35: pp.519-530.
[5]白云峰,靖继鹏.信息商品价格理论与实证研究[J].情报学报,2003,(5)：626-631页.
[6]杨万停,靖继鹏.信息商品的价格模型研究[J].情报科学,2003,(9)：909-911页.
[7]林源.信息产品需求与供给曲线的变化[J].改革与战略,2002,(6)：17-19页.
[8]贺维平,夏旭.信息商品的特性对其定价的影响[J].情报杂志,2003,(2)：40-41页.
[9]朱滔.论信息商品价格形成的相关因素[J].现代情报,2002,(7)：20-22页.
[10]张小兰.论信息产品定价的理论基础[J].社会科学研究,2002,(3)：31-33页.
[11]Pavan Gudepudi, Nils Rudi, Abraham Seidamann. Forward Versus Spot Buying of Information Goods [J]. Journal of Management Information Systems,2001,18 (2):107-131.
[12]Varian H, Shapiro C. Information Rules [M]. Harvard Business School Press, Cambridge, Ma,1998.
[13]张修志,黄立平,.基于消费者偏好的信息产品定价策略分析[J].商业研究,2007,(5)：174-175页.
[14]魏中龙,郭辰,.基于顾客认知价值分析的产品定价策略研究[J].管理世界,2007,(4)：162-163页.
[15]刘瑞东.基于顾客感知价值的图书定价方法研究[D].大连.大连理工大学.2006年.
[16]Uday S.Karmarkar, Uday M.Apte. Operations management in the information economy: Information products, processes, and chains [J]. Journal of Operations Management 2007.25 pp.438-453.
[17]N.Gregory Mankin. Principles of Economics(3rd Edition).机械工业出版社2003
[18]Thomas Nagle. The Strategy and Tactics of Pricing.华夏出版社.2008年
[19]Gerald E. Smith, Paul D. Berger. The impact of Direct Marketing Appeals on Charitable Marketing Effectiveness [J]. Journal of the Academy of Marketing Science,1996.24(3), pp. 219-231.
[20]Noble, P.M., Gruca, T.S., Industrial pricing:Theory and managerial practice [J]. Marketing Science 18,1999. pp.435-454.
[21]Feng, Y., Gallego, G., Optimal stopping times for end of season sales and optimal stopping times for promotional fares [J]. Management Science 41,1995, pp.1371-1391.
[22]Feng, Y., Xiao, B., Optimal policies of yield management with multiple predetermined prices [J]. Operations Research 48,2000, pp.332-343.
[23]Feng, Y., Gallego, G. Perishable asset revenue management with Markovian time dependent demand intensities [J]. Management Science 46,2000, pp.941-958.
[24]马秋楠.比特经济学研究综述[D].北京邮电大学硕士学位论文.2009年
[25]保罗 萨缪尔森.经济学(第十七版)人民邮电出版社.2003年
[26]Varian H, Shapiro C. Information Rules [M]. Harvard Business School Press, Cambridge, Ma,1998.
[27]Yoon, K. The optimal level of copyright protection. Information Economics and Policy [J]. 2002
[28]克里斯 安德森.长尾理论.中信出版社.2007年
[29]Conner, K., Rumelt, R. Software piracy:an analysis of protection strategies [J]. Management Science 37,125-139.1991
[30]Takeyama, L.N. The welfare implications of unauthorized reproduction of intellectual property in the presence of network externalities [J]. Journal of Industrial Economics.1994
[31]Liebowitz, S.J. Copying and indirect appropriability:photocopying of journals [J]. Journal of Political Economy 93,945-957.1985
[32]Besen, S., Kirby, S.N. Private copying, appropriability, and optimal copying royalties [J]. Journal of Law and Economics 32,255-273.1989
[33]Conner, K.R., Rumelt, R.P. Software piracy:An analysis of protection strategies [J]. Management Science 37,125-139.1991
[34]Prasad, A.,Mahajan, V. How many pirates should a software firm tolerate? An analysis of piracy protection and the diffusion of software [J]. International Journal of Research in Marketing 20,337-353.2003.
[35]Haruvy, E., Mahajan, V., Prasad, A. The effect of piracy on the market penetration of subscription software [J]. Journal of Business 77, S81-S107.2004
[36]Sundararjan, A. Managing digital piracy:Pricing and protection [J]. Information Systems Research 15 (3),287-308.2004
[37]Chen, Y, Png, I.P.L. Software pricing and copyright enforcement:Private profit vis-a-vis social welfare [J]. Proceedings of the 20th International Conference on Information Systems, Charlotte, North Carolina, USA. pp.119-123.1999
[38]Belleflamme, P. Pricing information goods in the presence of copying. [J] Department of Economics Working Paper No.463, Queen Mary University of London (Mimeo).2002
[39]Chen, Y., Png, I. Information goods pricing and copyright enforcement:welfare analysis [J]. Information Systems Research 14,107-123.2003
[40]Peitz, M., Waelbroeck, P. The effect of internet piracy on CD sales-cross section evidence[J]. Review of Economic Research on Copyright Issues 1,71-79.2004
[41]Duchene, A., Waelbroeck, P. Peer-to-peer, piracy and the copyright law:implications for consumers and artists. In:Takeyama, L., Gordon, W., Liacos, P., Towse, R. (Eds.), Developments in the Economics of Copyright:Research and Analysis. Edward Elgar.2005
[42]Gopal, R., Bhattacharjee, S., Sanders, G.L. Do artists benefits from online music sharing [J]. Journal of Business 79,1503-1534.2006
[43]Zhang, M.X. Stardom, Peer-to-Peer and the Socially Optimal Distribution of Music. Sloan School of Management, MIT, Mimeo.2002
[44]Varian H. Pricing Information Goods. National Science Foundation Grant SES-93-20481. 1995
[45]Wind, J. and Mahajan, V. eds. Digital Marketing. Global Strategies from the World's Leading Experts. Wiley, New York.2001
[46]Reichheld, E and Schefter, P. E-loyalty. Your Secret Weapon on the Web [J]. Harvard Business Review Jul-Aug,105-113.2000
[47]Hal.R.Varian. Buying, Sharing and Renting Information Goods [J]. The Journal of Industrial Economics, Vol.48, No.4. pp.473-488.2000,
[48]King, S., Lampe, R. Network externalities, price discrimination and profitable piracy [J]. Information Economics and Policy 15,271-290.2003
[49]Chase, R.B., Apte, U.M. History of research in service operations [J]. Journal of Operations Management 25 (2),375-386.2007
[50]李红霞.客户价值的电信信息产品定价研究[D].北京邮电大学硕士学位论文.2009年
[51]Schmalensee R L. Gaussian Demand and Commodity Bundling[J]. Journal of Business, 1984(57):211-230.
[52]Mcafee Memillian, Whinston. Multiproduct Monopoly, Commodity and Correlation of Values[J]. Quart. J. of Economics,1989,104(May):371-384.
[53]Salinger M A. A Graphical Analysis of Bundling[J]. Journal of Business,1995,68(1):85-98.
[54]付力力.网络效应下信息产品的版本划分和定价策略[J].商业研究,2003,(24)：75-78页.
[55]刘滔,徐静,.信息商品的拉姆齐定价机制初探[J].情报理论与实践,2006,(5)：544-546页.
[2]马歇尔.经济学原理(下)[M].商务印书馆.1997年：137,371页.
[3]Hal R. Varian. Markets for Information Goods [D]. Berkeley. University of California.1998.
[4]Hayek F A. The Use of Knowledge in Society [J]. American Economic Review,1945.35: pp.519-530.
[5]白云峰,靖继鹏.信息商品价格理论与实证研究[J].情报学报,2003,(5)：626-631页.
[6]杨万停,靖继鹏.信息商品的价格模型研究[J].情报科学,2003,(9)：909-911页.
[7]林源.信息产品需求与供给曲线的变化[J].改革与战略,2002,(6)：17-19页.
[8]贺维平,夏旭.信息商品的特性对其定价的影响[J].情报杂志,2003,(2)：40-41页.
[9]朱滔.论信息商品价格形成的相关因素[J].现代情报,2002,(7)：20-22页.
[10]张小兰.论信息产品定价的理论基础[J].社会科学研究,2002,(3)：31-33页.
[11]Pavan Gudepudi, Nils Rudi, Abraham Seidamann. Forward Versus Spot Buying of Information Goods [J]. Journal of Management Information Systems,2001,18 (2):107-131.
[12]Varian H, Shapiro C. Information Rules [M]. Harvard Business School Press, Cambridge, Ma,1998.
[13]张修志,黄立平,.基于消费者偏好的信息产品定价策略分析[J].商业研究,2007,(5)：174-175页.
[14]魏中龙,郭辰,.基于顾客认知价值分析的产品定价策略研究[J].管理世界,2007,(4)：162-163页.
[15]刘瑞东.基于顾客感知价值的图书定价方法研究[D].大连.大连理工大学.2006年.
[16]Uday S.Karmarkar, Uday M.Apte. Operations management in the information economy: Information products, processes, and chains [J]. Journal of Operations Management 2007.25 pp.438-453.
[17]N.Gregory Mankin. Principles of Economics(3rd Edition).机械工业出版社2003
[18]Thomas Nagle. The Strategy and Tactics of Pricing.华夏出版社.2008年
[19]Gerald E. Smith, Paul D. Berger. The impact of Direct Marketing Appeals on Charitable Marketing Effectiveness [J]. Journal of the Academy of Marketing Science,1996.24(3), pp. 219-231.
[20]Noble, P.M., Gruca, T.S., Industrial pricing:Theory and managerial practice [J]. Marketing Science 18,1999. pp.435-454.
[21]Feng, Y., Gallego, G., Optimal stopping times for end of season sales and optimal stopping times for promotional fares [J]. Management Science 41,1995, pp.1371-1391.
[22]Feng, Y., Xiao, B., Optimal policies of yield management with multiple predetermined prices [J]. Operations Research 48,2000, pp.332-343.
[23]Feng, Y., Gallego, G. Perishable asset revenue management with Markovian time dependent demand intensities [J]. Management Science 46,2000, pp.941-958.
[24]马秋楠.比特经济学研究综述[D].北京邮电大学硕士学位论文.2009年
[25]保罗 萨缪尔森.经济学(第十七版)人民邮电出版社.2003年
[26]Varian H, Shapiro C. Information Rules [M]. Harvard Business School Press, Cambridge, Ma,1998.
[27]Yoon, K. The optimal level of copyright protection. Information Economics and Policy [J]. 2002
[28]克里斯 安德森.长尾理论.中信出版社.2007年
[29]Conner, K., Rumelt, R. Software piracy:an analysis of protection strategies [J]. Management Science 37,125-139.1991
[30]Takeyama, L.N. The welfare implications of unauthorized reproduction of intellectual property in the presence of network externalities [J]. Journal of Industrial Economics.1994
[31]Liebowitz, S.J. Copying and indirect appropriability:photocopying of journals [J]. Journal of Political Economy 93,945-957.1985
[32]Besen, S., Kirby, S.N. Private copying, appropriability, and optimal copying royalties [J]. Journal of Law and Economics 32,255-273.1989
[33]Conner, K.R., Rumelt, R.P. Software piracy:An analysis of protection strategies [J]. Management Science 37,125-139.1991
[34]Prasad, A.,Mahajan, V. How many pirates should a software firm tolerate? An analysis of piracy protection and the diffusion of software [J]. International Journal of Research in Marketing 20,337-353.2003.
[35]Haruvy, E., Mahajan, V., Prasad, A. The effect of piracy on the market penetration of subscription software [J]. Journal of Business 77, S81-S107.2004
[36]Sundararjan, A. Managing digital piracy:Pricing and protection [J]. Information Systems Research 15 (3),287-308.2004
[37]Chen, Y, Png, I.P.L. Software pricing and copyright enforcement:Private profit vis-a-vis social welfare [J]. Proceedings of the 20th International Conference on Information Systems, Charlotte, North Carolina, USA. pp.119-123.1999
[38]Belleflamme, P. Pricing information goods in the presence of copying. [J] Department of Economics Working Paper No.463, Queen Mary University of London (Mimeo).2002
[39]Chen, Y., Png, I. Information goods pricing and copyright enforcement:welfare analysis [J]. Information Systems Research 14,107-123.2003
[40]Peitz, M., Waelbroeck, P. The effect of internet piracy on CD sales-cross section evidence[J]. Review of Economic Research on Copyright Issues 1,71-79.2004
[41]Duchene, A., Waelbroeck, P. Peer-to-peer, piracy and the copyright law:implications for consumers and artists. In:Takeyama, L., Gordon, W., Liacos, P., Towse, R. (Eds.), Developments in the Economics of Copyright:Research and Analysis. Edward Elgar.2005
[42]Gopal, R., Bhattacharjee, S., Sanders, G.L. Do artists benefits from online music sharing [J]. Journal of Business 79,1503-1534.2006
[43]Zhang, M.X. Stardom, Peer-to-Peer and the Socially Optimal Distribution of Music. Sloan School of Management, MIT, Mimeo.2002
[44]Varian H. Pricing Information Goods. National Science Foundation Grant SES-93-20481. 1995
[45]Wind, J. and Mahajan, V. eds. Digital Marketing. Global Strategies from the World's Leading Experts. Wiley, New York.2001
[46]Reichheld, E and Schefter, P. E-loyalty. Your Secret Weapon on the Web [J]. Harvard Business Review Jul-Aug,105-113.2000
[47]Hal.R.Varian. Buying, Sharing and Renting Information Goods [J]. The Journal of Industrial Economics, Vol.48, No.4. pp.473-488.2000,
[48]King, S., Lampe, R. Network externalities, price discrimination and profitable piracy [J]. Information Economics and Policy 15,271-290.2003
[49]Chase, R.B., Apte, U.M. History of research in service operations [J]. Journal of Operations Management 25 (2),375-386.2007
[50]李红霞.客户价值的电信信息产品定价研究[D].北京邮电大学硕士学位论文.2009年
[51]Schmalensee R L. Gaussian Demand and Commodity Bundling[J]. Journal of Business, 1984(57):211-230.
[52]Mcafee Memillian, Whinston. Multiproduct Monopoly, Commodity and Correlation of Values[J]. Quart. J. of Economics,1989,104(May):371-384.
[53]Salinger M A. A Graphical Analysis of Bundling[J]. Journal of Business,1995,68(1):85-98.
[54]付力力.网络效应下信息产品的版本划分和定价策略[J].商业研究,2003,(24)：75-78页.
[55]刘滔,徐静,.信息商品的拉姆齐定价机制初探[J].情报理论与实践,2006,(5)：544-546页.