数字出版物的价格策略研究

数字出版物的价格策略研

究

Prepared on 22 November 2020

数字出版物的价格策略研究

摘要

在经济快速发展的今天，对于出版行业来说，数字出版无疑是国内外出版界最热门的话题之一。不仅政府管理部门给予高度关注，而且业内各路精英乃至各类实体都纷纷试水。为了有效地开展市场营销，增加销售收入和提高利润，价格策略至关重要。

但是传统出版业的转型并没有取得多少实质性进展，商业模式的不明朗、版权纠纷层出不穷、定价机制的不完善等因素都制约着数字出版的良性发展。所以本文首先分析了数字出版物定价机制和价格的主要影响因素，举例说明了不同企业模式的优劣，从数字出版的价格策略方面来探讨数字出版的的商业模式，包括其价格的成本构成，影响价格高低的基本因素和定价依据，然后分析一些最常用的价格策略。最后，对国内外比较成功的商业模式给出了一点自己的看法和建议。

因此，为数字出版产品制定一个合理的定价策略既有利于本行业的良性发展，又能为出版企业创造更大的利润。这里的策略不仅是一种单一的策略，而是针对不同的产品，不同的企业综合运用免费策略，捆绑策略、价格差异化策略等等。

关键词：数字出版；商业模式；捆绑销售；免费策略

Pricing Strategy of digital publications Abstract In today's rapid economic development, the publishing industry, digital publishing 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 marketing 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 copyright 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 and 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 underlying 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 digital 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 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 free strategy

目录

引言 (1)

第1章绪论.......................................................................................2研究内容和研究意义 (2)

研究思路和分析框架 (2)

研究方法 (4)

第2章数字出版物的概述 (4)

数字出版物的定义与分类 (4)

数字出版物的发展前景 (4)

第3章数字出版物的价格分析 (5)

数字出版物的成本结构 (5)

影响定价的主要因素 (6)

数字出版物的价格现状分析 (7)

第4章数字出版物的基本定价策略 (8)

对数字出版物合理定价的设想 (8)

主要的定价策略 (9)

第5章数字出版不同价格策略下的商业模式 (11)

图书、期刊的商业模式 (11)

教育服务模式 (11)

电子书销售模式 (11)

移动手机阅读模式 (12)

用户创造内容模式 (12)

结论与展望 (13)

致谢 (14)

参考文献 (15)

附录A (16)

附录C (17)

附录D (21)

封底 (23)