文档介绍：摘要
因特网的快速增长使其成为销售软件产品的重要渠道和媒介。软件产品由
于自身特性区别于一般商品,传统经济学的定价理论在解释软件产品的定价时
具有很大的局限性。本文在综合前人关于信息产品研究成果的基础上,首先对软
件产品外部网络环境及自身数字化特征做了系统的分析,软件产品特殊的成本结
构和消费者效用不一致是其最大的特点。并对软件产品定价的内外部影响因素
做了相应的分析,其中市场供需状况最为复杂。然后从供求均衡分析、边际效用
规律、需求弹性特点和市场结构类型等几个方面探讨了软件产品相对于传统物
质产品的定价理论悖论。在系统化的基础理论结构上,结合上述软件产品特点总
结了软件产品定价中存在的一系列问题:成本难题、反盗版失利、降价危机,并针
对于这些问题探讨相应的定价策略,并以案例分析的方式对软件产品几种典型
的定价策略进行说明。
[关键词] 软件产品;定价策略;差别定价;捆绑销售;版本差异化
Abstract
The rapid growth of the made it e an important media channels
and sales of software products. Software products because of its own characteristics
different from the general merchandise, the traditional economics pricing theory has
great limitations in explaining the pricing of the software products.
Based on prehensive information about the product of predecessor’s
research results, first of all, the system analysis of the external environment of
network software products and its digital features, a specific software product cost
structure and the consumer utility inconsistency is its biggest characteristic. Do the
corresponding analysis and internal and external influence on software product
pricing factors, the market supply and demand situation in the plex. Then
from the equilibrium of supply and demand analysis, demand elasticity characteristic
and market structure type aspects of software product and the paradox of traditional
material product pricing theory of marginal utility law. In the basis of theory of
system, combining with the characteristics of software products and summarizes a
series of problems of software products pricing: cost problems, anti-piracy defeat,
price crisis, and for these problems, the corresponding pricing strategy, and in the
form of case analysis on several typical software product pricing strategy is described.
[Key words] software ;strategy of pricing ; discriminate pricing ; The bundling sale
; Versions different
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