基于体验价值的比特产品定价研究
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摘要
计算机的出现、摩尔定律的作用,使得人类生活出现了越来越多的新产品。这些产品由0和1组成,称之为“比特产品”。由于比特产品具有新特性,一些传统的经济学规律变得不再适用,在定价领域表现为：边际成本定价等方法的失效,即比特产品出现定价怪象——部分产品价格大大高出了其成本。
为解决比特产品定价怪象及定价实践问题,本文引入了“体验价值”的概念,希望能够从星巴克的咖啡体验定价中推引得到比特产品的定价规律。
本文首先系统分析了比特产品定价的基础理论,得出三阶段价格形成机制、五类主要影响因素以及“以消费者为主的定价决策”等定价规律,解释了边际成本定价法在比特产品中失效的原因,并提出了比特产品定价的一般方法。接着研究比特产品的体验价值,发现比特产品即体验产品,其价值表现为体验价值。引入体验价值进行比特产品定价有利于均衡业和消费者双方利益,也符合时代往体验方向发展的趋势。最后,应用“委托-代理”“消费者选择”等理论,以企业利润最大化为目标,构建了基于体验价值的比特产品定价的概念模型和数学模型。通过模型的简化仿真,本文演示了体验价值定价方法的具体操作,并探讨不同情境下的最优价格水平及定价策略建议与启示。
基于体验价值的定价理论、模型及方法,之前鲜有研究,这也正是本文的创新所在。本文成果将作为比特经济学微观理论的一部分,同时也为比特企业的定价实践提供指导和参考。
Own to the computer and Moore's Law, there are more and more new products in people's daily life. These products are composed of 0 and 1, so we called them "bit products". As the bit products with new features, some of the traditional economic laws obsolete. Performance in the field of pricing:the marginal cost pricing method becomes invalid. We can find an interesting phenomenon:the price of some software products is much higher than its cost.
To explain that interesting phenomenon and solve the pricing practices of bit products, the paper introduces the concept "experiential value", hoping to get the pricing laws of bit products from the Starbucks coffee experience and its high price.
Firstly, this paper systematically analyzes the theoretical foundation of pricing bit products:the price formation mechanism includes three stages, five types of factors, and "consumer-oriented pricing decision" which will explain why the marginal cost pricing method failures. A general method of pricing bit products is proposed too.
Secondly, the paper discusses the experiential value of bit products. It finds that bit products are also experience products, and the value of the bit product is experiential value. It is meaningful to pricing bit product based on its experiential value.
Finally, the paper applies the principal agent theory and the theory of consumer choice to constructs the concept model and the mathematical model of pricing bit product based on its experiential value and the enterprise profit maximization as the goal. Through the model simulation, this paper demonstrates how to use the experiential value pricing method, and then explores the optimal price level and pricing strategy advice in different situations.
There are few researches on the pricing theory, model and method based on experiential value before, which obviously is the innovation of this paper. All the results will be a part of the bits economy theory, and also provide guidance and reference to the actual practices of pricing the bit products.
为解决比特产品定价怪象及定价实践问题,本文引入了“体验价值”的概念,希望能够从星巴克的咖啡体验定价中推引得到比特产品的定价规律。
本文首先系统分析了比特产品定价的基础理论,得出三阶段价格形成机制、五类主要影响因素以及“以消费者为主的定价决策”等定价规律,解释了边际成本定价法在比特产品中失效的原因,并提出了比特产品定价的一般方法。接着研究比特产品的体验价值,发现比特产品即体验产品,其价值表现为体验价值。引入体验价值进行比特产品定价有利于均衡业和消费者双方利益,也符合时代往体验方向发展的趋势。最后,应用“委托-代理”“消费者选择”等理论,以企业利润最大化为目标,构建了基于体验价值的比特产品定价的概念模型和数学模型。通过模型的简化仿真,本文演示了体验价值定价方法的具体操作,并探讨不同情境下的最优价格水平及定价策略建议与启示。
基于体验价值的定价理论、模型及方法,之前鲜有研究,这也正是本文的创新所在。本文成果将作为比特经济学微观理论的一部分,同时也为比特企业的定价实践提供指导和参考。
Own to the computer and Moore's Law, there are more and more new products in people's daily life. These products are composed of 0 and 1, so we called them "bit products". As the bit products with new features, some of the traditional economic laws obsolete. Performance in the field of pricing:the marginal cost pricing method becomes invalid. We can find an interesting phenomenon:the price of some software products is much higher than its cost.
To explain that interesting phenomenon and solve the pricing practices of bit products, the paper introduces the concept "experiential value", hoping to get the pricing laws of bit products from the Starbucks coffee experience and its high price.
Firstly, this paper systematically analyzes the theoretical foundation of pricing bit products:the price formation mechanism includes three stages, five types of factors, and "consumer-oriented pricing decision" which will explain why the marginal cost pricing method failures. A general method of pricing bit products is proposed too.
Secondly, the paper discusses the experiential value of bit products. It finds that bit products are also experience products, and the value of the bit product is experiential value. It is meaningful to pricing bit product based on its experiential value.
Finally, the paper applies the principal agent theory and the theory of consumer choice to constructs the concept model and the mathematical model of pricing bit product based on its experiential value and the enterprise profit maximization as the goal. Through the model simulation, this paper demonstrates how to use the experiential value pricing method, and then explores the optimal price level and pricing strategy advice in different situations.
There are few researches on the pricing theory, model and method based on experiential value before, which obviously is the innovation of this paper. All the results will be a part of the bits economy theory, and also provide guidance and reference to the actual practices of pricing the bit products.
引文
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[2]司马方.创造顾客体验价值的途径研究[D].南京,东南大学,2005.
[3]郭红丽.客户体验管理的理论与方法研究[D].上海,同济大学博士论文,2006.
[4]任思蔚.体验经济及其应用[D].山东,山东大学硕士学位论文,2006.
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[2]司马方.创造顾客体验价值的途径研究[D].南京,东南大学,2005.
[3]郭红丽.客户体验管理的理论与方法研究[D].上海,同济大学博士论文,2006.
[4]任思蔚.体验经济及其应用[D].山东,山东大学硕士学位论文,2006.
[5]马斯洛著,李文译.存在心理学探索[M].云南人民出版社,1987.pp：34-67.
[6]Csikzentmihalyi, M. Finding Flow. The Psychology of Engagement with Everyday Life [M]. New York:Basic Books,1997. pp:13-26.
[7]Brian Lofman, Elements of Experiential Consumption:An Exploratory Study [J], in Advances in Consumer Research, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT:Association for Consumer Research. Volume 18,1991. pp:729-735.
[8]陈英毅,范秀成.论体验营销[J].华东经济管理.″″(04),2003.pp：15-18.
[9]王龙,钱旭潮.体验内涵的界定与体验营销策略研究[J].华中科技大学学报(社会科学版).″″(05),2007.pp：34-38.
[10]Mathwick, C. The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison [J]. Journal of Retailing,78 (1),2002. pp:51-60.
[11]Schmitt. Experiential Marketing [J]. Journal of Marketing Management,15(1-3),1999. pp: 53-67.
[12]夏立坤.电信行业顾客体验对购买意愿的影响研究[D].大连,大连理工大学硕十学位论文,2008
[13]Toffler, A. Future Shock [M]. New York:Bantam Books.1970. pp:47-59.
[14]Pine II J, Gilmore J H. Welcome to the Experience Economy [J]. Harvard Business Review. 76(4),1998. pp:97-105.
[15](美)派恩二世,(美)吉尔摩著；夏业良等泽.体验经济[M].机械工业出版社.2008.pp：10-23.
[16]吴敏.电信运营商用户体验管理研究[D].北京,北京邮电大学,2009.
[17]路军.汽车营销不可忽视体验价值[J].科教文汇.″″(10),2009,pp：213.
[18]Mathwick, Charla. Experiential value:Conceptualization, measurement and application in the catalog and internet shopping environment [J]. Journal of Retailing,77 (1),2001, pp:39-56.
[19]Lee, Eun-Ju& Overby, J.W. Creating Value for Online Shoppers:Implications Satisfaction and Loyalty [J]. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, "" 2004, pp:17-54.
[20]林艳.顾客体验价值创造分析[J].商场现代化.″″(34),2006,pp：70-71.
[21]皮平凡.酒店顾客体验价值理论研究[J].江西财经大学学报,″″(2),2009,pp：101-107
[22]苏嘉杰.顾客体验价值与酒店服务质量研究[D].武汉,华东师范大学硕士论文,2005.
[23]舒伯阳.基于体验经济的价值链分析及企业竞争策略经济管理[J].经济管理.″″(21),2004.pp：34-38
[24]周以升.服务管理中的体验价值研究[J].商业时代,″″(3),2005,pp：36.
[25]方征.顾客体验价值理论研究综述[J].统计与决策,″″(14),2007.pp：135-137.
[26]张凤超,尤树洋.体验价值结构维度理论模型评介[J].外国经济与管理.31(8),2009,pp：46-52.
[27]Massimini, F, andCarli, M.The systematic assessment of flow in daily experience [A], in Csikszentmihalyi.Optimal experience:Phsychological studies of flow in consciousness [M]. New York:Cambridge University Press,1988. pp:288-306..
[28](美)施密特(Schmitt, B.H.)著；刘银娜,高靖,梁丽娟译.体验营销：如何增强公司及品牌的亲和力[M].清华大学出版社,2004.pp：13-35.
[29]Ching-Jui Keng, Hui-Ying Ting. The acceptance of blogs:using a customer experiential value perspective. Internet Research, Vol.19 Iss:5,2009, pp:479-495.
[30]Gentile, Chiara, Spiller, Nicola, and Noci, Giuliano. How to sustain the customer experience: An overview of experience components that cocreate value with the customer [J]. European Management Journal,25 (5),2007, pp:395-41.
[31]李建州,范秀成.三维度服务体验实证研究[J].旅游科学.″″(2),2006,pp：54-59.
[32]马小琴.基于体验视角的消费者商业街惠顾意向研究[D].吉林,吉林大学博十学位,2010.
[33]杜建刚,范秀成.基于体验的顾客满意度模型研究[J].管理学报.″″(04),2007,pp：514-520.
[34]Hao-Erl Yang; Chi-Chuan Wu; Kuang-Cheng Wang. An empirical analysis of online game service satisfaction and loyalty [J]. Expert Systems with Applications. Volume:36 Issue:2 (2009-03) pp:1816-1825.
[35]J. Josko Brakus; Bernd H Schmitt; Lia Zarantonello. Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty? [J]. Journal of Marketing. Volume:73 Issue:3 (2009-03) pp:68-52.
[36]冯文杰.顾客网上购物体验对网站顾客忠诚的影响研究[D].吉林,吉林大学硕士学位论文，2010.
[37]李海廷.体验产品定价策略研究[J].江苏商论.″″(09),2004,pp：47-49.
[38]石青辉.体验营销中的价格影响因素及定价策略[J].东南大学学报(哲学社会科学版).″″ (02),2006,pp：34-37.
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