比特产品的交换价值研究
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摘要
比特产品作为承载信息资源的虚拟产品,是以比特或比特流形式存在的信息产品,具有边际成本几乎为零的特殊成本结构,这个特点使一些经典经济学理论失效。虽然生产比特产品复制品的劳动时间几乎为零,但是其具备与元产品相同的使用价值,因此在市场上可以获得一定的交换价值量,这使人们对比特产品交换价值的基础是否仍然是人类一般劳动产生了疑问；同时,网络外部性的存在使得比特产品的价值量不再像物质产品那样由生产过程完全决定,而是受到产品的交换和消费过程影响。
传统交换价值理论的失效,使得比特产品在市场上交换时的价值评估和定价策略逐渐缺乏理论依据。从生产者角度看,由于创造生产比特产品付出了一定的成本,所以希望通过交换比特产品获得一定量的交换价值以保证资本的回收和盈利；而从消费者角度看,既然再生产一份复制品的成本几乎为零,那是否应该免费提供给用户使用,制定的产品价格是否合理便成为了疑问。这些疑问使现实中生产者在制定价格时面临两难,一方面,较能保证资本回收的价格也许会降低用户接受度,妨碍市场拓展使产品夭折；另一方面,较低甚至免费的产品价格或许能迅速扩大市场,但是不能保证成本回收。对比特产品价值交换机制、交换价值的本质以及实现方式认识不清,是比特产品市场的盈利模式建立困难的根源。因此许多生产者将比特产品的盈利点放在了产品推广后期,比特产品的交换价值链发生了延长。于是前期通过低价或免费所积累的无形资源价值体现在哪里,如何在未来实现期望收益——货币形式的交换价值,成为了需要关注的研究点。此外,比特产品市场上出现了不以盈利为目的的交换行为,使得人们开始重新审视“价值”一词的含义,思考人们通过这些交换所获得的交换价值如何体现。基于这些新现象和新矛盾,在比特产品市场上出现了哪些产品交换形式?不同交换形式下比特产品的价值交换过程和交换价值的本质是什么,是否与物质产品有质上的不同?交换价值如何实现,与物质产品相比出现了哪些新特征?这些疑问,引发我们去思考,也是本研究将要探讨的内容。
目前经济学对各种交换行为的研究一般都基于物质产品的特性来分析,这是工业时代人们进行交换的对象大部分是物质产品造成的。为了突出研究对象比特化的存在形式,同时和现有的经济学理论相区别,有学者提出了“比特经济学”,将比特产品从狭义上定义为以比特或比特流形式存在的信息产品。本文在对商品交换、社会交换、礼品交换和知识共享等各类交换形式的交换对象、交换原则和交换目的进行对比总结后,肯定了这些已有理论对研究比特产品交换价值的借鉴意义。在比特产品交换价值概念和经验性研究方面,有学者初步探讨了信息产品的交换价值,认为信息产品的交换价值是对客观使用价值的评价。而一些学者的经验性工作有助于人们找出评价比特产品价值的客观标准,进而确定产品的交换价值。但是以上研究并没有结合价值的本质来系统地研究比特产品的交换价值概念及其本质。
在比特产品价值交换过程的已有研究中,关于比特产品以盈利为目的的交换方面,学者们的研究主要集中在信息产品的版权交易上,揭示了信息产品的版权交易模式和版权交易规则,并重点讨论了如何降低版权交易成本的问题。但是这些研究中对价值的讨论仅局限于交易前的版权价值评估,对交易中的价值交换机制和交换所能换回的交换价值本质及其实现方式研究较少；而面对各类比特产品在市场上大多以较低甚至免费的价格来实现交换的现象,一些学者探讨了通过哪些方式积累交易机会来实现产品在未来的总体收益。但是关注的重点集中在了定价策略方面,未能帮助产品提供者从价值积累和价值转化的高度正确认识比特产品低价甚至免费交易的现实背后存在延长的交换价值链；同时,由于缺乏对这种延长的交换价值链中交换价值的实现机制及其影响因素的研究,不利于指导产品提供者建立合适的盈利模式推广比特产品,以实现成本回收和盈利的目标。
而关于比特产品不以盈利为目的的交换方面,许多研究都探讨了网络社区成员进行这类交换的目的,但是大多数研究所分析出的交换目的如自我效能、归属感等,都是成员自己的一些主观感受,没有更深入地去思考成员之前是通过获得哪些非货币形式的交换价值来实现这些感受的,因此不利于网络社区经营者根据社区用户不同的交换需求采取有区别性的报酬强化机制激励用户继续进行这类交换,促进网络社区中比特产品的创造和共享。同时,研究者们大多只建立了概念模型从质上去分析讨论这些交换目的,没有进行量化,从而不利于指导网络社区经营者们采集关于价值的相关数据进行跟踪和观察。
以上的现实背景和已有的理论研究现状使本文的研究工作具有了相当的重要性和必要性。为了在理论上揭示不同交换形式下比特产品的交换条件和交换价值的本质,完善现有交换价值理论和比特经济学的微观理论体系；同时在现实中帮助比特产品市场的参与者分类深入认识比特产品交换价值的实现方式,为有效管理交易市场和制定价格策略提供基础,基于目前比特产品交换价值的研究成果和不足,本文先是从狭义和广义的角度介绍了比特产品的概念,接着探讨了传统交换价值概念的范畴,指出其在解释比特产品的交换价值时存在一定的局限性,从而将比特产品的交换价值研究范畴从商品交换领域回归到了产品交换领域。接着根据比特产品交换时是否以盈利为目的,将比特产品的交换形式分为盈利性交换和非盈利性交换。然后分别辩证地分析了比特产品盈利性交换和非盈利性交换两种交换形式下的价值交换机制、交换价值的本质和交换价值的实现机制。研究内容和结论如下：
(1)比特产品盈利性交换的交换价值研究。首先,从比特产品进行盈利性交换的版权价值结构、交换的条件出发分析其价值交换机制；然后,对比特产品盈利性交换的交换价值进行质的描述,在此基础上分别探讨了单次交换价值量和长期平均交换价值量中表现出的比特产品的价值结构,同时分析了研究比特产品长期平均交换价值量的必要性；接着,为了能从价值积累和价值转化的高度正确认识比特产品低价甚至免费交易的市场现象,揭示了比特产品延长的交换价值链中出现机会价值这种代表未来交换机会的中间交换物；然后构建数学模型重点研究了机会价值主要通过哪些方式转化为货币形式的交换价值,分析转化过程中的影响因素。
通过研究本文认为,比特产品盈利性交换的交换可能产生区为供方的成本曲线与需方的效用价值曲线围成的区域；与物质产品的交换可能产生区相比,由于比特产品的交换底限可以为产品的平均成本线或边际成本线,可能交换区域发生了横向和纵向的拓展。比特产品盈利性交换的交换价值本质是各部门应分得的社会有用劳动,作为商品进行盈利性交换的比特产品与传统物质产品的交换价值在质上并无本质区别。比特产品的版权价值结构是比特产品进行盈利性交换的基础,版权价值结构出现的根本原因是比特产品生产过程所投入的创新劳动具有特殊性,而比特产品成本结构的特殊性是版权价值结构能够出现的条件。增加产品供给量所获得的交换价值总和共同构成了创造第一份比特产品的创新劳动价值,因此研究比特产品的长期平均交换价值量有必要性。比特产品盈利性交换的交换价值链发生了延长,其中积累的机会价值主要可以通过优质用户的培养、直接网络外部性和交叉网络外部性几个方面转化为货币形式的交换价值。这使得盈利性交换的区域以比特产品的边际成本曲线作为交换底限成为可能,也是市场上出现了大量长期低价甚至免费比特产品的原因。相比在单次交换中比特产品的价值全部转化为货币形式的交换价值,这种先积累机会价值的方式有可能会增大最终产品能够换回的货币形式的交换价值量。因此对于比特产品而言,创新劳动最终能够形成多大的社会有用劳动价值,受到产品在市场上交换被用户使用和消费情况的影响。
(2)比特产品非盈利性交换的交换价值研究。首先,在分析了比特产品进行非盈利性交换行为所涉及的对象、交换行为的流程和表现方式之后,探讨了比特产品非盈利性交换的价值交换机制,主要从交换产生的条件和基于传播模式的价值反馈机制两方面展开分析；然后,对比特产品非盈利性交换的交换价值进行质的描述和构成分析,并建立多维测度模型有效衡量交换价值；接着,为了具体研究交换价值的不同维度如何满足人们的高层次心理需求,同时验证对交换价值的构成维度划分是否科学,分析建立了个人时间价值实现机制的实证模型；最后,为了研究网络社区成员在进行比特产品非盈利性交换过程中影响交换价值实现的因素及其作用,基于交换价值的测度分析构建了比特产品非盈利性交换机制模型。
通过研究本文认为,比特产品非盈利性交换时基于互惠原则和彼此的信任,双方通常不作讨价还价,交换会产生人与人之间的义务感、感激和信任之情；交换中的比值并不固定,获取的回报以结果预期为基础,只要交换双方满意就行,不需要统一的社会标准。比特产品非盈利性交换的交换价值可以用个人时间价值来衡量,以个人有用劳动为基础,体现了创造生产比特产品所付出的个人自由劳动的个人有用性,因此与传统商品交换中的交换价值在质上有本质区别。比特产品非盈利性交换的交换价值测度可以划分为关系嵌入性维度、结构嵌入性维度和认知嵌入性维度；个人时间价值的实现过程就是通过交换价值的各个维度来满足人们不同的高层次心理需求。比特产品非盈利性交换的交换价值实现受到交换过程中多种因素的影响,包括原创者因素、消费者因素和产品因素。
本研究的创新之处表现在：
第一,揭示了比特产品在市场上的交换形式中出现了不以盈利为目的的非盈利性交换形式,从而将比特产品交换价值的研究范畴从商品交换领域回归到了产品交换领域。
第二,系统分析了比特产品盈利性交换和非盈利性交换形式下的价值交换机制和交换价值的本质,并与传统交换价值概念作对比,揭示了不同交换形式下比特产品的价值基础。
第三,在比特产品盈利性交换的交换价值实现方面,揭示了延长的交换价值链中存在机会价值,并建立模型探讨了机会价值如何转化为货币形式的交换价值。从而解释了市场上中出现大量低价甚至免费比特产品的根本原因和基本条件,指导产品提供者建立合适的盈利模式推广比特产品来回收开发创造的成本并盈利。
第四,借鉴社会资本理论和复杂网络理论建立多维度测度模型有效衡量比特产品非盈利性交换的交换价值,基于此研究了交换价值的各个维度如何满足人们高层次心理需求,以及交换价值实现过程中的影响因素作用。从而指导网络社区经营者根据社区用户不同的心理需求采用强化机制来激励比特产品的生产者,有的放矢地采取措施加强成员进行比特产品创造和非盈利性交换的积极性,促进网络社区互动关系的运作和创新发展。
As the virtual product carrying information resources, the Bit-product is a kind of information products with the bit or the bit-stream form. It has the special cost structure of almost zero marginal cost, which makes some classic economic theory fails. Although the labor time of production invented into the Bit-product copies is almost zero, the use-value of copies is the same as the original product. And the producers get a certain amount of exchange value from the copies sales. This phenomenon has cast doubts on the traditional theory that the value basis of products is the human general labor. Meanwhile, the presence of network externalities in some Bit-products results the quantity of the Bit-products'value is no longer only determined by the production process like the material products, but is affected by the processes of exchange and consumption.
The failure of the traditional exchange value theory makes the evaluation and pricing of the Bit-products in the market lack the theoretical foundation. From the view of the producers, since a certain cost is invented on the creation and production of the original Bit-product, they hope to get some amount of exchange value through the Bit-products sales to ensure the capital recovery and earnings. But form the point of the consumers, since the cost of the Bit-product copies is almost zero, the products should be provided to the users for free. They throw doubt on the rationality of the Bit-products pricing, which lead to the producers face a dilemma in setting prices. The one hand, the price that ensure the capital recovery may reduce uses'acceptance and hinder the market early development to make the products mortality; on the other hand, the lower price or free products may rapidly expand market to improve the product utility, but can not guarantee the cost recovery. The lack of a clear understanding of the nature of the Bit-product exchange value, the mechanism of the value exchange and the way of value realization, results the difficulty of establishing the profitable model in the Bit-products market. Many producers postpone the profitability time of Bit-products, which extends the exchange value chain. So what kind of intangible resources are accumulated in the early low-price or free period and how to transform them to the expected revenue-the monetary exchange value in the future, become the worthy research point.
In addition, some exchange behaviors with the non-profitable purpose are appeared in the Bit-products market. They let people re-examine the meaning of the "vale" and think the expression of exchange value in these behaviors. Based on these new phenomena and contradictions, what kinds of exchange forms appear in the Bit-products market, what are the value exchange process and the nature of exchange value in different exchange form with the comparison to the material products and how the exchange value is realized? What the new features arise compared to the material product? These questions provoke us to investigate and study.
The obtained economics researches about the exchange behaviors ware generally based on the material products characteristics. It was decided by the fact that the exchange objects almost are the material products in the industrial age. In order to distinguish from other existing economic theory and combine with the most important feature of the Bit-products, some scholars proposed Bit Economy and defined the Bit-products as one kind of information products with the bit or bit stream form. After the contrastive analysis on the exchange object, the exchange principle and the exchange goal of various types of exchange such as commodity exchange, social exchange, gift exchange and knowledge sharing, this study has affirmed the referential significance of these existing theories on the research about the exchange value of the Bit-products. In the studies of the concept of Bit-products exchange value and the empirical researches of the information products value, some scholars defined the exchange value of the information products as the evaluation of objective use-value. And the empirical work helped people to find the objective criteria to evaluate the value of information products and further confirm the exchange value. But the above study didn't systematically analyze the concept and the nature of the Bit-product's exchange value.
Based on the existing studies on the value exchange process of the Bit-products, in the researches about the exchange for the profitable purpose, some scholars focused on the information copyright trading and revealed the patterns and rules of the trading. And other scholars explored the problem how to reduce the transaction costs of copyright trading. But the above discussions on the value were limited to the value assessment before the copyright trading and didn't show the value exchange mechanism of this exchange form. The nature of the exchange value and the way how the exchange value is realized were also ignored. In the face of many kinds of low-price or even free Bit-products appearing in the market, some scholars explored the way how to accumulate the trading opportunities and increase the overall revenue in the future. But the points of attention focused on the pricing strategies that failed to help product providers recognize that the extended exchange value chain existing behind the low-price and free trading. Meanwhile, due to the lack of the researches about the realization mechanism of exchange value and the influence factors in this extended chain, it is not conductive to guide the product providers establish an appropriate profit model to achieve the profit goal.
In the researches about the exchange for the non-profitable purpose, many studies explored the exchange purposes of the network community members. But most extracted purposes such as self-efficacy, sense of belonging etc., were the members'own subjective feelings, and researchers didn't deeply think what virtual resources got from this exchange form leaded to the above feelings. So it is not propitious for the network community operators to take different reward strengthening mechanisms to motivate the non-profitable exchange behaviors, promoting the creation and sharing of the Bit-products. On the other hand, most researchers only established up the conceptual model to discuss the purposes of the non-profitable exchange, it is not helpful to collect the data about the quantity of value used for tracking and observation.
Under the above reality and theoretical background, the systematically study about the Bit-products exchange value is very important and necessary. In order to reveal the Bit-products'exchange conditions and the nature of exchange value and complement the existing exchange value and Bit Economy theory systems; and help the Bit-product market participants deeply understand the realization methods of exchange value so as to manage the market trading and make the appropriate pricing strategy. Firstly, this thesis introduces the concept of the Bit-product from the angles of the narrow and broad sense. And discusses the scope of the traditional exchange value concept and points out it has the limitations to describe the Bit-product exchange value. So the study scope of the Bit-product exchange value should return to the field of products exchange from commodity exchange. And then divides the exchange behaviors of Bit-products into the forms of the profitable exchange and the non-profitable exchange according to the exchange purpose. After that dialectically analyzes the value exchange mechanism, the nature of exchange value and the way how to realize the exchange value in different exchange form.
(1) The research on the exchange value in the profitable exchange of the Bit-products. Firstly, analyzes the value exchange mechanism about the copyright value structure and the exchange conditions of the profitable exchange. Secondly, based on the qualitative description about the exchange value, respectively calculates the single and the average quantity of the exchange value. And then points out the necessity of the study on the latter. Thirdly, in order to understanding the phenomenon that many kinds of low-price and free Bit-products appear in the market from the angle of value accumulating and transforming, reveals the presence of the opportunity value in the extended exchange value chain which signifies the trade probability in the future. Finally, builds a mathematical model to focus on the way how the opportunity value transform to the monetary exchange value. That will guide the product providers to establish the appropriate profit model to achieve the profit goal.
This paper argues that the exchange condition of the profitable exchange of the Bit-products is the area enclosed by the cost curve and the utility value curve. With the comparison to the material products, the exchange condition area extends in horizontal and vertical direction because the exchange limit can be the Bit-products'average cost or marginal cost curve. The nature of the exchange value in the profitable exchange is the social useful labor which is deployed to the departments. So it is the same as the exchange value in the traditional commodity exchange. The copyright valve structure of the Bit-products is the base of the profitable exchange, and the root cause of the copyright valve structure appearance is that the innovative labor put into the production has particularity and the appearance condition is the cost structure of the Bit-products. The exchange value of every Bit-product copy constitutes the innovative labor value of the original product. So it is necessary to study the average exchange value quantity of many exchanges. The exchange valve chain is extended in the profitable exchange and the accumulated opportunity value in the chain has the expression of the potential consumers scale and the users' purchasing willingness. It can be transformed to the monetary exchange value through the cultivation of high-quality user, the direct network externalities and the cross-network externalities. That makes the profitable exchange limit could be the Bit-products marginal cost curve and a large number of low-cost or even free Bit-products appear in the market for a long time. Compared in the situation that the value of Bit-product is transformed into monetary exchange value in a single exchange, this way of accumulating opportunity value may increase the total money at last. So as far as Bit-products are concerned, the social useful value created by the innovative labor invented into the product is influenced by the process of use and consume in the market.
(2) The research on the exchange value in the non-profitable exchange of the Bit-products. Firstly, based on the analysis of the exchange objects, the process and the performance of the non-profitable exchange behavior, explores the mechanism of value exchange in the non-profitable exchange. The analysis is given from the aspects of exchange condition and the value feedback mechanism based on the propagation model. Secondly, describes the nature and the structure of the exchange value in the non-profitable exchange. And then for the purpose of overcoming the ambiguity of the measurement and help network community operators collect the value data for tracking and observation, establishes the model to measure the exchange value. Thirdly, in order to study how the exchange value meets the people's different high-level psychological need and guide the network community operators to take different reward strengthening mechanisms to motivate the non-profitable exchange behaviors, meanwhile verify the scientificity of the exchange value measurement, sets up the empirical model of individual time value realization. Finally, establishes the model of the non-profitable exchange mechanism based on the exchange value measurement to research the influence factors in the process of exchange value realization.
This paper concludes that the non-profitable exchange of the Bit-products is based on the principle of reciprocity and the mutual trust. Two sides usually don't bargain and the feelings of obligation, gratitude and trust will generate after the exchanges. The ratio of exchange value quantity is not certain. The payback is based on the result expectation and don't need to comply with the uniform social standard, only settle to two sides'mutual satisfactions. The exchange value can be measured with the individual time value, which is based on the individual useful labor. That reflects the individual free labor invented into the Bit-products production has individual usefulness. So the nature of the exchange value in the non-profitable exchange of Bit-products is different from the traditional commodity's exchange value. The measurement of the exchange value in the non-profitable exchange can be divided into three dimensions:the relationship embeddability, the structure embeddability and the cognitive embeddability. The process of individual time value realization is that the people's different high-level psychological need is satisfied with these three dimensions. And the realization process is affected by several influence factors, including the factors of creator, consumer and product.
The innovations of this study are shown as follows:
Firstly, this thesis reveals that there are two forms of exchange in the Bit-product market:the profitable exchange and the non-profitable exchange. So the study scope of the exchange value of Bit-products should be return to the field of product exchange from traditional commodity exchange.
Secondly, this paper gives the systematic analysis of the value exchange mechanism and the nature of the exchange value in two forms of Bit-products exchange. The research results are contrasted with the traditional exchange value theories and reveal the basis of the value in different exchange forms.
Thirdly, the study reveals the presence of opportunity value in the extended exchange value chain and explores how the opportunity value transform to the monetary exchange value in the profitable exchange. So as to explain the root cause and basic condition that many low-cost or even free Bit-products appear in the market. Meanwhile guides the product providers how to profit through promoting products.
Fourthly, drawing on social capital theories and complex network theories, this paper establishes the model to measure the exchange value of Bit-products in the ron-profitable exchange. Based on this measurement, studies how different dimensions of exchange value satisfy people's high-level psychological needs and what factors influence the process of value realization. So as to direct the virtual community operators to adopt the relevant measures to drive community members actively create the Bit-products and exchange them with non-profitable purpose. That will be favorable toward promoting the growth of community interaction and innovation.
传统交换价值理论的失效,使得比特产品在市场上交换时的价值评估和定价策略逐渐缺乏理论依据。从生产者角度看,由于创造生产比特产品付出了一定的成本,所以希望通过交换比特产品获得一定量的交换价值以保证资本的回收和盈利；而从消费者角度看,既然再生产一份复制品的成本几乎为零,那是否应该免费提供给用户使用,制定的产品价格是否合理便成为了疑问。这些疑问使现实中生产者在制定价格时面临两难,一方面,较能保证资本回收的价格也许会降低用户接受度,妨碍市场拓展使产品夭折；另一方面,较低甚至免费的产品价格或许能迅速扩大市场,但是不能保证成本回收。对比特产品价值交换机制、交换价值的本质以及实现方式认识不清,是比特产品市场的盈利模式建立困难的根源。因此许多生产者将比特产品的盈利点放在了产品推广后期,比特产品的交换价值链发生了延长。于是前期通过低价或免费所积累的无形资源价值体现在哪里,如何在未来实现期望收益——货币形式的交换价值,成为了需要关注的研究点。此外,比特产品市场上出现了不以盈利为目的的交换行为,使得人们开始重新审视“价值”一词的含义,思考人们通过这些交换所获得的交换价值如何体现。基于这些新现象和新矛盾,在比特产品市场上出现了哪些产品交换形式?不同交换形式下比特产品的价值交换过程和交换价值的本质是什么,是否与物质产品有质上的不同?交换价值如何实现,与物质产品相比出现了哪些新特征?这些疑问,引发我们去思考,也是本研究将要探讨的内容。
目前经济学对各种交换行为的研究一般都基于物质产品的特性来分析,这是工业时代人们进行交换的对象大部分是物质产品造成的。为了突出研究对象比特化的存在形式,同时和现有的经济学理论相区别,有学者提出了“比特经济学”,将比特产品从狭义上定义为以比特或比特流形式存在的信息产品。本文在对商品交换、社会交换、礼品交换和知识共享等各类交换形式的交换对象、交换原则和交换目的进行对比总结后,肯定了这些已有理论对研究比特产品交换价值的借鉴意义。在比特产品交换价值概念和经验性研究方面,有学者初步探讨了信息产品的交换价值,认为信息产品的交换价值是对客观使用价值的评价。而一些学者的经验性工作有助于人们找出评价比特产品价值的客观标准,进而确定产品的交换价值。但是以上研究并没有结合价值的本质来系统地研究比特产品的交换价值概念及其本质。
在比特产品价值交换过程的已有研究中,关于比特产品以盈利为目的的交换方面,学者们的研究主要集中在信息产品的版权交易上,揭示了信息产品的版权交易模式和版权交易规则,并重点讨论了如何降低版权交易成本的问题。但是这些研究中对价值的讨论仅局限于交易前的版权价值评估,对交易中的价值交换机制和交换所能换回的交换价值本质及其实现方式研究较少；而面对各类比特产品在市场上大多以较低甚至免费的价格来实现交换的现象,一些学者探讨了通过哪些方式积累交易机会来实现产品在未来的总体收益。但是关注的重点集中在了定价策略方面,未能帮助产品提供者从价值积累和价值转化的高度正确认识比特产品低价甚至免费交易的现实背后存在延长的交换价值链；同时,由于缺乏对这种延长的交换价值链中交换价值的实现机制及其影响因素的研究,不利于指导产品提供者建立合适的盈利模式推广比特产品,以实现成本回收和盈利的目标。
而关于比特产品不以盈利为目的的交换方面,许多研究都探讨了网络社区成员进行这类交换的目的,但是大多数研究所分析出的交换目的如自我效能、归属感等,都是成员自己的一些主观感受,没有更深入地去思考成员之前是通过获得哪些非货币形式的交换价值来实现这些感受的,因此不利于网络社区经营者根据社区用户不同的交换需求采取有区别性的报酬强化机制激励用户继续进行这类交换,促进网络社区中比特产品的创造和共享。同时,研究者们大多只建立了概念模型从质上去分析讨论这些交换目的,没有进行量化,从而不利于指导网络社区经营者们采集关于价值的相关数据进行跟踪和观察。
以上的现实背景和已有的理论研究现状使本文的研究工作具有了相当的重要性和必要性。为了在理论上揭示不同交换形式下比特产品的交换条件和交换价值的本质,完善现有交换价值理论和比特经济学的微观理论体系；同时在现实中帮助比特产品市场的参与者分类深入认识比特产品交换价值的实现方式,为有效管理交易市场和制定价格策略提供基础,基于目前比特产品交换价值的研究成果和不足,本文先是从狭义和广义的角度介绍了比特产品的概念,接着探讨了传统交换价值概念的范畴,指出其在解释比特产品的交换价值时存在一定的局限性,从而将比特产品的交换价值研究范畴从商品交换领域回归到了产品交换领域。接着根据比特产品交换时是否以盈利为目的,将比特产品的交换形式分为盈利性交换和非盈利性交换。然后分别辩证地分析了比特产品盈利性交换和非盈利性交换两种交换形式下的价值交换机制、交换价值的本质和交换价值的实现机制。研究内容和结论如下：
(1)比特产品盈利性交换的交换价值研究。首先,从比特产品进行盈利性交换的版权价值结构、交换的条件出发分析其价值交换机制；然后,对比特产品盈利性交换的交换价值进行质的描述,在此基础上分别探讨了单次交换价值量和长期平均交换价值量中表现出的比特产品的价值结构,同时分析了研究比特产品长期平均交换价值量的必要性；接着,为了能从价值积累和价值转化的高度正确认识比特产品低价甚至免费交易的市场现象,揭示了比特产品延长的交换价值链中出现机会价值这种代表未来交换机会的中间交换物；然后构建数学模型重点研究了机会价值主要通过哪些方式转化为货币形式的交换价值,分析转化过程中的影响因素。
通过研究本文认为,比特产品盈利性交换的交换可能产生区为供方的成本曲线与需方的效用价值曲线围成的区域；与物质产品的交换可能产生区相比,由于比特产品的交换底限可以为产品的平均成本线或边际成本线,可能交换区域发生了横向和纵向的拓展。比特产品盈利性交换的交换价值本质是各部门应分得的社会有用劳动,作为商品进行盈利性交换的比特产品与传统物质产品的交换价值在质上并无本质区别。比特产品的版权价值结构是比特产品进行盈利性交换的基础,版权价值结构出现的根本原因是比特产品生产过程所投入的创新劳动具有特殊性,而比特产品成本结构的特殊性是版权价值结构能够出现的条件。增加产品供给量所获得的交换价值总和共同构成了创造第一份比特产品的创新劳动价值,因此研究比特产品的长期平均交换价值量有必要性。比特产品盈利性交换的交换价值链发生了延长,其中积累的机会价值主要可以通过优质用户的培养、直接网络外部性和交叉网络外部性几个方面转化为货币形式的交换价值。这使得盈利性交换的区域以比特产品的边际成本曲线作为交换底限成为可能,也是市场上出现了大量长期低价甚至免费比特产品的原因。相比在单次交换中比特产品的价值全部转化为货币形式的交换价值,这种先积累机会价值的方式有可能会增大最终产品能够换回的货币形式的交换价值量。因此对于比特产品而言,创新劳动最终能够形成多大的社会有用劳动价值,受到产品在市场上交换被用户使用和消费情况的影响。
(2)比特产品非盈利性交换的交换价值研究。首先,在分析了比特产品进行非盈利性交换行为所涉及的对象、交换行为的流程和表现方式之后,探讨了比特产品非盈利性交换的价值交换机制,主要从交换产生的条件和基于传播模式的价值反馈机制两方面展开分析；然后,对比特产品非盈利性交换的交换价值进行质的描述和构成分析,并建立多维测度模型有效衡量交换价值；接着,为了具体研究交换价值的不同维度如何满足人们的高层次心理需求,同时验证对交换价值的构成维度划分是否科学,分析建立了个人时间价值实现机制的实证模型；最后,为了研究网络社区成员在进行比特产品非盈利性交换过程中影响交换价值实现的因素及其作用,基于交换价值的测度分析构建了比特产品非盈利性交换机制模型。
通过研究本文认为,比特产品非盈利性交换时基于互惠原则和彼此的信任,双方通常不作讨价还价,交换会产生人与人之间的义务感、感激和信任之情；交换中的比值并不固定,获取的回报以结果预期为基础,只要交换双方满意就行,不需要统一的社会标准。比特产品非盈利性交换的交换价值可以用个人时间价值来衡量,以个人有用劳动为基础,体现了创造生产比特产品所付出的个人自由劳动的个人有用性,因此与传统商品交换中的交换价值在质上有本质区别。比特产品非盈利性交换的交换价值测度可以划分为关系嵌入性维度、结构嵌入性维度和认知嵌入性维度；个人时间价值的实现过程就是通过交换价值的各个维度来满足人们不同的高层次心理需求。比特产品非盈利性交换的交换价值实现受到交换过程中多种因素的影响,包括原创者因素、消费者因素和产品因素。
本研究的创新之处表现在：
第一,揭示了比特产品在市场上的交换形式中出现了不以盈利为目的的非盈利性交换形式,从而将比特产品交换价值的研究范畴从商品交换领域回归到了产品交换领域。
第二,系统分析了比特产品盈利性交换和非盈利性交换形式下的价值交换机制和交换价值的本质,并与传统交换价值概念作对比,揭示了不同交换形式下比特产品的价值基础。
第三,在比特产品盈利性交换的交换价值实现方面,揭示了延长的交换价值链中存在机会价值,并建立模型探讨了机会价值如何转化为货币形式的交换价值。从而解释了市场上中出现大量低价甚至免费比特产品的根本原因和基本条件,指导产品提供者建立合适的盈利模式推广比特产品来回收开发创造的成本并盈利。
第四,借鉴社会资本理论和复杂网络理论建立多维度测度模型有效衡量比特产品非盈利性交换的交换价值,基于此研究了交换价值的各个维度如何满足人们高层次心理需求,以及交换价值实现过程中的影响因素作用。从而指导网络社区经营者根据社区用户不同的心理需求采用强化机制来激励比特产品的生产者,有的放矢地采取措施加强成员进行比特产品创造和非盈利性交换的积极性,促进网络社区互动关系的运作和创新发展。
As the virtual product carrying information resources, the Bit-product is a kind of information products with the bit or the bit-stream form. It has the special cost structure of almost zero marginal cost, which makes some classic economic theory fails. Although the labor time of production invented into the Bit-product copies is almost zero, the use-value of copies is the same as the original product. And the producers get a certain amount of exchange value from the copies sales. This phenomenon has cast doubts on the traditional theory that the value basis of products is the human general labor. Meanwhile, the presence of network externalities in some Bit-products results the quantity of the Bit-products'value is no longer only determined by the production process like the material products, but is affected by the processes of exchange and consumption.
The failure of the traditional exchange value theory makes the evaluation and pricing of the Bit-products in the market lack the theoretical foundation. From the view of the producers, since a certain cost is invented on the creation and production of the original Bit-product, they hope to get some amount of exchange value through the Bit-products sales to ensure the capital recovery and earnings. But form the point of the consumers, since the cost of the Bit-product copies is almost zero, the products should be provided to the users for free. They throw doubt on the rationality of the Bit-products pricing, which lead to the producers face a dilemma in setting prices. The one hand, the price that ensure the capital recovery may reduce uses'acceptance and hinder the market early development to make the products mortality; on the other hand, the lower price or free products may rapidly expand market to improve the product utility, but can not guarantee the cost recovery. The lack of a clear understanding of the nature of the Bit-product exchange value, the mechanism of the value exchange and the way of value realization, results the difficulty of establishing the profitable model in the Bit-products market. Many producers postpone the profitability time of Bit-products, which extends the exchange value chain. So what kind of intangible resources are accumulated in the early low-price or free period and how to transform them to the expected revenue-the monetary exchange value in the future, become the worthy research point.
In addition, some exchange behaviors with the non-profitable purpose are appeared in the Bit-products market. They let people re-examine the meaning of the "vale" and think the expression of exchange value in these behaviors. Based on these new phenomena and contradictions, what kinds of exchange forms appear in the Bit-products market, what are the value exchange process and the nature of exchange value in different exchange form with the comparison to the material products and how the exchange value is realized? What the new features arise compared to the material product? These questions provoke us to investigate and study.
The obtained economics researches about the exchange behaviors ware generally based on the material products characteristics. It was decided by the fact that the exchange objects almost are the material products in the industrial age. In order to distinguish from other existing economic theory and combine with the most important feature of the Bit-products, some scholars proposed Bit Economy and defined the Bit-products as one kind of information products with the bit or bit stream form. After the contrastive analysis on the exchange object, the exchange principle and the exchange goal of various types of exchange such as commodity exchange, social exchange, gift exchange and knowledge sharing, this study has affirmed the referential significance of these existing theories on the research about the exchange value of the Bit-products. In the studies of the concept of Bit-products exchange value and the empirical researches of the information products value, some scholars defined the exchange value of the information products as the evaluation of objective use-value. And the empirical work helped people to find the objective criteria to evaluate the value of information products and further confirm the exchange value. But the above study didn't systematically analyze the concept and the nature of the Bit-product's exchange value.
Based on the existing studies on the value exchange process of the Bit-products, in the researches about the exchange for the profitable purpose, some scholars focused on the information copyright trading and revealed the patterns and rules of the trading. And other scholars explored the problem how to reduce the transaction costs of copyright trading. But the above discussions on the value were limited to the value assessment before the copyright trading and didn't show the value exchange mechanism of this exchange form. The nature of the exchange value and the way how the exchange value is realized were also ignored. In the face of many kinds of low-price or even free Bit-products appearing in the market, some scholars explored the way how to accumulate the trading opportunities and increase the overall revenue in the future. But the points of attention focused on the pricing strategies that failed to help product providers recognize that the extended exchange value chain existing behind the low-price and free trading. Meanwhile, due to the lack of the researches about the realization mechanism of exchange value and the influence factors in this extended chain, it is not conductive to guide the product providers establish an appropriate profit model to achieve the profit goal.
In the researches about the exchange for the non-profitable purpose, many studies explored the exchange purposes of the network community members. But most extracted purposes such as self-efficacy, sense of belonging etc., were the members'own subjective feelings, and researchers didn't deeply think what virtual resources got from this exchange form leaded to the above feelings. So it is not propitious for the network community operators to take different reward strengthening mechanisms to motivate the non-profitable exchange behaviors, promoting the creation and sharing of the Bit-products. On the other hand, most researchers only established up the conceptual model to discuss the purposes of the non-profitable exchange, it is not helpful to collect the data about the quantity of value used for tracking and observation.
Under the above reality and theoretical background, the systematically study about the Bit-products exchange value is very important and necessary. In order to reveal the Bit-products'exchange conditions and the nature of exchange value and complement the existing exchange value and Bit Economy theory systems; and help the Bit-product market participants deeply understand the realization methods of exchange value so as to manage the market trading and make the appropriate pricing strategy. Firstly, this thesis introduces the concept of the Bit-product from the angles of the narrow and broad sense. And discusses the scope of the traditional exchange value concept and points out it has the limitations to describe the Bit-product exchange value. So the study scope of the Bit-product exchange value should return to the field of products exchange from commodity exchange. And then divides the exchange behaviors of Bit-products into the forms of the profitable exchange and the non-profitable exchange according to the exchange purpose. After that dialectically analyzes the value exchange mechanism, the nature of exchange value and the way how to realize the exchange value in different exchange form.
(1) The research on the exchange value in the profitable exchange of the Bit-products. Firstly, analyzes the value exchange mechanism about the copyright value structure and the exchange conditions of the profitable exchange. Secondly, based on the qualitative description about the exchange value, respectively calculates the single and the average quantity of the exchange value. And then points out the necessity of the study on the latter. Thirdly, in order to understanding the phenomenon that many kinds of low-price and free Bit-products appear in the market from the angle of value accumulating and transforming, reveals the presence of the opportunity value in the extended exchange value chain which signifies the trade probability in the future. Finally, builds a mathematical model to focus on the way how the opportunity value transform to the monetary exchange value. That will guide the product providers to establish the appropriate profit model to achieve the profit goal.
This paper argues that the exchange condition of the profitable exchange of the Bit-products is the area enclosed by the cost curve and the utility value curve. With the comparison to the material products, the exchange condition area extends in horizontal and vertical direction because the exchange limit can be the Bit-products'average cost or marginal cost curve. The nature of the exchange value in the profitable exchange is the social useful labor which is deployed to the departments. So it is the same as the exchange value in the traditional commodity exchange. The copyright valve structure of the Bit-products is the base of the profitable exchange, and the root cause of the copyright valve structure appearance is that the innovative labor put into the production has particularity and the appearance condition is the cost structure of the Bit-products. The exchange value of every Bit-product copy constitutes the innovative labor value of the original product. So it is necessary to study the average exchange value quantity of many exchanges. The exchange valve chain is extended in the profitable exchange and the accumulated opportunity value in the chain has the expression of the potential consumers scale and the users' purchasing willingness. It can be transformed to the monetary exchange value through the cultivation of high-quality user, the direct network externalities and the cross-network externalities. That makes the profitable exchange limit could be the Bit-products marginal cost curve and a large number of low-cost or even free Bit-products appear in the market for a long time. Compared in the situation that the value of Bit-product is transformed into monetary exchange value in a single exchange, this way of accumulating opportunity value may increase the total money at last. So as far as Bit-products are concerned, the social useful value created by the innovative labor invented into the product is influenced by the process of use and consume in the market.
(2) The research on the exchange value in the non-profitable exchange of the Bit-products. Firstly, based on the analysis of the exchange objects, the process and the performance of the non-profitable exchange behavior, explores the mechanism of value exchange in the non-profitable exchange. The analysis is given from the aspects of exchange condition and the value feedback mechanism based on the propagation model. Secondly, describes the nature and the structure of the exchange value in the non-profitable exchange. And then for the purpose of overcoming the ambiguity of the measurement and help network community operators collect the value data for tracking and observation, establishes the model to measure the exchange value. Thirdly, in order to study how the exchange value meets the people's different high-level psychological need and guide the network community operators to take different reward strengthening mechanisms to motivate the non-profitable exchange behaviors, meanwhile verify the scientificity of the exchange value measurement, sets up the empirical model of individual time value realization. Finally, establishes the model of the non-profitable exchange mechanism based on the exchange value measurement to research the influence factors in the process of exchange value realization.
This paper concludes that the non-profitable exchange of the Bit-products is based on the principle of reciprocity and the mutual trust. Two sides usually don't bargain and the feelings of obligation, gratitude and trust will generate after the exchanges. The ratio of exchange value quantity is not certain. The payback is based on the result expectation and don't need to comply with the uniform social standard, only settle to two sides'mutual satisfactions. The exchange value can be measured with the individual time value, which is based on the individual useful labor. That reflects the individual free labor invented into the Bit-products production has individual usefulness. So the nature of the exchange value in the non-profitable exchange of Bit-products is different from the traditional commodity's exchange value. The measurement of the exchange value in the non-profitable exchange can be divided into three dimensions:the relationship embeddability, the structure embeddability and the cognitive embeddability. The process of individual time value realization is that the people's different high-level psychological need is satisfied with these three dimensions. And the realization process is affected by several influence factors, including the factors of creator, consumer and product.
The innovations of this study are shown as follows:
Firstly, this thesis reveals that there are two forms of exchange in the Bit-product market:the profitable exchange and the non-profitable exchange. So the study scope of the exchange value of Bit-products should be return to the field of product exchange from traditional commodity exchange.
Secondly, this paper gives the systematic analysis of the value exchange mechanism and the nature of the exchange value in two forms of Bit-products exchange. The research results are contrasted with the traditional exchange value theories and reveal the basis of the value in different exchange forms.
Thirdly, the study reveals the presence of opportunity value in the extended exchange value chain and explores how the opportunity value transform to the monetary exchange value in the profitable exchange. So as to explain the root cause and basic condition that many low-cost or even free Bit-products appear in the market. Meanwhile guides the product providers how to profit through promoting products.
Fourthly, drawing on social capital theories and complex network theories, this paper establishes the model to measure the exchange value of Bit-products in the ron-profitable exchange. Based on this measurement, studies how different dimensions of exchange value satisfy people's high-level psychological needs and what factors influence the process of value realization. So as to direct the virtual community operators to adopt the relevant measures to drive community members actively create the Bit-products and exchange them with non-profitable purpose. That will be favorable toward promoting the growth of community interaction and innovation.
引文
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