联系我们

论文查询结果	返回搜索

论文编号：	13036
作者编号：	1120160798
上传时间：	2022/3/8 10:05:42
中文题目：	考虑消费者行为特征的图书线上发行及定价策略研究
英文题目：	Research on Books’ Online Publishing and Pricing Strategies with Considerations of Consumer Behaviors
指导老师：	侯文华教授
中文关键字：	图书市场；电子书；发行策略；定价策略；消费者行为
英文关键字：	book market; e-books; distribution strategy; pricing strategy; consumer behavior
中文摘要：	近年来，“全民阅读”成为政府工作报告的高频词汇。随着电子商务的飞速发展以及数字化技术的不断进步，图书零售市场在迅速扩张的同时也经历着重大变革。基于近几年我国线上零售业务急速扩张，消费者对于数字化产品接受度普遍提高以及数字版权市场监管体系不断完善，越来越多的消费者开始通过线上渠道购买图书，在逐步树立付费阅读意识的前提下，对电子书的接受度越来越高。而2020年新型冠状病毒肺炎（COVID-19）疫情的出现，加速了图书线上销售渠道的扩张以及消费者数字阅读习惯的养成。因此，图书市场从线下书店为主导向线上零售商为主导转移，图书发行模式由传统纸质书向纸质书与电子书共存转化成为必然趋势。尽管电子书是否会侵蚀纸质书市场甚至替代纸质书一直存在争议，但这一争议并未减缓图书数字化进程，电子书的引入也未对纸质书市场造成重大冲击。具体地，线上以纸质书为主要业务的图书零售平台（如京东、当当、豆瓣读书等），开始开发电子书销售渠道，同时销售纸质书与电子书，这一改变深刻影响了消费者的购买与阅读习惯。因此，与电子书引入是否会取代纸质书市场的争议不同，当前线上零售平台与出版商所面临的是如何协调纸质书与电子书的发行与运营，以及面对图书市场的变化如何调节自身发展策略进而影响消费者的购买选择；同时，在图书市场新业态下，消费者在图书购买选择时产生的行为特点也将影响企业的策略。因此企业有必要洞察消费者行为特征，并根据不同情境调整发行与定价策略。从运营管理与市场营销的综合视角出发，聚焦大众图书线上销售渠道，本研究基于图书这类特殊商品的特点，考虑消费者图书购买选择行为特征与企业（出版商以及在线图书零售商）策略选择的内在联系，探究企业对不同情形的应对策略，具备重要的理论意义及实践价值。 针对以上问题，本论文在梳理现实背景、整理相关文献的基础上提出研究问题，采用博弈论、最优化理论和数值仿真等方法进行模型构建、求解分析。在考虑消费者图书购买选择行为的基础上，明晰纸质书与电子书产品特征，总结纸质书与电子书业务特点，以达到研究纸质书与电子书的线上发行以及定价策略的目的。本论文聚焦于大众图书线上零售渠道，分别以纸质书业务特点以及电子书引入后企业策略调整与企业电子书相关策略选择两个角度为切入点，研究：企业纸质书折扣定价、存在纸质书二手市场下企业发行及定价策略、企业电子书数字版权管理策略以及自出版模式选择问题。具体内容如下： 第一，本论文考虑当消费者存在参考价格效应，即消费者对于纸质书销售折扣敏感时，企业发行与定价策略选择，以及电子书引入对于企业策略选择的影响。为企业发行、定价决策提供参考。以出版商仅发行纸质书的情形作为基准模型，首先分析消费者参考价格效应在此情形下的影响；再通过与出版商同时发行纸质书与电子书情形下的策略选择进行对比，分析发现，消费者参考价格总是会增加企业打折销售纸质书的动机。另外，电子书的引入将进一步加强参考价格效应的影响；消费者的参考价格效应会降低出版商同时发行纸质书与电子书的动机。 第二，本论文考虑了消费者对图书内容偏好不确定性情形下二手纸质书平台市场对原有新书市场的影响。以出版商仅发行纸质书的情形作为基准模型，通过与出版商同时发行纸质书与电子书时的策略进行对比分析，发现二手纸质书平台的存在可能会提升零售商利润，而出版商的利润会下降；另外，电子书的引入会导致二手纸质书交易平台设定较低的交易费用以促进消费者二手纸质书的交易。进一步研究发现，零售商可以通过运营自有的二手书交易平台达到调整收益的效果，而消费者对于二手纸质书的接受度将影响企业利润。 第三，考虑消费者盗版电子书行为，本论文研究了企业电子书数字版权管理策略选择问题。通过对企业引入数字版权管理前后的均衡结果进行对比，分析发现数字版权管理并不总是抑制消费者的盗版行为，其作用与数字版权管理强度与消费者盗版成本有关；而消费者盗版行为的存在也不一定总会降低企业利润。进一步研究数字版权管理强度对于企业利润的影响发现，较强的数字版权管理力度对于企业来说不一定总是最优选择，企业应该考虑消费者盗版成本以及市场监管力度，适当放宽版权管理强度反而能够使利润得到提升。研究结论还显示，消费者对于电子书的接受度也将影响数字版权管理的效果。 第四，考虑消费者对不同发行模式的接受差异，研究了当存在电子书自出版模式时，作者的发行模式选择。利用效用函数刻画作者通过传统出版商发行其作品与作者通过自出版1发行作品时消费者购买选择，得到需求函数，通过求解分析两种情形下企业的最优策略，发现作者是否能通过选择自出版模式发行作品受到了消费者对于自出版接受度的影响，然而较低的接受度不一定总是会使作者版税收入更低，当自出版渠道的版税存在较大优势时，作者仍然能够通过自出版发行作品获取更高版税。另外，对于提供自出版的零售平台，同时允许作者纸质化其作品总是能够提升自身利润。 综上，本论文创新性地考虑了消费者图书线上购买选择行为特点，从纸质书与电子书线上销售业务特点的角度出发，揭示了消费者行为对于企业策略选择的影响，以及电子书引入后企业应做出怎样的策略调整与选择，为作者、出版商以及图书销售相关企业发行与定价策略选择提供了理论参考与实践指导。
英文摘要：	In recent years, national reading has become a high-frequency vocabulary in many government reports. With the rapid development of e-commerce and the continuous advancement of digital technology, the book retail market is also undergoing major changes while expanding rapidly. Based on the rapid expansion of Chinese online retail business in recent years, the widespread acceptance of digital products by consumers, and the continuous improvement of the copyright supervision system for the digital market, more and more consumers have begun to purchase books through online channels, and gradually establish the awareness of paying for reading. Consequently, the acceptance of e-books turned out to be higher than expected. The emergence of the Coronavirus disease (COVID-19) in 2020 has accelerated the expansion of online book sales channels and the development of consumers' habits of reading digitally. Therefore, the dominant book market has shifted from offline bookstores to online retailers, and the transformation of the book distribution model from traditional paper books to coexistence of paper books and e-books has become an inevitable trend. Although there has been controversy over whether e-books will erode the paper book market or even replace paper books, this controversy has not slowed the process of book digitization, and the introduction of e-books has not caused a major impact on the paper book market. Specifically, online book retail platforms with paper book sales as their main business (such as JD.com, DangDang, Douban, etc.) have begun to develop e-book sales channels and sell both paper books and e-books, which has profoundly affected consumer purchasing and reading habits. Therefore, unlike the controversy over whether the introduction of e-books will replace the paper books, the current online retail platforms and publishers are faced with challenges on how to coordinate the distribution of paper books and e-books, and how to respond quickly to the changes in the book market. A company’s development strategies and consumer books purchasing behaviors mutually affecting each other. Therefore, it is necessary for companies to gain insight into the characteristics of consumer books purchasing behavior and adjust their book publishing and pricing strategies according to different situations. The overall objective of this study is to research adaptation strategies for a company in responding to a comprehensive perspective of operations, management, marketing, and online book sale channels. The adaptation strategies will consider the integrated relationship between consumer books purchasing behavior and the strategic options for companies in the field of publishers and online book retailers. The adaptation strategies developed in this study advances the theory in this field and can be applied to real world cases. In details, based on the online book retail channels, the five areas researched in this dissertation are (1) paper book sales discounts, (2) the existence of second-hand paper book market, (3) corporate publishing and pricing strategies, (4) corporate digital rights management strategies, and (5) self-publishing strategies. A suite of systematic approaches including game theory, profit optimization, and numerical simulation were applied for model development and assessment. To achieve the study objectives, this dissertation first investigated the comprehensive relationships between consumer books purchasing behavior and unique product and business characteristics of paper books and e-books. Further, this study assessed various adaptation strategies for distribution and corporate operation. This dissertation mainly assessed the book online retail channel, from the perspectives of the business characteristics of paper books and the introduction of e-books, the choice of corporate-related strategies and corporate e-book-related strategies, research: corporate paper book sales discounts, the existence of second-hand paper book market, corporate publishing and pricing strategies, corporate Digital Rights Management strategies for e-books, and self-publishing strategies are selected. The details are as follows: First of all, this dissertation assessed the impact of reference price effect. Assuming consumers are sensitive to paper book sales discounts, what will be the optimized book publishing and operational strategy? How will the e-book introduction affect the corporate strategy selection. In order to provide adequate information to support the company's decision making, this studies assessed different scenarios. The benchmark model considered the scenario that publishers only publishing paper books. In addition, a scenario of publishing both paper books and e-books simultaneously were also modelled. The benchmark model was used to assess the impact of consumer reference price; The results from both scenarios were compared. Based on the results, it is reasonable to conclude that the consumer reference price effect will always increase the incentive for online platform to sell paper books at a discount, the introduction of e-books will further strengthen this influence of the reference price effect. However, the consumer’s reference price effect will reduce the motivation of publishers to issue both paper books and e-books at the same time. Secondly, this dissertation assessed the impact of the second-hand paper book transaction market on the original new book market regardless of consumers’ book preferences. The results from the benchmark model and the scenario of implementing the strategy of publishing both paper books and e-books at the same time were compared. The comparison suggests that the existence of second-hand paper book platforms will increase retailers’ profits, while publishers’ profits may decline. It also suggests that the introduction of e-books will cause second-hand paper book trading platforms to set lower transaction fees to stimulate the second-hand paper book transactions. Further research also concluded that retailers can improve revenue by operating their own second-hand book trading platform and acceptance of second-hand paper books will affect corporate profits. Thirdly, regarding the e-book piracy, this dissertation analyzed Digital Right Management strategies. By comparing the balanced results before and after the introduction of Digital Right Management by enterprises, the analysis found that Digital Right Management does not always restrain consumers’ piracy. The protection efficiency is related to the intensity of Digital Right Management and the cost of consumer piracy. The existence of consumer piracy may not always reduce corporate profits. The impact of Digital Right Management intensity on corporate profits was further evaluated. The results suggest that strict Digital Right Management might not always be the best option for companies. A balance of consumer piracy costs and market supervision efforts should be taken into consideration. In contrast, the result suggests that loosening copyright management to some degree could improve the profit. The study also suggests that consumers’ acceptance of e-books impacts the digital Rights Management in a positive way. Finally, considering the variance in consumer acceptance of different publishing mode, this study analyzed different self-publishing options. The efficiency function used to calculate the demands of two different publishing approaches, through traditional publishers or self-publishing modes. The optimized solutions for both approaches were used for further analysis. The analysis suggests that publishing works through publishing modes is affected by consumers’ acceptance of self-publishing. However, lower acceptance does not always affect the author’s royalty income negatively. When the self-publishing mode’s royalties have a greater advantage, authors can publish through traditional channels to improve profits. In addition, a retail platform that provides self-publishing can always increase the profits if paper-based publishing by an author is allowed. In summary, by introducing a new parameter, the characteristics of consumer books purchasing behavior, into the assessment system, this dissertation evaluated the impact of consumer purchasing behavior on companies adaptation strategies from the perspective of the business characteristics of paper books and e-books. The conclusion of this study can be applied directly by companies to develop adaptation strategies. The study results can also provide support for authors, publishers, and companies in this field to optimize publishing and pricing strategies.
查看全文：	预览  下载(下载需要进行登录)