联系我们

论文查询结果	返回搜索

论文编号：	595
作者编号：	2120061950
上传时间：	2008/6/19 23:54:40
中文题目：	数字产品供应链中电子图书定价研
英文题目：	Study the Pricing of the E-Boo
指导老师：	李勇建
中文关键字：	定价;电子图书;数字产品;网络出<
英文关键字：	Pricing;E-Book;Digital Goods;N
中文摘要：	近年来，随着网络的普及，新型的电子商务为电子图书的出现奠定了基础。 由于电子图书具有数字产品的相关特性，例如可复制性、不可破坏性、外部性等，而且这类数字产品的成本结构比较特殊，具有高固定成本，低可变成本的特点。定价问题是关系到产品的成长和发展的一个重大因素，所以如何在传统销售渠道和网络销售渠道并存时对电子图书这类数字产品进行合理定价一直是各方研究和探讨的重点所在。在目前的文献中，大部分针对电子图书这类网络出版物的定价一方面都只是根据电子图书某一个特性进行的定性分析，而没有从模型的角度进行求解，并对可能影响求解结果的各种参数进行详细的分析；另一方面，也没有从供应链整个系统的角度去考虑电子图书的定价问题。 目前，针对电子图书这类数字产品的定价问题研究还比较少，大多数关于数字产品定价的研究都是定性方面的研究。本论文结合网络出版业的实际应用，综合考虑版税模式和买断版权模式下的电子图书的定价模型，并且在每一种模式下分别考虑集中式决策下和Stackerberg博弈下两种情况的定价模型：采取集中式决策定价模型来研究电子图书的定价，即出版商和实体书商共同决策，决定传统销售渠道以及网络销售渠道下的两种图书的价格，从而获取整条供应链上的利润最大化；采取Stackelberg博弈决策定价模型来研究电子图书的定价，即出版商和实体书商为了达到各自的利润最大化而分别制定自己的价格，并针对不同模式、不同决策下的供应链的总体利润和图书的最优定价进行数值算例分析，最后得到本文的结论。 论文采用模型分析以及Matlab工具对可能影响定价和利润的各个参数进行了数值算例分析，为电子图书的定价提供了科学依据，一方面具有现实意义和指导意义，另一方面，不仅对电子图书这类数字产品的定价有实际意义，而且论文的模型以及分析求解方法可以拓展到其他的数字产品的定价领域。
英文摘要：	In recent years, with the development of the network, the new e-commerce builds a solid foundation for the emergence of E-Book. As E-Book has some special characteristics like the digital products, such as replication, undestructive, externality, etc. And the cost structure of the digital product, with high fixed cost and low variable cost, is rather special too. So the pricing problem of E-Book is an important issue that is related to the growth and development of products. Then how to make a proper price for the E-Book when the traditional sale channel and networks sale channel exist simultaneous has been the main part of the research of E-Book. In the existed literatures, the majority researches on the pricing for such network publications are only the qualitative analysis, not from the view of solving the model, and analyzing the parameters that may affect the outcome of the solution. On the other hand, it also doesn’t consider the pricing problem from the angle of view of the entire supply chain system. At present, the researches on pricing digital products such as E-Book are still relatively not much, and most of them are qualitative researches. In this thesis, with the application of the actual network publishing industry, firstly, we use two pricing models (a buyout from royalties and copyright) to study the problem. Then we apply them in two occasions respectively, one is the centralized decision-making and the other is the Stackerberg game decision-making. In the centralized decision-making, the publisher and book retailer make decisions together, decide the prices of the two kinds of books under the traditional channel and the network channel, aiming to reach the maximal profits of entire supply chain. In the Stackelberg game, the publisher and book retailer set their own prices to achieve their own maximal profit respectively. We also do some numerical examples for the optimal pricing and the overall supply chain profits under different models and different decisions to get the final conclusions. This thesis using the Matlab tool to analyze the parameters of the model that may affect pricing and the profit to provides a scientific basis for E-Book pricing. On the one hand, the study has the relevance and significance. On the other hand the problem-solving approach used in the thesis can also be extended to other fields in practice.
查看全文：	预览  下载(下载需要进行登录)