【作者】 甄芳洁；

【导师】 陈建成； 王武魁；

【作者基本信息】 北京林业大学 ， 林业经济管理， 2004， 硕士

【摘要】 本篇论文按照生产、消费和竞争的结构体系，在供求理论和均衡理论的基础上，重点研究了软件产品有关定价的理论及实践。旨在从定价策略的角度，探索有效解决我国当前软件业面临的定价难题，寻求适合软件产品的定价流程和策略模式。试图完善信息产品的价格体系，同时也期望能为有效指导我国软件产品合理定价提供一些借鉴和建议。 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及其定价影响因素分析和理论探讨，通过笔者的社会调查，总结了软件产品定价中存在的一系列问题：成本难题、反盗失利、降价危机和策略问题，针对于此提出了经济价值定价——改变传统定价流程的定价方法，和差别定价——创新性灵活运用的定价策略，是当前软件产品用以定价的最佳策略选择。本文最后一部分以案例分析的方式对软件产品典型的几种具体定价策略做了分析与点评。更多还原

【Abstract】 According to the structure system of produce, consume and competition, The paper presented an unreported study about the theory and practise on pricing of software, on the base of theory of supply & demand and market equilibrium. The author’s aim is to explore the solution of the pricing problem for the software industry from the aspect of pricing strategy, seek the flow and model suited pricing software, try to consummate the system of pricing information products, so anticipate to put forward to some effective suggestions for pricing software products in our country.Based on the past research harvest and my reference to large number literatures, firstly,This text correspondingly summarize the character of the outside net environment and software product, The disaccord between the software products’ cost structure and the consumer’s utility after using that is the most obvious specialty for the software products. The text analyze the factor from the software products’ inside and outside aspect, and It draw a conclusion that the status of market supply and demand is the most complicated diathesis.From the point of view of the supply and demand proportionally, marginal utility law , demand elasticity characteristic and market structure type.etc, This text sum up the different theory for pricing the software product and the traditional practicality product, On the base of the systematized basic theory structure, combining software products’ character and the influence factor to the price of them above-mentioned, though social investigation The author of the paper summarize a series of questions that exists in the pricing for software product, such as cost conundrum, the failing to fight with piratical software, depredator crisis and the problem of pricing strategy, in allusion to those mentioned above ,the author put forward the pricing method from the products’ economy values, which alter conventional pricing flow for the software product. And point out that discrimination pricing is the most important and appropriate pricing method for software products’, the method is an innovative method and it is so flexible that it is the best choice for pricing software products at present. Finally the text comment special strategies for pricing software products, though analyze the case in the real life.更多还原