摘要
长尾理论作为一种基于互联网产业的新经济理论,一经推出即引起了社会的广泛关注,并被看作是对广为接受的"二八法则"的一次彻底颠覆。长尾理论对于依托互联网进行传播和销售的在线信息产品的定价策略也十分适用。本文将结合长尾理论探讨在线信息产品的两种常见定价策略——捆绑定价策略和定制定价策略。由于在互联网上多种小众化的供给和需求能以极低的成本连接起来,将畅销商品与冷门商品进行捆绑销售的捆绑定价策略和基于个性化定制的定制定价策略都能使需求朝长尾的方向延伸,从而使互联网企业能够充分发掘长尾中的价值。
The Long Tail theory has aroused great public attention after it was proposed. It＇s also appropriate for pricing strategies of online information goods which are transmitted and distributed via the Intemet. The paper mainly discussed two ordinary pricing strategies for online information goods based on the Long Tail theory--bundling pricing and customization pricing. Since various kind of supply and demand can be connected at a very low cost on the hternet, both bundling pricing and customization pricing strategy can make full use of the value in the long tail, namely numerous not so popular online information goods.
出处
《现代情报》
CSSCI
2010年第2期3-5,共3页
Journal of Modern Information
基金
黑龙江大学青年基金项目"在线信息产品定价及销售策略研究"(项目编号:QW200818)研究成果之一
关键词
长尾理论
在线信息产品
捆绑定价
定制定价
the Long Tail theory
online information good
bundling pricing
customization pricing
