电子版公布策略的经济学分析
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财经研究 2010 年 第 36 卷第 01 期, 页码：5 - 16
摘要
参考文献
摘要
有一类产品,既有实物载体,也可以有电子载体,且不同形式的载体给消费者带来的效用有所不同。对于这类产品,其电子版在网络上的传播往往被视为盗版;但也有相反的情况:厂商主动将免费的电子版公布到网上,可是实物产品的销售不但没有减少,反而增加。文章研究发现,当高端客户比例和产品符合其需求的顾客比例较高时,免费的电子版不但不应该视为盗版,而且还可以作为一种营销工具,利用口碑传播来扩大潜在的顾客群,从而促进实物产品的销售,最大化企业利润。文章对这一问题建立了规范模型,讨论在各种不同情况下厂商的电子版公布策略与相应的价格策略。
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引用本文
董松挺, 赵平, 邹德强. 电子版公布策略的经济学分析[J]. 财经研究, 2010, 36(1): 5–16.
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