中欧国际工商学院(1).ppt

E-Business (5): Digital Goods电子商务(5): 数字商品
Content内容
Digital goods 数字商品
Economics 经济意义
Pricing 定价
Example: Microsoft 例子: 微软公司
Switching costs and lock-in work effects网络效应
Andreas S. Weigend, PhD韋思岸教授
SJTU Dec 2004
1
Copyright © 2002 Weigend Associates LLC —
Digital goods: Agenda数字商品:教学纲要
Economics of digital goods 数字商品的经济意义
Pricing of digital goods数字商品的定价
Personalized pricing个性化定价
Group pricing群体定价
Versioning版本管理
Bundling捆绑定价
Example: Microsoft 例子:微软
Switching costs and lock-in work effects 网络效应
Types of digital goods数字商品的类型
Numbers数字
Text文本
Sound声音
Images图像
Video视像
3
Copyright © 2002 Weigend Associates LLC —
Properties of digital goods 数字商品的属性
Digital goods are infinitely replicable数字商品可无限复制
4
Copyright © 2002 Weigend Associates LLC —
Properties of digital goods 数字商品的属性
Digital goods are easy to distribute数字商品易于分销
5
Copyright © 2002 Weigend Associates LLC —
Digital Convergence数字汇聚
All information is in digital form所有信息均以数字形式存在
 Common infrastructure for
Processing,
Storage, munications
用于数据处理、存储及通信的通用基础设施
 Convergence of
Communications,
Computers, and
Consumer electronics
通信、计算机与消费电子品的汇聚
Cost structure of information-like goods信息类商品的成本结构
Cost structure成本结构
High fixed costs of production生产固定成本高
Non-transferable 不可转移
Non-recoverable 不可恢复
Sunk costs 沉没成本
Near-zero marginal cost of (re-)production近乎零的生产边际成本
9
Copyright © 2002 Weigend Associates LLC —
Pricing of information-like goods 信息类商品的定价
Pricing is difficult定价比较困难
Lack of clear market definition缺乏明确的市场界定
Lack of robust willingness-to-pay data缺乏有力的支付意愿数据
Lack of ‘comparables’缺乏‘可比较商品’
But there are some guidelines…但也存在一些指导原则
10
Copyright © 2002 Weigend Associates LLC —