中欧国际工商学院(1).ppt

E-Business(5):DigitalGoods电子商务(5):数字商品Content内容Digitalgoods数字商品Economics经济意义Pricing定价Example:Microsoft例子:微软公司Switchingcostsandlock-,PhD韋思岸教授SJTUDec20041Copyright©2002WeigendAssociatesLLC—talgoods:Agenda数字商品:教学纲要Economicsofdigitalgoods数字商品的经济意义Pricingofdigitalgoods数字商品的定价Personalizedpricing个性化定价Grouppricing群体定价Versioning版本管理Bundling捆绑定价Example:Microsoft例子:微软Switchingcostsandlock-workeffects网络效应Typesofdigitalgoods数字商品的类型Numbers数字Text文本Sound声音Images图像Video视像3Copyright©2002WeigendAssociatesLLC—ertiesofdigitalgoods数字商品的属性Digitalgoodsareinfinitelyreplicable数字商品可无限复制4Copyright©2002WeigendAssociatesLLC—ertiesofdigitalgoods数字商品的属性Digitalgoodsareeasytodistribute数字商品易于分销5Copyright©2002WeigendAssociatesLLC—talConvergence数字汇聚AllinformationisindigitalformmoninfrastructureforProcessing,Storage,munications用于数据处理、存储及通信的通用基础设施puters,andConsumerelectronics通信、计算机与消费电子品的汇聚WorldofbitsvsWorldofatoms比特世界与原子世界WorldofbitsvsWorldofatoms比特世界与原子世界Bits:Perfectreplication,nodegeneration比特:完美复制,不会损减Bits:(Virtually)costlessreplication比特:(近乎)无成本的复制Bits:(Virtually)costlessdistribution(freeshipping)7Copyright©2002WeigendAssociatesLLC—rmation-likegoods信息类商品Examples例子News,financialinformation,books,music,motionpictures,research新闻、财务信息、图书、音乐、电影、研究Software,productdesign软件、产品设计Microprocessorsworkbandwidth网络带宽E-business“platform”/merce“services”电子商务‘服务’Retailing,brokerage,paymentsystems零售、经纪、支付系统8Copyright©2002WeigendAssociatesLLC—structureofinformation-likegoods信息类商品的成本结构Coststructure成本结构Highfixedcostsofproduction生产固定成本高Non-transferable不可转移Non-recoverable不可恢复Sunkcosts沉没成本Near-zeromarginalcostof(re-)production近乎零的生产边际成本9Copyright©2002WeigendAssociatesLLC—ingofinformation-likegoods信息类商品的定价Pricingisdifficult定价比较困难Lackofclearmarketdefinition缺乏明确的市场界定Lackofrobustwillingness-to-paydataparables’缺乏‘可比较商品’Buttherearesomeguidelines…但也存在一些指导原则10Copyright©2002WeigendAssociatesLLC—