The price of information goods of information goods

The price of information goods is the monetary expression of the value of information goods. Without taking into account the premise of the market factors, the main components of the price of information commodities generally include ① the production cost of information commodities ② the cost of sales of information commodities ③ the reasonable profit of information commodities. The basis of price formation refers to the internal factors that determine the formation of prices, that is, the objective basis followed in the process of price formation, the basis of the formation of information commodity prices refers to the price of information commodities should be based on what, due to the value of information commodities value of the specificity of the information commodities price in reflecting its value is also much more complex than the material goods, China's information science community currently has the following points of view:

1, value Price theory

Value determinism of the view that the value is the basis for the formation of information commodity prices. The amount of value determines the price of information goods. The theoretical basis is the labor theory of value.

Including

1) the qualitative basis for the formation of information commodity prices is the value

2) the formation of the price of information commodities as its use value as the "material" basis, leaving the use of value, value can not be the basis of price formation, the use of value in the formation and realization of the important role of price

The use of value in the formation and realization of the price of information commodities, the use of value as the "material" basis of price formation.

3 information commodity price formation of the quantitative basis for the production of information commodities consumed by the amount of socially necessary labor time determined by the amount of value

4 information commodity price formation is also affected by a variety of factors, in particular, changes in supply and demand for the formation of prices play a very important role, and sometimes even play a decisive role.

The value of information commodities is measured by the analysis of the labor process in its formation, which can be expressed as follows: W=C+V+M where C, V, M are respectively constant capital, variable capital and surplus value. Under the premise of value determination, the information commodity value of monetary expression for the price.

2, utility price theory

is that the price of information commodities by the use of information may be or actually produce the utility to determine. Utility is the information commodity use value of the form of expression, is monetized use value, refers to the use of information and do not use the information in two cases of decision-making consequences in the comparison of economic income. Utility price theorists believe that, because the production of information commodities does not exist in the average socially necessary labor time, information commodities do not have a stable entity, so the value of information commodities can not be used as a uniform scale of comparison and **** the same standard, the price of information commodities can only be correctly described with the help of utility indicators, so the utility of information commodities has become the basis of the price of information commodities.

3, monopoly price theory

Since the production of information commodities has the uniqueness, originality and non-repeatability, and there is a legal problem of property rights protection, the formation of the monopoly of the price of information commodities. This viewpoint holds that the non-repeatability of information production and the exclusivity of exchange make its production and sale have obvious monopoly, and the price of information commodities is determined by the monopoly of the seller, the degree of demand and the ability to pay of the buyer.

4, supply and demand price theory

The determinants of the price of information commodities is the relationship between supply and demand, it is the buyers and sellers in the market constraints on each other determines the price of information commodities. The amount of user information about the expected profit, constitute the upper limit of the theoretical price of information goods, the amount of user production costs, constitute the lower limit of the theoretical price.

Any of the above price theory does not fully reflect the characteristics of information commodities, although they are the theoretical basis for the pricing of information commodities, but can not independently guide the pricing of good information commodities. 1, the information commodity itself factors

(1) the value of information commodities: value includes cost and profit, is the sum of cost and profit, the greater the value, the higher the price of information commodities; the lower the value, the lower the price.

(2) the difficulty and risk of information commodity production: information commodity production is difficult, the input cost is relatively high, the price is correspondingly high. But the production of a certain contingency, and inputs do not necessarily get the output, the greater the risk the greater the profitability of the principle, the risk of information goods price is correspondingly high.

(3) life cycle and timeliness: the life cycle of information products refers to the success of the development of information products from the West into the market, after the development, maturity stage, and ultimately eliminated the whole process. In the growth or maturity period of information goods tend to bring high economic benefits, its price is naturally high. Information commodities in the saturation and elimination phase of the life cycle, its price is low.

(4) the quality of information goods: that is, the utility of the goods, the better the quality, the stronger the utility, the higher the price.

2, information goods directly related factors

(1) the utility and economic utility of information goods: the more problems the user solves after use, the higher the price the buyer is willing to accept, and vice versa, the buyer is willing to accept the lower the price.

(2) supply and demand: although supply and demand can not determine the price, but can be adjusted through price fluctuations in production conditions, production behavior, etc., thus affecting the formation of value; the direct impact on the price of the commodity itself, supply exceeds demand leading to a decline in prices, and undersupply leading to a rise in prices.

(3) the number of transfers: a one-time transfer, the price is higher, multiple transfers, the price of each transfer is lower, its price has uncertainty.

(4) transaction mode: a one-time buyout, the price is relatively low; installment payment, the longer the payment time, the higher the price; into the payment type, the price is determined by the buyer's use of the value created by the information commodity.

(5) the user's economic and psychological capacity: the economic benefits of information goods is not significantly higher than the cost of uniforms, then the user may not stop, the seller asks for more than the user's ability to pay, but also no one asked.

3, information goods indirectly related factors

(1) the scale and degree of social informatization

(2) national economic policy

(3) monetary changes

(4) social psychological factors The price formation mechanism of information commodities is multi-dimensional, factors affecting the pricing of information commodities are also multifaceted, and ultimately by the utility, cost and other factors are comprehensively determined. Among them, cost determines the lower limit of the price of information commodities, and utility determines the upper limit of the price of information commodities. Under normal circumstances, the price fluctuation affected by supply and demand can only be in this range, while monopoly brings special price beyond the price range for information commodities. Therefore, the influence of each factor on the price of information commodities should be considered comprehensively.

Obviously, in the process of setting the price of information commodities, if priced according to the marginal cost, surely can not recover the investment, so the information commodity producers in order to compensate for the investment and to carry on the development and production of playing the new information commodities, under the premise of predicting the scale of sales, the first calculation of the average cost; and then consider their own and the industry's monopoly power and the target profitability, to determine the space of the markup, and to formulate A preliminary test price; Finally, the product will be put on the market, observe the market reaction and competitors' prices, according to the statistical feedback and then adjust the price level, and finally synthesize to form the final published price. 1, the governing principle of value theory: information products have a fixed nature, the same is a labor product. In the production process, the more links, the more complex its development, the greater the difficulty, the heavier the input weight, the greater its value, the price is correspondingly high, which is the basic pricing principle of all commodities.

2, the principle of diminishing: information commodities with *** enjoyment and preservation, its production costs in the multiple copies of almost no growth, so its price according to the form of sale and transfer of the number of different, take the principle of diminishing.

3, according to the quality of the price principle: information goods have originality and timeliness. High-quality products, the price is higher, low-quality products, the price should be lower, according to the quality of the principle of price can limit the shoddy goods into the information goods market, reduce information pollution.

4. The principle of benefit sharing: the knowledge of information goods can bring benefits to its users. Benefit sharing principle is according to the user in the use of information obtained after a certain percentage of profit sharing method. It reflects the economic interests between people, this method is conducive to the improvement of the quality of information commodities, and promote the further improvement of the information market. Because the information commodity market is close to the monopolistic competition market model, so the characteristics of this market and the characteristics of the information commodity itself *** with the decision of the specific pricing strategy of information commodities, including:

1, differential pricing

(1) time lag

The time lag strategy refers to the manufacturers to take advantage of the differences in the degree of sensitivity of the consumer to the time constraints, the consumer has a different demand for the product. Function of the various levels, on the product of different sales time to ask for different prices, so as to obtain more in the profit.

(2) product personalization strategy

Since in the information goods market, the basic principle about information pricing is based on value, must be based on the customer's willingness to pay to different customers to ask for different prices. In reality, we should have some understanding of consumers and differentiate pricing of products by choosing for them and other ways.

(3) Consumer Groups

Since in real life, the manufacturer may not be able to obtain the willingness to pay of every consumer, he can only roughly divide the consumers into two or more groups with different needs according to the past demand and the characteristics of the purchasing object, and ask for different prices from different groups of consumers for the same kind of goods.

2, bundled sales

Despite the different needs of consumers, but sometimes can not be price discrimination, then manufacturers can take the bundled sales strategy. When consumers have different reservation prices for two goods, the bundled sales strategy will play a big role.

3, penetration pricing

The market structure of information products determines the information enterprise's business objective is "market maximization" rather than "profit maximization", which determines the pricing strategy of the information goods are "Penetration pricing", maximize the occupation of the market, rather than rush to earn excessive profits.

4, Ramsey price

Ramsey price is a series of optimal pricing above marginal cost, which can finance the provision of goods and services. Economic efficiency increases when the net loss from raising the price of a good or service is less than the net gain from applying the additional input.

Because of the characteristics of the information commodity itself, so we are in the specific application of these theories and strategies at the same time, we must specifically analyze the social conditions at the time, the information environment, the specifics of the target market and other relevant conditions, from the actual need to adopt a reasonable price theory and price strategy. Then according to the actual situation, the comprehensive use of economics, marketing, the basic principles of pricing, with reference to the current prevailing characteristics of knowledge products and intellectual services, respectively, the use of different pricing methods, in order to develop a reasonable price.