電子商務(wù)環(huán)境下交易成本變化對產(chǎn)品定價策略的影響分析.pdf

1、廈門大學(xué)碩士學(xué)位論文電子商務(wù)環(huán)境下交易成本變化對產(chǎn)品定價策略的影響分析姓名：許達(dá)專申請學(xué)位級別：碩士專業(yè)：金融學(xué)指導(dǎo)教師：潘越20070601AbstractTheriseofInternetandElectroniccommerce(EC)haverevolutionizedhumanlifeandbroughtsignificantchangestothetraditionaleconomyThegreatestcontributi

2、onofECtothesocietyisthatitreducestransactioncostandhelpstomaximizeresourceallotationTransactioncosttheoryistheacademicbaseofECResearchesinthisaspectnotonlyexpandthestudyfieldofEC，butalsohelptoamendtheon—linebusinessmodel

3、，improvetransactionefficiencyandexpandbusinessscopeECexertsamulti—dimensionalimpactonthemarket，whichwillbereflectedinthecostofgoodsEChelpstopromotetheParetooptimizationofenterprisesthroughthechangeofpricingmodelThepapers

4、tartsfromthechangeoftransactioncostinECenvironment，categorizesgoodsintotangiblegoodsanddigitalgoods，andanalyzespricingmodelsrespectivelyCostingandPricingoftangiblegoodsaresimilartothatoftraditionalgoods，exceptthatthetran

5、sactioncostCanbereducedinECenvironmentWiththeviewtothispoint，thepaperbringsaboutsomepricingpoliciesontangiblegoodsinECenvironmentIntangiblegoods，alsoknownasdigitalgoods，havetheiruniquefeaturesThegreatestvalueofdigitalgoo

6、dsliesinthattheyCanbeeasilycopied，storedandtransportedCostingofdigitalgoodsisthekeyfactorinpricingTotallydifferenttothatoftraditionalgoods，themarginalcostofdigitalgoodsapproachtozerowiththeincreaseofproduction，whichbring

7、sakindofdilemmaincostingandpricingThepaperelaboratesthetransactioncostindigitalgoodspricing，presentssomepricingstrategiesondigitalgoodsandanalyzesthemincasestudiesKeywords：ElectronicCommerce；TransactionCost；Pricing；Digit