论文部分内容阅读
依据消费者的版权意识差异将消费者细分为伦理消费者和普通消费者,研究了信息产品垄断厂商的最优定价策略及其对艺术创作者的影响。研究表明:垄断厂商的最优定价因消费者结构、市场敏感性等因素而存在较大差异,没有一个固定的定价策略。高价策略可以得到伦理消费者的支持,但当存在盗版威胁时,垄断厂商因普通消费者的价格敏感特性而面临利润损失,单位可变成本越低,利润损失越大。此外,艺术创作者的期望定价要低于垄断厂商的最优定价,提高版权费率并不能保证给艺术创作者带来收益增加,双方存在定价协调问题。
According to consumers’ differences in copyright awareness, consumers are divided into ethical consumers and ordinary consumers. The optimal price strategy of monopolistic firms in information products and their influence on art creators are studied. The research shows that the optimal pricing of monopoly firms is quite different due to factors such as consumer structure and market sensitivity, and there is no fixed pricing strategy. The high price strategy can be supported by ethical consumers. However, when there is threat of piracy, the monopoly firms face the loss of profits due to the price-sensitive characteristics of ordinary consumers. The lower the unit variable cost, the greater the loss of profits. In addition, the price of art creators is expected to be lower than the optimal pricing of monopoly firms. Raising the royalty rate does not guarantee the benefits to art creators and the pricing coordination between the two parties.