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題名 | 以非線性需求函數探討線上音樂定價策略=Research Online Music Pricing Strategy by Using Nonlinear Demand Function |
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作者 | 劉忠陽; Liu, Chung-yang; |
期刊 | 傳播管理學刊 |
出版日期 | 20060700 |
卷期 | 7:2 民95.07 |
頁次 | 頁67-94 |
分類號 | 484.7 |
語文 | chi |
關鍵詞 | 線上音樂; 定價; 需求函數; 獲利; 生命週期; Online music; Pricing; Demand function; Profits; Product life cycle; |
中文摘要 | 近幾年來因為寬頻網路的普及化,線上音樂在歐美國家已經進入一個新興發展的時代,並且成為全球民眾聆聽的主流。在臺灣由於政府沒有實施法律上的強制規範,造成臺灣消費者偏好使用P2P(peer-to-peer)模式以及下載免費的線上音樂。這樣的市場狀況剛好與歐美國家相異,合法的線上音樂商店無法與P2P業者抗衡,使得音樂總產值不斷萎縮,唱片業者大量虧損。價格過高亦是消費者不願購買音樂的重要因素,除了法令規範之外,如何調整目前過高的線上音樂價格,將是攸關整體音樂產業發展的重要課題,唯有提供消費者認為合理的價格才能將目前的線上音樂市場導向正軌。 本研究利用問卷調查獲得消費者對線上音樂願意支付價格的分佈,藉由非線性模擬需求函數來推估消費者購買線上音樂的數量,並且蒐集音樂產品銷售資料進行文獻資料分析試圖瞭解其生命週期的變化,最後在追求業者獲利最佳的原則下,訂定最合適的線上音樂價格策略。研究結果發現:一首線上音樂價按照時效,將價格定為15~20、10、5元時,廠商的獲利最佳。研究結果也遠低於目前合法授權的線上音樂價格(20~35)元,證明合理的價格除了可以讓消費者回到合法的線上音樂購買管道,更可以提供業者較佳的獲利,造成消費者與業者雙贏的市場環境。 |
英文摘要 | On-line music has already become the mainstream music in recent years. In USA and Europe online music is going to a new age. But there is a different condition in Taiwan. Leaking the constraint of law, the consumers of Taiwan like to use P2P and download the free music on websites. Legal online music stores can't attract people and the benefit will be less and less in the future. Beside the law problems, overprice is also the major factor that make the consumers won't buy music. How to adjust the high price is a big and important question. Only to supply the reasonable price to consumers, the music market will have an opportunity to become better. This research surveys the distribution of the price of online music for consumers' willing. By using nonlinear demand function to estimate the quantity of online music bought by consumers and collect the selling data of the music products to analyze their product life cycle. Finally, to define the most reasonable price of online music based on pursuing the maximum profit to the provider. The research shows: A single online music sold for 15-20, 10, 5 dollars by the length of the playing time, the provider would make the max profit. The result of this research is far lower than the legal authorized online music price (20-35). It proves an reasonable price not only force consumers back to the legal channel to buy online music but also provide better profit. It is a both profitable market for consumers and providers. |
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