文献类型：期刊文献

中文题名：平台总部与加盟商定价模型研究——以政府购买公共文化服务平台为例

英文题名：Research on the Pricing Model of Platform Headquarters and Franchisees——Take the Government Purchase of Public Cultural Service Platform as An Example

作者：张荣齐[1]

第一作者：张荣齐

机构：[1]北京联合大学管理学院

第一机构：北京联合大学管理学院

年份：2018

卷号：0

期号：2

起止页码：3-9

中文期刊名：技术经济与管理研究

外文期刊名：Technoeconomics & Management Research

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；

基金：北京社科基金北京政治文明基地开放课题12213991724010213项目子课题(17zzwm023)

语种：中文

中文关键词：互联网平台;定价模型;政府购买;公共文化服务

外文关键词：Internet plaforrm;Cost pricing model;Government purchase;Public culture

摘要：互联网+政府购买公共文化服务平台作品具有不同于有形产品的特性,无法照搬物质产品的定价方法。在已有定价理论的基础上,平台从单边统一定价、多边统一定价、差别定价和加盟商使用流量预测四个方面建立模型,提出了按成本高位定价、按成本低位定价、垄断定价、体验定价四种模式,同时借鉴Ramsey定价法、平均成本定价法、完全分摊成本定价法,结合互联网的结构特点,利用一般均衡的思想建立了互联网平台多边的成本定价理论模型,围绕互联网政府购买公共文化服务平台拥堵问题,建立差别定价模型,证明了消费者剩余在高端加盟商愿意出高价时增加,通过验证收入的指数型分布特征,建立加盟商使用流量预测模型,对于后期研究具有重要应用价值。
Internet plus public culture platform products with characteristics different from the traditional material products, pricing method can not copy the product. Based on the existing pricing theory, from a single product and multi product pricing unified pricing,differential pricing strategy and user group scale forecast four aspects to establish the model, put forward the pricing according to the cost, high pricing, according to the low cost of monopoly pricing, the pricing of four kinds of intuitionistic model, and use the Ramsey pricing method, the average cost pricing method and complete apportioning cost pricing method based on the structural characteristics of the Internet, establishes the theoretical model of cost pricing Internet multi product with the general equilibrium theory, the Internet plus public culture platform congestion, establish multi user difference pricing model, proved that the consumer surplus increases significantly in the high-end users are willing to pay higher prices, through the index verification income distribution, the establishment of user group scale prediction model has important value for later empirical research.