基于需求价格弹性的电子书定价策略分析-《武汉职业技术学院学报》

文章信息/Info

Title:: The Pricing Strategy Analysis of E-book Based on Price Elasticity of Demand

Author(s):: ZHANG Kui; College of Liberal Arts, Journalism and Communication, Ocean University of China, Qingdao266100, China

摘要:: 电子书在图书市场中越来越具有重要的地位，但当前电子书定价市场显得较为混乱无序。通过运用需求价格弹性理论，发现电子书总体具有较高的需求价格弹性，且不同类型的电子书需求价格弹性存在差异，其中的原因包括了电子书替代物、电子书用途、占消费比重、消费与阅读习惯等。根据需求价格弹性与电子书价格决策关系，当前经营者可以采取低价市场渗透、差异定价、灵活动态调整等定价策略与方法。

Abstract:: E-books are playing a more and more important role in the book market, but the current pricing market of e-book appears relatively chaotic. By using the theory about price elasticity of demand, it is found that e-book general has higher price elasticity of demand, and different types of e-book have different price elasticity of demands. As for the reasons, they include the substitutes of e-book, the use of e-book, the proportion of consumption, and the habits of reading and consumption, etc. According to the relationship between price elasticity of demand and e-book price decision, some pricing strategies and methods such as low market penetration, different pricing, flexible dynamic adjustment can be adopted currently.