| 媒体的数字内容资产与版权定价机制 |
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| 引用本文： | 宋培义,孙江华.媒体的数字内容资产与版权定价机制[J].重庆社会科学,2012(7):58-63. |
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| 作者姓名： | 宋培义 孙江华 |
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| 作者单位： | 中国传媒大学经济与管理学院 |
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| 基金项目： | 国家社会科学基金项目“媒体数字内容资产的版权定价机制研究”(批准号:11BGL107);教育部人文社科项目“基于数字媒体资产开发的内容产品定价机理与模型研究”(批准号:10YJA630133) |
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| 摘 要： | 数字内容资产的版权定价必须依据顾客的感知价值来确定。对于数字内容资产的版权定价策略，可以借鉴经济学中的卡尔多一希克斯补偿理论，即在售卖方和用户的利益之间难以实现“双赢”时，允许以牺牲一方的利益来实现一种较优的暂时平衡。实际应用中具体的版权定价策略可以按多重定价、捆绑定价、渗透定价等进行细分和拓展。
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| 关 键 词： | 数字内容资产 版权定价机制 定价策略 |
Media Digital Content Assets and the Copyright Pricing Mechanism |
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| Song Peiyi Sun Jianghua.Media Digital Content Assets and the Copyright Pricing Mechanism[J].Chongqing Social Sciences,2012(7):58-63. |
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| Authors: | Song Peiyi Sun Jianghua |
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| Institution: | Song Peiyi Sun Jianghua |
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| Abstract: | The copyright pricing of the digital content assets should be determined by the perceived value of the customer.The copyright pricing strategy of the digital content assets can draw lessons from the Kaldor-Hicks compensation theory in Economics,namely when the interests of the seller and users are difficult to achieve "win-win",it is allowed to sacrifice the interests of one part to achieve a better temporary equilibrium.The specific copyright pricing strategy in practical application can subdivided and developed according to the multiple pricing,bundling pricing,penetration pricing. |
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| Keywords: | digital content assets copyright pricing mechanism pricing strategy |
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