信息产品销售的渠道选择与版本化策略分析-channel selection and versioning strategy analysis of information product sales.docx

ABSTRACTWith the advancement of information technology and internet progress, information product has nowadays become an indispensable part of our lives. It is different from traditional physical products in several aspects such as zero marginal production cost, reproduction and network externality. Due to these special characteristics, its sale mode is different. The research focuses on sale channel selection and versiong strategy. In the term of maximizing the supplier’s profit, the profit model is constructed and solved by applying the first order condition or numerically experiment. Finally, the conclusions are as a guidance to sell information produces in theory and practice. The main research topics are presented as follows:(1) Two sale modes of copyright are compared. An information product supply chain model is constructed, which consists of information product content provider, as the stackelberg leader, retailer and consumers. The copyright can be sold based on two policies: fixed-fee policy and per-copy policy. In order to determine the best policy from the perspective of the profit, product quality and demand, the model of maximizing the profit is developed, subjected to the assumption of heterogonous consumers and that the valuation for the product is distributed with an increasing hazard function. The conclusion showed that the supplier prefers the fixed-fee policy to the per-copy; on the contrary, the retailer prefers the latter policy. However, the fixed-fee policy is more preferable from the whole supply chain’s profit.(2) The research topic of determining the best sale channel for the supplier isexplored. The information product manufacturer can distribute their products through many kinds of channels,e.g. online direct sale and traditional retail marketing. Which channel and sale mode is preferable for the manufacture? The product quality, the price, and the customer acceptance for direct channel are the decisive factors. Through analyzing the de