隐匿价值、社群学习与知识付费动态定价

doi:10.16381/j.cnki.issn1003-207x.2019.1447

中国管理科学 ›› 2022, Vol. 30 ›› Issue (6): 244-253.doi: 10.16381/j.cnki.issn1003-207x.2019.1447

隐匿价值、社群学习与知识付费动态定价

刘征驰¹, 马滔^1,2, 叶宇阳¹

1.湖南大学经济与贸易学院，湖南长沙410079；2.清华大学经济管理学院，北京100084

收稿日期:2019-09-23 修回日期:2020-03-11 出版日期:2022-06-20 发布日期:2022-06-24
通讯作者: 马滔(1989-)，男(汉族),湖北荆州人，清华大学经济管理学院，博士后，经济学博士，研究方向:知识付费、数据治理、隐私保护与平台经济，Email：hnu2010matao@hnu.edu.cn. E-mail:hnu2010matao@hnu.edu.cn
基金资助:
国家自然科学基金重大研究计划资助项目(92046004)；国家自然科学基金资助项目(71771081，72071073)；中国博士后科学基金资助项目(2021M701957)

Concealed Value, Community Learning and Dynamic Pricing of Knowledge Payment

LIU Zheng-chi¹, MA Tao^1,2, YE Yu-yang¹

1. College of Economics and Trade,Hunan University,Changsha 410079, China;2. School of Economics and Management, Tsinghua University, Beijing 100084, China

Received:2019-09-23 Revised:2020-03-11 Online:2022-06-20 Published:2022-06-24
Contact: 马滔 E-mail:hnu2010matao@hnu.edu.cn

摘要/Abstract

摘要： 互联网知识付费中，知识产品价值对供需双方皆具有“隐匿性”。而网络社群作为产品体验信息的重要来源，在知识价值“显现化”过程中发挥着关键作用。基于此，本文将社群交互因素纳入知识付费两期动态定价博弈模型，深入探讨社群学习机制对最优定价策略的影响。模型分析发现：①最优社群价格存在上限阈值，以确保营造良好社群学习氛围。②最优市场价格依赖于知识成本、消费者参与收益和知识价值后验信念，与知识价值之间呈现“非线性”关系。③知识产品一般应采取渗透式定价方式，而消费者耐心程度、社群活跃度与社群交互效率对均衡价格具有重要影响。进一步福利分析表明，互联网社群学习情境将提升提供者收益。本文揭示了互联网知识交易定价的深层逻辑：社群学习引致的“策略效应”和“信息效应”重塑了消费者行为模式，进而倒逼提供者采取适应性动态定价机制。

关键词: 知识付费；隐匿价值；社群学习；动态定价

Abstract: Considering that the value of knowledge is concealed to both the supply and demand sides,it is difficult to price knowledge products. However, the online community can play a key role in the process of appearing knowledge value. The pricing of knowledge products is explored from a new perspective of community learning. The following three key scientific problems are intended to be solved: (1)Considering the change of consumer behavior patternunder community learning environment, how shouldthe provider set community price and market price? (2) What is the impact of community learning on provider pricing strategy? (3) What is the change of provider’s welfare level in the community learning environment?

Key words: knowledge payment; concealed value; community learning; dynamic pricing

中图分类号:

刘征驰, 马滔, 叶宇阳. 隐匿价值、社群学习与知识付费动态定价[J]. 中国管理科学, 2022, 30(6): 244-253.

LIU Zheng-chi, MA Tao, YE Yu-yang. Concealed Value, Community Learning and Dynamic Pricing of Knowledge Payment[J]. Chinese Journal of Management Science, 2022, 30(6): 244-253.

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隐匿价值、社群学习与知识付费动态定价

Concealed Value, Community Learning and Dynamic Pricing of Knowledge Payment

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