出版科学 ›› 2019, Vol. 27 ›› Issue (3): 65-.

• 本期目录 • 上一篇    下一篇

基于博弈论的纸质与电子书的定价策略

朱 泽 李玉海   

  1. (华中师范大学信息管理学院,武汉,430079)
  • 出版日期:2019-05-15 发布日期:2019-05-15

The Pricing Strategy of Books and E-books Based on Game Theory

  • Online:2019-05-15 Published:2019-05-15

摘要:

[ 摘 要] 纸质书与电子书的定价博弈,本质上是新旧两种互补商品探索共赢空间的过程。本文立足于市场,
围绕纸质书与电子书的定价现状和策略,借助博弈论分析工具,对纸质出版商和电子书供销商双方的定价方式
进行博弈分析,并通过价格策略对图书市场的发展进行探讨。

Abstract:

[Abstract] Essentially,the pricing game of paper books and e-books is a process of two complementary
goods exploring win-win space. This paper bases on the perspective of market, discusses the pricing status
and strategy of paper books and e-books, resorts to the tool of game theory analysis, innovatively analyzes
the pricing mode of print publishers and e-book game suppliers by game analysis, and discusses the
development of book market by pricing strategy.