论数字电视市场上的价格歧视

文档编号:GS2335  文档字数:7812,页数:07

【摘要】随着经济的不断发展进步，数字电视取代传统模拟电视已经成了必然趋势，然而，由于数字电视高固定成本，低边际成本的特点，若要在全国全面普及，如果采取过高的定价，极有可能引发受众的拒斥心理，所以应根据各个消费群体的不同需求制定不等的收费标准，即采用价格歧视策略。本文分析了数字电视的特点以及成本价格构成，并尝试应用现代经济学的理论剖析了数字电视市场上的定价模型，建议变传统的单一垄断定价为多重定价模式，最后提出了数字电视市场中实行价格歧视可以实施的若干具体措施。

【关键词】 数字电视  价格歧视  垄断  多重定价

【Abstract】 Progresses along with the economical unceasing development, the digital television substitution tradition simulation television has already become the inevitable trend, however, because digital television high fixed cost, low marginal cost characteristic, if in national comprehensive popularization, if has adopted the high fixed price, has the possibility to initiate extremely is repelled the audiences the psychology, therefore should act according to each expense community the different demand to formulate the different charge standard, namely uses the price discrimination strategy. This article has analyzed the digital television characteristic as well as the cost price constitution, and the attempt application modern economic theory analyzed in the digital television market fixed price model, suggested changes traditional the sole monopoly fixed price for the multiple fixed price pattern, finally proposed in the digital television market implements certain concrete measures which the price discrimination may implement.

【Keywords】digital television; price discrimination; monopoly; multi-structure price

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