一种基于顾客效用的在线教育产品定价策略研究

在线教育受到互联网巨头和投资界关注的背景下,阐述在线教育产品是一种交叉属性的产品,不但是一种信息产品、也是一种知识产品。基于在线教育的属性以及已有的信息产品定价研究的基础上,建立顾客效用与产品价格关系,改进利润函数,以最大化为条件求出在线教育产品最佳价格。最后列出了模型意义以及未来研究方向。

An pricing strategy of e-learning products based on customer utility

This paper is concerned the background of e-learning,where the internet giants and the investment com- munity pay a great interest. The writers state e-learning product is a kind of product with cross attributes. It is not only a kind of information product, but also is a kind of knowledge product. Based on the properties of e-learning products and the research of pricing among information goods, we firstly establish the relationship between customer utility, and then product prices and improvement of the profit function formula and calculate the best price of e- learning products with the maximum profit. Finally, this paper lists the significance of model and the direction for future research.