高技术产品定价模型研究——基于TCO和TVO均衡的视角

Study on Pricing Model of High-tech Products Based on Perspective of Equilibrium between TCO and TVO

中文关键词:  高技术  技术结构  拥有的总成本(TCO)  拥有的总价值(TVO)  定价模型

英文关键词:high-tech  technological structure  total cost of ownership (TCO)  total value of ownership (TVO)  pricing model

中文摘要:

      现行定价方法在应用于高技术产品时遇到困难,这主要是其价格结构中缺失拥有的总成本和拥有的总价值这两个要素所致。高技术产品的技术结构是影响价格决策的重要因素,这一影响通过拥有的总成本和拥有的总收益之间的交互关系或者说均衡关系得以实现。这一特征与一般产品,例如以标准化为导向的工业品或以消费者个性化为导向的消费品大相径庭,因此用一般产品定价方法为高技术产品定价显然是不合适的。文章构建了基于拥有的总成本和拥有的总价值均衡条件下的高技术产品定价模型,得到该模型的逻辑过程是:给出成本与预算双约束下的拥有的总成本曲线及此双约束下的拥有的总价值曲线,分别建立两组曲线内成本约束与预算约束的线性均衡关系,并通过两组线性均衡关系的均衡找到均衡价格。研究结论为高技术产品定价提供了参考。

英文摘要:

      There is a serious trouble when the prevailing pricing method is applied to high-tech products, mainly due to the absence of two factors in the price structure:total cost of ownership (TCO) and total value of ownership (TVO). The technological structure of high-tech products is an important factor to influence the pricing decision-making. Such influence can be seen through the interaction or equilibrium relationship between TCO and TVO. This feature is totally different from general products such as the standard-oriented industrialized products and individualism-oriented consumption products. Therefore, it is inappropriate to use the general product pricing method for high-tech products. This paper deduces the pricing model for high-tech products based on TCO and TVO. The logic process of deducing the model is to give two curves of TCO and TVO under the double constraints of cost and budget, respectively establish two linear equilibrium correlation under cost and budget constraints within the two curves and get the equilibrium price through the equilibrium correlation of two curves. The conclusion provides reference to high-tech products pricing. 