The Pricing Decisions Of Information Goods On The Basis Of The Game Theory

Pricing in the enterprise operating is one of the most importantdecisions-making. For one thing, the pricing makes an important effect onthe demand; For another, the effect of the pricing strategy can not bereplaced by other marketing methods in the market competition. In themarketing combination, pricing, compared to other marking methods, isthe only factor that can make income, and pricing is the smartest andmost changeable factor. Only we make combination of the activity ofproducing profit and pricing strategy, can we make lasting profit. Pricingin the enterprise operating decisions is the most concrete intriguing, themost complicated and very essential question, it directly related to thesuccess of the product, if we can maximize the profit, if the brand can befounded, and it even decide the boom or decline of the enterprise. It hasan important direct significance for the enterprise to make right marketingstrategy, improve the competition of the enterprise.Information goods is the product of the information economic times,it is different from the traditional products, its feature of high fixed costand low reproduction cost decide its pricing method different from thetraditional products. Information goods can be pirated in large numberdue to their low reproduction cost, and it brings great loss to the legalinformation goods manufacture. Considering the character of information goods, combined with thedomestic and foreign research present situation, the economiccharacteristics of information goods and several typical informationgoods pricing methods have been analyzed. Then take the informationgoods for example, based on game playing among the legal informationgoods manufacture, pirated information goods manufacture and agent,according to the difference of original and pirated software in consumer’seyes, Bertrand Model is set up to study the price competition policyamong the original software manufacture, the pirated softwaremanufacture and the agent, then we get the equilibrium price thatmaximize the above three’s profit. Finally, by numerical experiments, weanalyze the variation tendency of equilibrium price, sales volume andprofit along with the changing of the original and pirated software in theconsumer’s eyes, and then we obtain the inspirational conclusion. Basedon the foregoing analysis, in course of the information goods’ pricing,some questions about the agents’ moral risk, consumers’ adverseselecting and the pricing strategy correct handling are more studied.