【摘要】 目前我国知识付费产品有生产者定价、平台定价与消费者定价三种模式,其特点在于以成本与收益为基础或产生重要影响,但限于知识付费产品的物理特性,现有定价模式会导致价格与价值不符。从知识价值理论等角度看,主要有成本、预期期望、信任程度与认知距离四个因素对知识付费产品的定价产生影响,结合这四个因素,将成本收益考量与消费者感知价值两个维度相结合,才能建立知识付费产品的合理定价模型。更多还原

【Abstract】 At present,there are producer pricing,platform pricing and consumer pricing of paid knowledge products in China. It is characterized by being based on costs and benefits or based on the significant impact of cost-benefit. However,due to the physical characteristics of paid knowledge products,the existing pricing model may lead to price inconsistency with value. From the perspective of knowledge value theory,there are mainly four factors that affect the pricing of paid knowledge products: cost,expected expectation,trust level and cognitive distance. Based on the four factors,only by combining cost-benefit considerations with consumer perceived value can a reasonable pricing model of paid knowledge products be established.更多还原