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E88118
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網際網路服務差異訂價之研究
Differential Pricing of the Internet
1.陳菁瑤
1.Jing-yau Chen
1.世新大學經濟學系
1.Department of Economics, Shih Hsin University
001,002,003,004
1.世新大學經濟學系
1.Department of Economics, Shih Hsin University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-01-01
A.14 計畫執行期間(訖):2000-01-31
1999-10-012000-02-28
A.16 收到日期:2000-08-01
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C.2 聯絡日期:2000-08-01
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1.世新大學經濟學系
1.Department of Economics, Shih Hsin University
1
C.7 資料公開日期:2000-08-02
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近 年來,由於網路寬頻技術的開發與應用,網路壅塞的瓶頸終於得以突破,使網際網路使用進一步普及化與生活化。在交易安全得以確保的原則下,使用者可透過網際 網路利用文字、影像、語音等多媒體形式,滿足日常生活中各種特定資訊內容與應用之需求。一方面,使用者為了提昇消費上正的網路外部性,及降低負的網路外部 性,對資訊內容、應用與網路服務個人化與多樣化,及對主控訊息之需求增強;另一方面,網路服務業者為了增進其正向生產外部性,即網路效應,藉內容服務與應 用服務的提供,個人化或差異化網路服務,以便與使用者之互動更為密切;因此,形成多數網路服務業者(ISP)朝向整合網路內容業者(ICP) 與應用內容服務業者(ASP), 提供差異化服務之趨勢,同時業者所提供的內容與應用之資訊價值,即為其使用者願付價格之依據與其差異訂價之基礎。本研究之目的即探討ISP、ICP與 ASP提供內容與應用服務的逐漸差異化, 及配合差異化服務之最適差異訂價策略。理論上,考慮價格的差異化來自於業者對不同的產品及對不同消費者給予不同價格的能力,業者利用不同的網路使用、內容 或應用擷取要價策略,如:以不同的基本費外按量或質計價的使用者可自行選擇之多重兩段式訂價法,或以各種儲值服務的非線性訂價,及第三級差別訂價,實施差 異訂價;並歸納出只要業者提供差異訂價策略的成本足夠低,相較於單一訂價,少量的多重兩段式訂價與多種非線性訂價組合,可增加業者的利潤與使用者的消費者 剩餘。增加訂價差異化所導出的總剩餘之增加,進而引申網路服務業實施差異訂價可提昇網路經濟之福利。

Due to the development and application of the Internet with broadband technologies, the bottleneck of the Internet congestion finally could be broken through recently. Under the security of trading circumstances, users can utilize any form of multimedia for the variety of information contents and applications to satisfy their need of usual life. One hand, the users increase their demand for personalized and various Internet content and application services, as well as the desires of controlling information by themselves, in order to enhance the positive network externality and reduce the negative network externality on consumption. On the other hand, in order to enhance the network effect and the interaction with users, the network service providers create the personalized and differentiated network services thru the provision of content services and application services. Therefore, most of Internet service providers(ISP) become to integrate Internet content providers(ICP) and application service providers(ASP), providing the differentiated services of content and application, which creates the value of information and also the bases of the willingness to pay of users and the differential pricing of the providers. The purpose of this study is to explore the provision of differentiated services of content and application by ISP, ICP, and ASP, and the optimal differential pricing strategies for the differentiated services. Theoretically, this study considers the ability to charge differently for different goods and different consumers for providers as the heterogeneity of prices. The providers may use different access charge policies of Internet usage, content, and application to fulfill the differential pricing of network services, using self-selecting optional two-part tariff with different fixed fee and different marginal prices of quantity or quality, or non-linear pricing with different fixed deposit services, and the third-degree price discrimination. As long as the cost of providing differential pricing scheme is low enough, comparing a single tariff, a menu with several optional two-part tariffs or nonlinear pricing which gains more profit for providers and larger consumer\'s surplus for users. Moreover, the increment of total surplus from enhancing the price differentiation implies that the differential pricing of Internet services increases the welfare of the network economy.

D.16 完成檢誤日期:2001-12-25
D.17 預定釋出日期:2002-03-07
D.18 初次釋出日期:2002-03-07
D.19_1 最新版釋出日期:2002-03-07
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10.6141/TW-SRDA-E88118-1
追蹤清單
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