【正文】 s eyes downward exploring the pyramid bottom wealth By PrahaladOne of to one pany the most difficult to manage or operate thing is to give one kind of product or serve to work out appropriate price. In the field of fixed price, your relativity petes for unfavourable situation , your strategic objective about product or product kind , the product is hit by the what be got along stage in oneself life cycle , these all are important macroscopic view determinants and.If your main strategic objective improve a profitability , but not increase market share, be that you haggle with regard to block of wood friendship, but be to ought to explore those marketplace part taken up by the customer who is ready to accept your asking price, but not reduce a price to attract bigger marketplace part. On the fierce marketplace peting, now that needing to use profit maximization, will gain the high limit market share again, this does not accord with actual expectation very.On web browser marketplace, Microsoft pany gives to whose Internet exploration person product as a gift for nothing. To the market share expanding, this is one kind of ever triumphant strategy. The pany of Netscape is sold for money , the person is provided gratis to exist then now with self browser in the past.Evidently, must remember having the allowance alternating not only, and still have the shortterm and longterm target. If giving one kind of to a product as a gift helps be that other product builds the customer basis in the days to e,the shortterm sensational effect may possibly make you gain very big avails within the long range. Is your main target to make a customer satisfied? Do if you think that the satisfied customer will may form market share and profit? The implication fixing a price if being such, is to adopt a longterm view on the customer , realizes profit within a longer period.Who were you customer? You answer this problem if being able to not make clear that , you can not expound rational fixed price tactics. The basic key element camp is sold is to know that whom (market segmentation and selected target) what your runs after is , how you run after them (look for location certainty) with you ought what implement to use (camp including fixed price sells mixture).What is the pyramid bottomEconomy pyramid bottom , the everyday ine being representing 4 billion do not worth the ample 2 U. S. dollar population group. Within 50 many years of past, World Bank , contribute the country , various international support organization , central government of each countries, think that at the furthest end of, way should be poor dying out, but none achieves self39。近30年來，全球文化產(chǎn)業(yè)群雄并起，千帆競發(fā)；尤其是進入新世紀后，文化產(chǎn)業(yè)巨大的經(jīng)濟潛力，更為眾多國家所認同。就是說，文化產(chǎn)品或品牌的市場價格，更主要取決于其精神內(nèi)涵和文化價值，而非其作為一般商品的使用價值。 [2]顧江 WTO 下的中國文化產(chǎn)業(yè)面臨的機遇與挑戰(zhàn)［EB/OL］[3]《版權(quán)侵權(quán)認定》[M] 孟祥娟 北京法律出版社2001年版[4]《現(xiàn)代市場營銷學》[M] 馮麗云 經(jīng)濟管理出版社 2004年12出版[5] “定價：部分是藝術(shù)，部分是科學”，[N] 美國西北大學營銷學教授克里什納莫蒂英國《金融時報》,。像老師課上所說的，做市場營銷的不深入消費者之中，是很難做好的。存在社會上不多的高收入者，則突出其人文性和審美性，他們更青睞于文化產(chǎn)品的品牌，質(zhì)量，服務。面對文化產(chǎn)業(yè)的發(fā)展現(xiàn)狀，單憑政府的力量是不夠的，必須強調(diào)民族的集體責任。對文化產(chǎn)品的屬性，要從承認單一的精神產(chǎn)品屬性轉(zhuǎn)變?yōu)槌姓J精神產(chǎn)品和商品兩種屬性。以消費者為中心會促使企業(yè)更好的滿足社會需要，關(guān)注消費者的行為，根據(jù)消費者的需要、欲望及偏好來設(shè)計文化產(chǎn)品的定價策略，就一定能夠建立一種更為高效率的制度。國外的文化產(chǎn)品就很難進入到中國市場，而中國的文化產(chǎn)品由于受到了政府的保護，就更加不思進取，孤芳自賞，進而對文化市場加以壟斷，造成無論是國內(nèi)還是國外文化產(chǎn)品的價格高于人們的心理承受能力，造成文化價值與價格的背離，從而導致了有損國民利益的定價策略。我國本身的文化產(chǎn)品有著低成本的優(yōu)勢，它由低成本文化，一下變成高成本文化，無異于拔苗助長，殺雞取卵，將失去自身的優(yōu)勢。文化基礎(chǔ)設(shè)施是影響文化需求的不可忽視的因素。文化藝術(shù)活動的投入—產(chǎn)出和高科技方面的投入—產(chǎn)出活動一樣，是一項具有高風險的投資活動。 如一本書的文化價值計量的高低，除卻紙張印刷等硬件成本外，則根據(jù)消費者的需求量，由出版社付給作者版費和稿酬，同時也留下相應的利潤空間。 文化產(chǎn)品的性質(zhì)（引自《營銷管理》（新千年版）第551頁［美］菲利普 Or because of culture, the product social nature, can be called the economy outside , shows out impossibly pletely by upper price of marketplace. Therefore culture the product fixed price the product value position and proper Consumer Behavior of Chinese analyse culture face to face tier with regard to moving towards energy adjustment39。二、重點研究的問題分析文化產(chǎn)品的價值構(gòu)成及其性質(zhì)；分析影響文化產(chǎn)品定價的主要因素；描述我國文化產(chǎn)品定價現(xiàn)狀分析我國文化產(chǎn)品定價與產(chǎn)品價值背離的原因提出我國文化產(chǎn)品定價策略建議三、主要要求要進行充分的理論準備。 [2]顧江 WTO 下的中國文化產(chǎn)業(yè)面臨的機遇與挑戰(zhàn)［EB/OL］[3]《版權(quán)侵權(quán)認定》[M] 孟祥娟 北京法律出版社2001年版[4]《現(xiàn)代市場營銷學》[M] 馮麗云 經(jīng)濟管理出版社 2004年12出版[5] “定價：部分是藝術(shù)，部分是科學”，[N] 美國西北大學營銷學教授克里什納莫蒂英國《金融時報》,。在市場競爭中，文化產(chǎn)品要銷售出去，必須使其內(nèi)在價值有形化。它同一般消費品的價值形式一樣。影響文化產(chǎn)品定價的主要因素 文化產(chǎn)品資本有機構(gòu)成中不變資本的比重相當?shù)?，比如一張光盤的物質(zhì)成本才幾角錢，市場售價卻是幾十元。文化產(chǎn)業(yè)化不是把所有的文化產(chǎn)品簡單的置于市場中，而是需要政府的政策支持，才能使文化產(chǎn)業(yè)健康的發(fā)展，這是文化產(chǎn)品自身區(qū)別于普通產(chǎn)品的特點決定的。要刺激文化產(chǎn)品消費，必須降低文化產(chǎn)品的定價標準。以電影、電視劇為例，近年來我國影視產(chǎn)品出的不少，但好作品寥寥無幾，上座率常常少得可憐，從2000年到2004年，中國進口影片4332部，而出口影片卻屈指可數(shù)。我們很多文化產(chǎn)品，一是制作生產(chǎn)時，不考慮運營管理規(guī)律、價值鏈的組合，不考慮生產(chǎn)成本，不考慮人力資源合理運用，憑經(jīng)驗行事，能“捏”出一臺產(chǎn)品就是成功。迪斯尼曾講到：“把握消費者價格需求動態(tài)的積極意義在于：及時掌握消費者對價格的滿意度、價值評價要素和及時糾正。文化產(chǎn)業(yè)發(fā)展進程中，凡是合法合規(guī)的，則及時予以肯定和保障；凡是違法亂紀的，則堅決予以打擊和取締。在了解市場需求的基礎(chǔ)上，確定產(chǎn)品的屬性、目標顧客群，把握消費者的欣賞習慣；其次要實施產(chǎn)品的運營管理。只有這樣，才能保證文化產(chǎn)品的質(zhì)量，保證企業(yè)家能夠真實的反映文化產(chǎn)品的價值，從而保證定價策略的合理化、科學化。商家在其提供的每種服務、銷售的商品上，廣泛采以消費者為中心定價策略的時代就要到來了。確切地講，是指在生產(chǎn)或消費的過程中，附帶對直接利益關(guān)系之外的第三方產(chǎn)生的強加的成本或效益。然而，這畢竟才剛剛開始。二、國內(nèi)外研究現(xiàn)狀`s理論把產(chǎn)品（Product）、定價(Price)、渠道(Place)和促銷(Promotion)的組合決策提到了關(guān)系到企業(yè)經(jīng)營成敗的重大問題上來，之后世界營銷學者以此為依據(jù),制定了許多定價策略，對于文化產(chǎn)品的定價人們提出很多不同的解釋方式，一種是用馬克思的勞動價值論來解釋，認為文化產(chǎn)品的定價是由凝結(jié)在文化產(chǎn)品內(nèi)的抽象勞動來衡量。五、進度計劃預計用20周完成畢業(yè)論文，具體時間安排如下：第1——2周：查找資料，初步確定論文題目；第3周：與老師商討，確定論文題目；第4——5周：根據(jù)論文題目進一步查找材料；翻譯相關(guān)英文資料；第6周：完成開提報告及論文大綱交老師批閱；第7——12周：依據(jù)論文大綱完成論文一稿交老師批閱；第13——14周：完成論文二稿交老師批閱；第15——16周：完成論文三稿；第17——18周：完成相關(guān)論文簡介、答辯提綱等； 第19——20周：定稿打印。s therefore be obliged to, broadcasting picture recording such as on the freight train , making use of low cost drama work to do a performing tour and so on shows product usage to country area , that the group carries out a new product on a semiliterate uses FOAK educating , is meaningful one challenge. 9, the product must be adjusted to very bad environment. The product must bear noise , dust , no clean environment not only10, is aimed at consumer group characteristic , the interface research designs key also suitable. The level consuming a group in language , culture , technical ability , the difference knowing degree very well waiting for aspect , the problem being that the team who is inn