【正文】 整性及多媒體化等方面進(jìn)行改動(dòng)，出版不同的版本以滿足不同讀者的要求。而對價(jià)格敏感的消費(fèi)者，要求出版商在支付意愿較高的讀者已經(jīng)購買完畢之后調(diào)低價(jià)格，以吸引那些有支付意愿但持幣待 購的讀者購買，用較大幅度的降價(jià)促進(jìn)銷售；或者當(dāng)讀者購買了一定數(shù)量的電子書或打算繼續(xù)購買相關(guān)電子書時(shí)，給予其一定程度的優(yōu)惠。 兩段收費(fèi)定價(jià)策略：即出版公司 先向 用戶 收取一筆固定的購買權(quán)費(fèi)，然后再收取每單位的使用費(fèi)或者年租費(fèi)。兩段收費(fèi)可以根據(jù)企業(yè)的目標(biāo)來設(shè)定是先高價(jià)還是先低價(jià)。如果企業(yè)希望迅速收回投資，可采取先高定價(jià)的撇脂策略；如果企業(yè)想擴(kuò)大市場和用戶基礎(chǔ)，可采取先低定價(jià)的滲透策略 [13]。這要根據(jù)數(shù)字出版物的內(nèi)容可累加性、技術(shù)開放性與通用性、產(chǎn)品的價(jià)格彈性等進(jìn)行分析決策。 產(chǎn)品組合定價(jià)策略 如果某產(chǎn) 品是產(chǎn)品組合的一部分，那么價(jià)格策略往往不同于單個(gè)產(chǎn)品，應(yīng)該需求一個(gè)是利潤最大化的價(jià)格。在數(shù)字出版物營銷中，將一種產(chǎn)品與其他產(chǎn)品一起銷售是一種常用的定價(jià)策略， 捆綁銷售并以此定價(jià)是數(shù)字產(chǎn)品中有效的策略[14]。 例如網(wǎng)上書店，組合銷售是圖書促銷和特價(jià)優(yōu)惠的常用手段。在讀者購買一種書籍時(shí)，系統(tǒng)就自動(dòng)推薦相關(guān)圖書或同一作者的書。 例如，近期的暢銷職場小 說《 哈利波特》 ，消費(fèi)者在選購原著的時(shí)候系統(tǒng)會(huì)自動(dòng)推薦 “ 最佳組合 ” ——《 哈利波特 》 系列 。同時(shí)購買，價(jià)格更加優(yōu)惠。 對于數(shù)字出版物，將電子版、紙質(zhì)版、光盤視頻、電子書 閱讀器結(jié)合的捆綁銷售，也可以與認(rèn)可度高的圖書進(jìn)行關(guān)聯(lián)性捆綁，利用一定組合價(jià)格優(yōu)勢，讀者對暢銷書、知名作者等熟悉對象的認(rèn)可，增強(qiáng)購買欲望。一方面推廣新上市的數(shù)字產(chǎn)品，另一方面也增加非暢銷產(chǎn)品面對消費(fèi)者的機(jī)會(huì)，滿足消費(fèi)者的需求。 數(shù)字出版物的高固定成本、低邊際成本，使得基于傳統(tǒng)的供求均衡分析、價(jià)格彈性分析及邊際效用規(guī)律億不適用于數(shù)字出版物 [15]。消費(fèi)者偏好不一致、趨于個(gè)性化、本地化的特點(diǎn)，要求數(shù)字出版物的定價(jià)應(yīng)以客戶價(jià)值為基礎(chǔ)才能獲益。 這些定價(jià)策略是數(shù)字出版物眾多策略中的基本策略。其核心價(jià)值在于“內(nèi)容”與“ 創(chuàng)意”，定價(jià)更具靈活性和可朔性。具體除了考慮成本、顧客價(jià)格感知，還要根據(jù)公司自身資源條件、競爭者的價(jià)格戰(zhàn)略，特別是技術(shù)發(fā)展趨勢來定價(jià)。數(shù)字出版物供應(yīng)商應(yīng)根據(jù)實(shí)際狀況挑選一種或交叉的價(jià)格策略，給不同消費(fèi)者提供個(gè)性需求選擇的余地，從而最大限度地?cái)U(kuò)大消費(fèi)群體，并實(shí)現(xiàn)企業(yè)利潤最大化。 結(jié)論 本文在分析一系列 數(shù)字圖書 的定價(jià)現(xiàn)狀的基礎(chǔ)上，結(jié)合國內(nèi)外眾多專家學(xué)者對數(shù)字的出版研究，提出了一些很有靈活性的定價(jià)策略。數(shù)字產(chǎn)品和普通產(chǎn)品既有區(qū)別又有聯(lián)系，既要遵循一般的定價(jià)方法，又必須根據(jù)自身特點(diǎn)選擇合適的價(jià)格策略。 從長期看來，數(shù)字化成為必然趨勢，盲目的高價(jià)格將很難維系。但像數(shù)字圖書這塊，類似亞馬遜般強(qiáng)大的終端銷售者對價(jià)格的控制又非一般出版商所能撼動(dòng)。這就要看出版的效益，如果效益是出版社創(chuàng)造的，出版商就可以通過定高價(jià)，獲得壟斷利潤。如果是內(nèi)容本身創(chuàng)造的，那么作者就可以將這種效益轉(zhuǎn)為自己的利益。也就是，誰能最終控制對知識的定價(jià)權(quán)。專業(yè)出版領(lǐng)域，我們常聽的數(shù)字期刊商業(yè)模式成熟、定價(jià)模式穩(wěn)定的例子，是因?yàn)閲鈱W(xué)術(shù)期刊同行評議的過程是創(chuàng)造價(jià)值的過程，因此，出版社也會(huì)掌握定價(jià)權(quán)。知識本來是為大家分享的，但是出版商從中獲取了壟斷利 潤。未來，數(shù)字化的渠道更加暢通了，專業(yè)出版的定價(jià)權(quán)就會(huì)向作者轉(zhuǎn)移。 傳統(tǒng)圖書定價(jià)權(quán)一般在上游出版商手中。人們通常認(rèn)為，在市場經(jīng)濟(jì)下，市場才是價(jià)格的決定者，定價(jià)權(quán)應(yīng)該由消費(fèi)者掌握，這只是一個(gè)理論想法。無論何種新產(chǎn)品都有一個(gè)初始價(jià)格，它是由處在該產(chǎn)業(yè)利益鏈條上的成員根據(jù)成本、消費(fèi)預(yù)期以及個(gè)人的主觀判斷得出的來的。不同的主題因其位置不同會(huì)有不同的價(jià)格取向，這不僅與數(shù)字出版的產(chǎn)業(yè)屬性有關(guān)，也與各個(gè)參與者的競爭實(shí)力有關(guān)系。數(shù)字出版物就面臨這樣的選擇。 綜上，考慮了各種因素后，我認(rèn)為數(shù)字出版可以采取的策略有 會(huì)員 定價(jià)策略 、免費(fèi)策略、價(jià)格差異化策略、組合策略等。更重要的是出版公司應(yīng)該在此基礎(chǔ)上尋求靈活的價(jià)格機(jī)制。 ag an employment tribunal clai Emloyment tribunals sort out disagreements between employers and employees. You may need to make a claim to an employment tribunal if: you don39。t agree with the disciplinary action your employer has taken against you your employer dismisses you and you think that you have been dismissed unfairly. For more informu, take advice from one of the anisations listed under Further help. Employment tribunals are less formal than some other courts, but it is still a legal process and you will need to give evidence under an oath or affirmation. Most people find making a claim to an employment tribunal challenging. If you are thinking about making a claim to an employment tribunal, you should get help straight away from one of the anisations listed under Further help. ation about dismissal and unfair dismissal, see Dismissal. You can make a claim to an employment tribunal, even if you haven39。t appealed against the disciplinary action your employer has taken against you. However, if you win your case, the tribunal may reduce any pensation awarded to you as a result of your failure to appeal. Remember that in most cases you must make an application to an employment tribunal within three months of the date when the event you are plaining about happened. If your application is received after this time limit, the tribunal will not usually accept i. If you are worried about how the time limits apply to you If you are being represented by a solicitor at the tribunal, they may ask you to sign an agreement where you pay their fee out of your pensation if you win the case. This is known as a damagesbased agreement. In England and Wales, your solicitor can39。t charge you more than 35% of your pensation if you win the case. you39。re clear about the terms of the agreement. It might be best to get advice from an experienced adviser, for example, at a Citizens Advice Bureau. To find your nearest CAB, including those that give advice by , click on nearest CAB. For more information about making a claim to an employment tribunal, see Employment tribunals. The (lack of) air up there m Cay man Islandsbased Webb, the Watch head of Fifa39。s antiracism taskforce, is in London for the Football Association39。s 150th anniversary celebrations and will attend City39。s Premier League match at Chelsea on Sunday. I am going to be at the match tomorrow and I have asked to meet Ya ya Toure, he told BBC Sport. For me it39。s about how he felt and I would like to speak to him first to find out what his experience was. Uefa has opened disciplinary proceedings against CSKA for the racist behaviour of their fans during City39。s 21 win. Michel Platini, president of European football39。s governing body, has also ordered an immediate investigation into the referee39。s actions. CSKA said they were surprised and disappointed by Toure39。s plaint. In a statement the Russian side added: We found no racist insults from fans of CSKA. Age has reached the end of the beginning of a word. May be guilty in his seems to passing a lot of different life became the appearance of the same day。 May be back in the past, to oneself the paranoid weird belief disillusionment, these days, my mind has been very messy, in my mind constantly. Always feel oneself should go to do something, or write something. Twenty years of life trajectory deeply shallow, suddenly feel something, do it. 一字開頭的年齡已經(jīng)到了尾聲。或許是愧疚于自己似乎把轉(zhuǎn)瞬即逝的很多個(gè)不同的日子過成了同一天的樣子；或許是追溯過去，對自己那些近乎偏執(zhí)的怪異信念的醒悟，這些天以來，思緒一直很凌亂，在腦海中不斷糾纏。總覺得自己似乎應(yīng)該去做點(diǎn)什么，或者寫點(diǎn)什么。二十年的人生軌跡深深淺淺，突然就感覺到有些事情，非做不可了。 The end of our life, and can meet many things really do? 而窮盡我們的一生，又能遇到多少 事情是真正地非做不可？ During my childhood, think lucky money and new clothes are necessary for New Year, but as the advance of the age, will be more and more found that those things are optional。 Junior high school, thought to have a crush on just means that the real growth, but over the past three years later, his writing of alumni in peace, suddenly found that isn39。t really gro