Research On Pricing Strategy Of Online Knowledge Payment Product Based On The Three-party Dynamic Game

In recent years,as China's national economic level has improved,the national consumption expenditures at the spiritual level have also increased,and the market for knowledge payment products has grown along with the development of the Internet industry and network audiovisual industry.Knowledge payment platforms have popped up due to the increasing demand for diversified knowledge and culture,as well as the development of information technology.The market of knowledge payment products currently contains problems such as confusing pricing,unclear operation mechanisms,inefficient pricing strategies,and inefficient consumer matching.Platform fees and reasonable pricing strategies are thus crucial to the long-term growth of knowledge pay platforms and producers.A reasonable pricing strategy will also maximize the profits of knowledge payment platforms if they match consumers with knowledge payment products that meet their needs.By reviewing the literature,the thesis analyzes the problems associated with online knowledge payment products at present.As a result of the virtual aspect of knowledge payment products,their pricing model differs greatly from that of traditional commodities.Based on three-party dynamic game theory,this thesis proposes a published pricing model for online knowledge payment products,introduces the concept of matching degree,selects appropriate parameters to simulate the solution based on the model results,and analyzes the simulation outcomes.Furthermore,the concept of customize-able knowledge payment products is discussed,based on which a negotiated pricing strategy for online knowledge payment products is suggested.Consumers and producers of knowledge are subjects of negotiated pricing.Using the cooperative game,a negotiated pricing strategy model is developed considering negotiation costs.The model is solved by the inverse induction method,and the results are verified through numerical simulation.The effects of consumer matching degree and knowledge product customization degree on the revenue of each party are investigated from the perspectives of knowledge payment consumers,producers,and the platform itself.By analyzing the results of the numerical simulation and the model solution for the three-party dynamic game,consumers would be able to increase their usage of high-quality knowledge products,and at the same time,they would be able to reduce the negotiation cost under the negotiation pricing mode to maximize utility.In order to achieve maximum profits,it is imperative for knowledge producers to enhance the perception of the value of their knowledge products to consumers and to appropriately use the value-added services provided by the platform,such as consumer matching services,to further increase their influence and popularity.Knowledge payment platforms should strive to minimize the financial costs of platform operation,take advantage of the current progress of information technology,increase the flow of the platform,and provide convenience to knowledge producers in order to attract more creativity and contribute to the long-term development of knowledge payment platforms.As a result,more producers with creative energy will become involved and contribute to the long-term growth of knowledge payment platforms.