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由于信息产品本身所具有的特点和消费者追求个性化消费,信息产品生产商开始关注消费者定制生产模式.考虑信息产品定制过程中的误差所造成的定制交易不确定现象,给出了垄断厂商的利润最大化模型,并深入讨论了厂商如何通过收取定金规避定制交易不确定所带来的风险.研究结果表明,在市场未完全覆盖条件下,厂商通过提高标准产品价格鼓励消费者进行定制消费,定制能够增加总体利润;信息产品定制交易系数位于不同的区间时,厂商收取的边际定金有不同的增减性;消费者对产品差异越敏感,垄断厂商向消费者所收取的边际定金越小.
Due to the characteristics of information products themselves and the pursuit of personalized consumer spending, information products manufacturers began to pay attention to the custom production mode.Considering the error of customization of information products caused by the custom transaction uncertainty, given the monopoly manufacturers Profit maximization model and discuss in depth how firms can avoid the risk brought by the uncertainty of custom transaction by collecting deposits.The research results show that manufacturers can encourage consumers to make customized consumption by raising the standard price if the market is not fully covered , The customization can increase the overall profit. When the customized trading coefficient of information products is in different intervals, the marginal deposit charged by the manufacturer has different increase and decrease; the consumers are more sensitive to the product difference, and the smaller the marginal deposit charged by the monopoly manufacturer to the consumers .