벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제11권2호
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  • Pages.157-165
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  • 2016
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  • 1975-7557(pISSN)
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  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
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WTP모델 기반의 비즈니스모델 평가: PBR, 가격책정과 비즈니스모델 평가기준

Business Model Evaluation based on WTP Model: Pricing-by-rating(PBR) as the Baseline of Pricing Policy and a Criterion of Business Model Evaluation

  • 투고 : 2015.12.24
  • 심사 : 2016.04.07
  • 발행 : 2016.04.30
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⟨ 이전 논문 다음 논문 ⟩

초록

이 논문은 미시(微視)기반레벨에서 (at Micro-Foundations level) PBR(등급에 의한 가격책정)도구를 개발하여 PBR이 어느 상황에서든 가격책정(Pricing)의 기준과 비즈니스모델평가에 대한 일반적인 기준으로 사용될 수 있음을 주장하고 있다. 본 논문은 우선 구매력과 지불/구매의향 (Willingness to Pay/Purchase: WTP)을 동시에 지니고 있는 현시니즈(Explicit Needs)로부터 WTP모델을 유도하여 WTP수준과 WTS(willingness to supply/sell: 공급/판매의향) 수준간의 간격에 대한 서열척도(ordinal scale)를 취하여 PBR방법을 개발하였다. 구체적으로 고객이 기대하는 이상적 마케팅믹스인 최선의 SPEC (Solution, Price Indicator by WTP, Encouragement, Channel)과 기업이 제공하는 실제 마케팅믹스 (Marketing Mix) 4P에 대하여 우선 각 구성요소 마다마다를 상호 개별적으로 비교할 뿐만 아니라 전체를 하나로 인식하여 상호 비교함으로써 PBR방법을 개발한 후 이를 적용한 몇 가지 예시를 통해서 PBR방법이 실제로 비즈니스모델을 평가하는데 사용될 수 있음을 보여 준다. 결론적으로 본 논문은 어떤 상황에서든 PBR이 가격책정과 비즈니스모델의 평가도구로서 유용하게 사용될 수 있다고 주장한다.

To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm's actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.

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