电子书:数字颠覆的故事

E-books: A Tale of Digital Disruption

Journal of Economic Perspectives · 2015
被引 102
人大 A-ABS 4

中文导读

研究了亚马逊Kindle推出后电子书销售激增对实体书店和出版业的影响,发现电子书并非独立书店衰落的主因,且亚马逊的垄断定价能力有限,但出版商面临其买方垄断压力,因此寻求代理定价模式。

Abstract

E-book sales surged after Amazon introduced the Kindle e-reader at the end of 2007 and accounted for about one quarter of all trade book sales by the end of 2013. Amazon's aggressive (low) pricing of e-books led to allegations that e-books were bankrupting brick and mortar book booksellers. Amazon's commanding position as a bookseller also raises concerns about monopoly power, and publishers are concerned about Amazon's power to displace them in the book value chain. I find little evidence that e-books are primarily responsible for the decline of independent booksellers. I also conclude that entry barriers are not sufficient to allow Amazon to set monopoly prices. Publishers are at risk from Amazon's monopsony (buyer) power and so sought “agency” pricing in an effort to raise the price of ebooks, promote retail competition, and reduce Amazon's influence as an e-retailer. (In the agency pricing model, the publisher specifies the retail price with a commission for the retailer. In a traditional, “wholesale” pricing model, publishers sell a book to retailers at a wholesale price and retailers set the retail price.) Although agency pricing was challenged by the Department of Justice, it may yet prevail in some form as an equilibrium pricing model for e-book sales.

电子书数字颠覆亚马逊定价模式