信息产品销售的渠道选择与版本化策略研究

发布时间：2018-12-31 14:58

【摘要】：在计算机与互联网技术日益发达的今天，信息产品已经成为人们生活中不可缺少的一部分。它在许多方面与传统物质型产品具有差异，最明显的是它的零边际生产成本，可复制性及网络外部性等特征。正是由于这些差异，，使得信息产品的销售具有其特殊性。本研究主要解决其销售过程中的渠道选择和版本化策略问题。从实现供应商收益最大化角度出发，构建了不同渠道和版本化策略下的收益模型，并通过解析法求解或数值实验模拟，来确定最佳销售渠道和最优版本化策略。为信息产品销售提供理论指导和实践建议。主要研究内容如下：（1）比较了信息产品供应商与零售商之间的产品销售版权转让方式。考虑由信息产品内容提供商、零售商和消费者构成的供应链结构，其中供应商为Stackelberg领导者。信息产品供应商与零售商之间的两种销售版权转让方式：固定费用定价（fixed-fee）和按份销售定价（per-copy）。建立了两种模式下的收益最大化模型，并在消费者异质化假设，且对产品评价值服从递增失效函数的分布下，从收益、产品质量及需求量等几个方面进行了比较。研究表明供应商更愿意选择固定费用定价模式，而按份销售定价模式更利于零售商，但从供应链整体收益来看，固定费用定价模式更有利。（2）分析直销渠道、零售渠道和双重渠道三种渠道结构对供应商产品销售收益的影响。通过对供应商、零售商和消费者的决策行为进行分析，给出了供应商通过直销渠道和零售渠道销售产品下的收益最优化模型，并对结果进行了比较。研究表明供应商在面临这些不同的销售渠道和销售方式时，品质量、销售价格以及消费者对直销渠道的接受程度等因素决定了最终的选择方式。零售渠道下采用fixed-fee模式有利于供应商，而在双重渠道下，供应商采用per-copy模式更有利。而且当供应商采用直销渠道销售高质量产品,由零售渠道销售较低质量产品时,供应商能获得最大收益。（3）得出了网络外部性因素影响下的最优版本化策略。在考虑消费者在产品评价值和网络外部性因素两个维度存在差异化时，研究信息产品的版本化策略。通过比较单一版本策略、低版本免费策略和低版本不免费策略，发现版本化策略优于单一版本销售策略，不免费策略优于免费策略。而在版本化策略下，产品收益会随着产品质量差异的增大而提高。实施低版本免费策略的条件是两个版本的质量差异趋于无限大。之后考虑了正向和外向外部性同时存在的市场，研究发现不免费策略仍然优于免费策略，而在负向外部性较大时，单一版本销售是最优策略。此外在“网络外部性产生的附加价值小于产品自身价值”假设下研究了版本化策略，此时的结论是单一版本销售却是最优策略。
[Abstract]:With the development of computer and Internet technology, information products have become an indispensable part of people's life. It is different from traditional material products in many aspects, the most obvious of which is its zero marginal production cost, reproducibility and network externality. It is because of these differences that the sale of information products has its particularity. This study mainly solves the problem of channel selection and versioning strategy in the process of sales. From the point of view of maximizing the profit of suppliers, the revenue models under different channels and versioning strategies are constructed, and the optimal sales channels and optimal versioning strategies are determined by analytical solution or numerical simulation. To provide theoretical guidance and practical advice for information product sales. The main contents are as follows: (1) We compare the ways of product sales copyright transfer between information product suppliers and retailers. Consider a supply chain structure consisting of information product content providers, retailers, and consumers, where Stackelberg is the leader. There are two ways of selling copyright transfer between information product suppliers and retailers: fixed fee pricing (fixed-fee) and share pricing (per-copy). In this paper, the profit maximization models of two models are established, and under the assumption of consumers' heterogeneity and the distribution of product evaluation value from the increasing failure function, the profit, product quality and demand are compared. The research shows that suppliers prefer to choose fixed cost pricing mode, but fixed cost pricing model is more favorable from the overall income of supply chain. (2) analyze the influence of direct marketing channel, retail channel and dual channel structure on the sales income of supplier's products. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The research shows that when the supplier is faced with these different sales channels and sales methods, the quality of the product, the price of the sale and the acceptance of the direct selling channel by consumers determine the final choice. The fixed-fee model is beneficial to the supplier under retail channel, but the per-copy mode is more favorable to the supplier under the dual channel. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit. (3) the optimal versioning strategy under the influence of network externalities is obtained. When considering the difference between product evaluation value and network externality factor, this paper studies the strategy of information product versioning. By comparing the single version strategy, the low version free policy and the low version non-free policy, it is found that the version strategy is superior to the single version sales strategy, and the no free policy is superior to the free policy. Under the version strategy, the product income will increase with the increase of product quality difference. The condition for implementing a low version free policy is that the quality differences between the two versions tend to be infinite. After considering the market of both positive and extroverted externalities, it is found that the non-free strategy is still superior to the free strategy, but when the negative externality is large, the single version sales is the best strategy. In addition, under the assumption that the additional value generated by network externality is less than the value of the product itself, this paper studies the versioning strategy. The conclusion is that the single version sales is the optimal strategy.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274

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