考虑顾客分享的免费增值模式中产品最优定价研究

发布时间：2018-05-13 12:37

本文选题：信息产品 + 产品定价　；参考：《西南交通大学》2017年硕士论文

【摘要】：随着信息技术的不断发展,信息产品已经从各个方面改变着人们的生活。任何信息产品进入市场后都会存在着一定的竞争者。信息产品具有高固定成本低可变成本以及网络外部性等特性,这使得信息产品在定价方面有别于其他种类的产品。产品定价的合理与否是决定产品提供商利润以及产品成败的关键因素。我们知道任何产品在进入市场之后,商家都会推出一定的促销手段,对于信息产品亦是如此。我们考虑若产品的顾客能通过分享吸引更多的消费者成为产品的潜在顾客,则该顾客将会获得产品提供商一定的返利,而吸引而来的新顾客将可以以同样的折扣获得产品购买权。本文研究顾客分享模式下的产品定价问题,主要从以下几个方面着手:首先考虑市场上存在垄断厂商的情况,产品提供商向市场推出免费的低版本产品以及收费的高版本产品,顾客根据自己的需要选择商品种类,并建立利润函数模型。以此为基础,分别建立不考虑新市场对原市场有网络外部性影响以及考虑新市场对原市场有网络外部性影响的顾客分享模型。研究两种情形下顾客分享人数,提供商返利系数对产品收益的影响,并通过对比展现分享模式相对于不分享模式下的产品收益优势,以及分享模式下两种情形,分享人数对最优返利系数影响的差异,研究结果表明,分享模式下产品收益随着分享人数的增多而增大,产品定价较低时产品收益随着返利系数的增大而减少,产品价格较高时,产品收益随着返利系数的变化受分享人数的影响,此外分享人数较小时,考虑新市场对原市场有网络外部性情况下的返利系数要大于不考虑时的返利系数,分享人数较多时,结果则相反。最后,在本文理论研究的基础上,以腾讯公司免费版的电子邮箱以及收费版的企业电子邮箱为研究对象,在对腾讯公司目前电子邮箱的市场占有进行分析的前提下。运用具体数值表明信息产品顾客分享的有利性,为行业决策提供依据。
[Abstract]:With the continuous development of information technology, information products have changed people's lives in all aspects. There will be certain competitors after any information products enter the market. Information products have characteristics such as high fixed cost and low cost, and network externality. This makes the product in pricing different from other kinds. Product. The rationalization of product pricing is the key factor in determining the profit of the product provider and the success or failure of the product. We know that after any product enters the market, the merchant will launch a certain promotion, and for the information product, we consider that if the customers of the product can pass through sharing and attract more consumers to become products For potential customers, the customer will gain a certain profit from the product provider, and the new customers will be able to obtain the right to purchase the product at the same discount. This paper studies the pricing problem of the product in the customer sharing model. The following aspects are mainly from the following aspects: the situation of the monopolist in the market, the product provider A free, low version product and a premium version of the product are introduced to the market. Customers choose the types of goods according to their needs and establish a profit function model. On the basis of this, they do not consider the influence of the new market on the original market and the influence of the new market on the original market. The model. The effect of the number of customer sharing and the provider's return coefficient on the product yield under the two cases, and the comparison of the profit advantage of the product with the sharing mode compared to the non sharing model, and the two situations in the sharing mode, and the results of the research results show that the sharing model is the product of the product. The income increases with the increase of the number of share, and the product yield decreases with the increase of the return coefficient. When the price of the product is high, the product income is influenced by the share of the share with the change of the return coefficient. In addition, the share of the product is small, considering the return coefficient of the new market to the original market. At the same time, on the basis of the theoretical research of this paper, based on the analysis of the market possession of the electronic mailbox of the Tencent Inc, the specific numerical value is used on the basis of the theoretical research of this paper, based on the analysis of the market possession of the present electronic mailbox of the Tencent Inc. It shows the advantages of customer sharing of information products, and provides basis for industry decision making.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F224;F49

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