基于网络外部性的数字产品动态定价策略研究

发布时间：2019-01-04 13:04

【摘要】：随着信息技术的迅速发展和知识经济时代的到来,互联网和信息技术已经渗透到社会的各个层面,越来越多的企业采取多种营销组合以获取竞争优势。数字商品不同于其它产品,有着独特的成本结构,同时这类商品又表现出明显的网络外部性特征。数字商品除了受到供给方因素的影响,还会受到需求方因素的影响,也就是网络外部性影响。传统的产品定价策略往往是静态的,大部分是成本导向的定价方法,价格确定之后在一定时间之内保持不变。对于存在网络外部性效应的商品,传统的经济学规律并不能够完全适用,因此传统的定价策略也就不能够完全适用此类商品。本文以数字商品垄断厂商作为对象,针对不同质量产品的销售顺序和不同的前提假设下的均衡结果进行仿真分析。具体研究如下:首先,在对网络外部性和数字商品定价相关文献深入分析的基础上,总结了当前学者对于消费者口味参数分布的假设和数字产品垄断厂商所面临的不同销售情况。通过分析消费者口味参数均匀分布的缺点和不足,本文提出了一种新的分段线性非均匀分布的消费者口味参数分布。同时通过分析不同质量产品之间的兼容性,修正了线性网络外部性效应评价函数。最终,结合定价的动态性构建了本文的仿真模型。其次,针对构建的仿真模型,本文利用Matlab软件构建了一个10000人规模的模拟经济市场对20种不同情况进行了系统仿真,并得出了不同情况下不同质量产品的最优价格,最优销售数量和厂商的最大化利润。通过比较20种不同情况下的仿真结果,本文分析了不同消费者口味参数分布,网络外部性,定价动态性和不同质量产品的销售情况对不同质量产品最优价格,最优销售数量以及厂商的最大化利润的影响并得出了相应的结论。最后,通过对目前不同软件业细分市场巨头Adobe和Microsoft等公司的调查,总结分析了网络外部性对其定价策略的影响。同时对企业所采用的其他定价策略进行了阐述,分析和总结。
[Abstract]:With the rapid development of information technology and the arrival of the era of knowledge economy, the Internet and information technology have penetrated into all levels of society, more and more enterprises adopt a variety of marketing combinations to obtain competitive advantage. Different from other products, digital goods have a unique cost structure, at the same time, this kind of goods show obvious characteristics of network externalities. Digital goods are affected not only by the supply side, but also by the demand side, that is, the network externality. The traditional product pricing strategy is usually static, most of it is cost oriented pricing method, price is fixed in a certain period of time. For goods with network externality, the traditional economic law can not be fully applied, so the traditional pricing strategy can not fully apply to this kind of goods. This paper takes the digital commodity monopoly manufacturer as the object, and analyzes the equilibrium results of different quality products under different presupposition and order of sale. The specific research is as follows: first, on the basis of in-depth analysis of the network externalities and digital commodity pricing related literature, This paper summarizes the current assumptions of consumer taste parameter distribution and the different sales situations faced by monopolists of digital products. By analyzing the shortcomings and shortcomings of uniform distribution of consumer taste parameters, a new piecewise linear non-uniform distribution of consumer taste parameters is proposed in this paper. At the same time, by analyzing the compatibility of different quality products, the evaluation function of linear network externality effect is modified. Finally, the simulation model of this paper is built according to the dynamics of pricing. Secondly, aiming at the simulation model, this paper uses Matlab software to construct a 10000 person scale simulation economic market and carries on the system simulation to 20 different situations, and obtains the optimal price of different quality products under different circumstances. Optimal sales volume and maximum profit of the manufacturer. By comparing the simulation results of 20 different cases, this paper analyzes the distribution of different consumer taste parameters, the network externality, the dynamic pricing and the optimal price of different quality products. The influence of the optimal sales quantity and the maximum profit of the manufacturer is obtained and the corresponding conclusion is drawn. Finally, the influence of network externalities on the pricing strategy of Adobe and Microsoft companies are summarized and analyzed through the investigation of different software market segmentation giants such as Adobe and Microsoft. At the same time, the other pricing strategies adopted by enterprises are expounded, analyzed and summarized.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F279.2

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