考虑网络外部性与客户忠诚的网络服务价控策略

发布时间：2018-03-24 01:15

本文选题：价控策略　切入点：网络外部性　出处：《系统工程学报》2017年05期

【摘要】：将网络外部性与客户忠诚行为倾向引入消费者效用函数,构建了网络服务价控策略模型,给出了模型的显性均衡解,并分析了其性质.研究结果表明,当网络外部性与价格敏感型用户的客户忠诚行为倾向共同作用于处于市场优势的网络服务供应商(internet service provider,ISP)时,均衡价格策略空间紧缩.仅考虑网络外部性时,处于市场优势ISP的期望收益随网络外部性强度的增加而增加;若价格敏感型用户对该ISP同时具有客户忠诚倾向,其期望收益增加,社会总福利下降.仅考虑网络外部性时,处于市场劣势ISP的期望收益与网络外部性强度无关;若价格敏感型用户对该ISP同时具有客户忠诚倾向,其期望收益增加,社会总福利随着客户忠诚倾向的增长而增加.
[Abstract]:This paper introduces network externality and customer loyalty behavior propensity into consumer utility function, constructs network service price control policy model, gives explicit equilibrium solution of the model, and analyzes its properties. When the network externality and the customer loyalty behavior of price-sensitive users work together with the Internet service provider (ISP), the equilibrium price policy space is tight. The expected income of ISP in market advantage increases with the increase of network externality. If the price-sensitive user has customer loyalty to the ISP at the same time, the expected income increases and the total social welfare decreases. The expected income of ISP at a market disadvantage has nothing to do with the intensity of network externality. If the price-sensitive user has a customer loyalty tendency to the ISP at the same time, its expected income increases, and the total social welfare increases with the increase of the customer loyalty tendency.
【作者单位】：合肥工业大学管理学院;
【基金】：国家自然科学基金资助项目(71001031) 高等学校优秀青年人才基金资助项目(2009SQRZ011) 高等学校博士学科点专项科研基金资助项目(20100111120015)
【分类号】：F274

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