摘要: |
如何从下游免费过渡到下游部分收费甚至下游全面收费,是现今众多双边信息产品平台面临的主要问题之一。本文尝试从平台视角出发,研究双边信息产品平台如何通过产品的版本划分,运用质量差异产品,在保证下游规模的同时,区分消费者对产品的质量偏好并进行区别定价,达到最优利润。研究发现,对提供信息产品的垄断平台而言,相较于提供单一质量信息产品,提供产品的纵向差异版本可以增加平台最优利润;提供纵向差异产品时,免费提供低质量产品并非最优策略,存在最优的低质量版本产品质量和相应定价,使平台达到最优利润;在此基础上,增大产品版本间的质量差异可以提高平台最优利润。 |
关键词: 双边市场 信息产品 版本划分 |
DOI:10.13581/j.cnki.rdm.20190774 |
分类号:F270 |
基金项目:国家自然科学基金面上项目 “面向需求管理的互联网服务企业营销金融理论方法研究”(71572119)。 |
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From Free Product to Charged Product: Versioning Strategy of Two Sided Platform in Information Goods Markets |
PAN Jian-du1, LI Hui2, GU Feng1
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1.Antai College of Economics and Management, Shanghai JiaoTong University, Shanghai 200052, China;2.School of Economics and Finance, Shanghai International Studies University, Shanghai 201620, China
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Abstract: |
How to change the pricing strategy for downstream consumers from free pricing strategy to partial charging strategy and even fully charging strategy is one of the main problems faced by the two-sided information goods platforms. From the perspective of the platform, it attempted to study how the two-sided information good platform can perform the product versioning strategy to ensure the downstream market size while distinguish the quality preference of downstream consumers, and use differential pricing strategy based on their preference difference to achieve the optimal profit. The results show that for the monopoly platform that provides information goods, compared with providing single quality information goods, providing vertically differentiated versions can increase the optimal profits of the platform. When providing vertically differentiated versions, providing free low-quality version is not the optimal strategy, and there is an optimal quality and corresponding pricing of the low-quality version for the platform to achieve the optimal profits. On this basis, increasing the quality difference between different versions can improve the optimal profit of the platform. |
Key words: two-sided market information goods versioning strategy |