信息产品与附加服务的最优定价策略研究

项目名称： 信息产品与附加服务的最优定价策略研究

项目编号： No.71471128

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 南国芳

作者单位： 天津大学

项目金额： 62万元

中文摘要： 在信息产品与信息服务的竞争性市场中，信息产品及附加服务的定价策略已成为信息产品提供商关注的首要问题。以往研究多集中于单一信息产品的定价，未统一考虑产品附加服务，且假设消费者网络外部性强度相同。本研究基于异质消费者和双寡头垄断市场，针对基础信息产品和附加服务的定价策略选择问题进行分析，建立双寡头垄断市场中两个企业的捆绑销售和分别销售策略的博弈模型，使双寡头企业通过四种局势下的策略选择实现收益最大化的定价策略。建立企业收益和消费者效用最大化的多目标优化模型，得到四种局势下两家企业定价的近似最优解。通过数值计算分析潜在消费者的构成比例及市场规模对企业定价、市场占有率和最优收益产生的影响，以及不同成本和市场规模组合下企业的最优定价策略。同时，分别研究质量不确定性情况下和社会网络环境下产品和服务的最优定价策略。该研究将验证对应市场环境下企业的定价策略，并给信息产品服务商提供重要的理论参考和决策支持。

中文关键词： 信息产品；信息服务；网络效应；定价策略；电子商务

英文摘要： The optimal pricing strategy for information goods and complementary service has been the primary issue for providers of information goods in competitive market. Most of existing research has been concentrated on pricing of only information goods without considering the subsequent service, or addressed the problem based on the assumption that the consumers have the same network effects. This study will analyze the optimal pricing strategy with heterogeneous consumers for duopoly companies providing information goods and complementary service. Game models with two types of strategies including bundle pricing and separate pricing will be used to obtain optimal strategies for firms by analyzing four different equilibriums in order to maximize their profits. Multi-objective optimization models will be developed and solved to obtain approximately optimal pricing strategies for firms by analyzing four different equilibriums with respect to maximizing both firms' profits and consumers' utilities. The analytical solutions for the duopoly's optimal pricing together with their profits are computed by solving the proposed models. Numerical simulation will illustrate how the market size and the market structure affect prices of goods and services, market shares and total profits of two companies, and how duopoly companies choose their different pricing strategies at different combinations of costs and market sizes. This study will validate the existing pricing strategies of duopoly companies under the market competition environment and provide significant theory evidence and decision support for duopoly companies providing information goods and complementary service.

英文关键词： Information Good;Information Service;Network Effect;Pricing Strategy;Electronics Commerce