考虑社交网络影响的信息产品定价策略研究

项目名称： 考虑社交网络影响的信息产品定价策略研究

项目编号： No.71302002

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 窦一凡

作者单位： 复旦大学

项目金额： 23万元

中文摘要： 近年来，社交网络的兴起，给以软件和网络应用为代表的信息产品市场带来了巨大的机遇和挑战。社交网络的出现，不但培育了一批新型的软件应用和服务，更重要的是改变了消费者的许多行为模式。在这样的背景下，如何有效地利用社交网络来调整企业的产品经营策略，已经成为下一阶段我国互联网和信息产品相关企业所面临的重要课题。本研究计划围绕信息产品的定价问题，从网络结构特征、消费者行为以及二者综合影响等多方面入手，挖掘社交网络演化的基本规律，寻找符合社交网络特征的营销手段，探索在传统信息产品营销中引入社交网络功能的基本思路，争取为社交网络背景下信息产品的定价策略提供较为全面的理论依据和决策参考。希望通过本课题的研究工作，形成一组关于信息产品定价策略、网络营销机制设计和电子商务模式选择的基本理论方法；并力争通过企业调研、行为学实验和实证研究等方式对于理论成果进行验证和完善，帮助我国信息产品行业提升管理水平。

中文关键词： 信息产品；社交网络；网络外部性；定价模式；均衡分析

英文摘要： The emerging economy of social networks have brought both opportunities and challenges to firms of information goods such as software, online applications, etc. On the demand side, social networks have profoundly influenced the consumer behavior by enabling the online communications between consumers; on the supply side, a variety of ubiquitous social-network-based applications have been introduced in recent years. Despite that firms nowadays are increasingly proactive on consumer networks and social interactions, limited understandings have been obtained so far in literature on how the firms could strategically capitalize the social network. We propose to study the pricing strategies of information goods by exploring three different angles through which firms can exploit the value-generation potential of the user network: network structure, consumer behavior, and the of both. Our research agenda covers (1) theoretical research on the engineering the word-of-mouth effects with social-network features, (2) equilibrium characterizations of competing firms under the impacts of social network, and (3) empirical and experimental analysis of social network evolutions. Key deliverables of this project will include (1) several modeling tools and (2) empirical/experimental evidences for analyzing marketing and pricing s

英文关键词： information goods；social network；network effects；pricing model；equilibrium analysis