摘要
本文将消费者区分为策略型与非策略型,考虑网络外部性因素构建消费者效用函数,研究了电影在影院与网站两个不同的放映阶段中的定价决策问题。根据消费者策略偏好与网络外部性构建了NN模型、NE模型、CN模型以及CE模型,探讨了网络外部性对最优价格、需求以及影院与网站的利润的影响。研究发现:(1)不论市场中是否存在策略型消费者,有网络外部性时的网站产品价格都高于无网络外部性时的网站产品价格;(2)不论是否考虑网络外部性,有策略型消费者时的影院利润都小于没有策略型消费者时的影院利润;(3)在一定条件下,若存在网络外部性,策略型消费者可使网站利润增加;若消费者为策略型,网络外部性导致影院利润减少,网站利润增加。
Considering the network externality and two types of the consumer（ strategic and non-strategic） , a consumer utility function is constructed to study the two-stage pricing strategy of movie products. The NN model, the NE model, the CN model and the CE model are constructed to discuss the influence of the network externality on the optimal price, demand and the profits of cinema and website, respectively. The study finds that ： regardless of whether the consumer is strategic or not, the price of the movie in the website is higher in the presence of the network externality; regardless of whether exists the network externality, the cinema＇s profit in the presence of strategic consumers is smaller than that without strategic consumers. Under certain conditions, if there exists network externality, the strategic consumer would increase the profit of the website; if the consumer is strategie, the network externality would decrease the cinema＇s profit while increase the website＇ s profit.
出处
《预测》
CSSCI
北大核心
2016年第6期56-62,共7页
Forecasting
基金
国家自然科学基金资助项目(71101120
71440016
71271175)
教育部人文社会科学研究青年基金资助项目(12YJC630096)
关键词
网络外部性
电影产品
策略型消费者
定价策略
network externality
movie products
strategic consumer
pricing strategy
