摘要
新兴的信息产品市场大多是双边市场,其中企业进行竞争时如何利用信息产品特性和市场双边特性,对产品质量和双边定价进行决策,运用纵向差异化策略达到最优收益,是双边平台型信息产品企业面对的重要问题。结合双边市场理论与版本划分理论,建立博弈模型,分析双边信息产品市场内平台型企业竞争的最优双边定价和产品版本划分的具体质量。结果显示:企业产品定价受产品组合质量差异的影响,对卖家定价由市场情况决定;企业提高付费产品质量可以提高收益,此时免费产品质量应根据市场双边特性强度进行调整;市场双边特性显著时企业免费产品质量应降低以提高收益,反之亦然;企业产品质量决策保证了双边规模和上游收益,下游收益则受市场双边特性强弱影响,市场双边特性显著时,平台付费产品价格和付费消费者规模提高,下游收益和总收益提高。
Most of the emerging information goods markets are two-sided markets,when enterprises compete in the market,how to use the characteristics of information products and two-sided markets to make reasonable decisions on product quality and pricing of platform users and use vertical differentiation strategies to achieve optimal returns is an important problem faced by the enterprises.Based on the combination of two-sided market theory and the information product versioning strategy theory,the game model is established to analyze the optimal pricing of both market side and the optimal quality of product versions in the competition of platform enterprises in the two-sided information goods market.The results show that the enterprises‘pricing of products is affected by the quality difference between the products combination and the pricing of sellers is determined by market conditions.Enterprises should always improve the quality of for-pay products to increase revenue and adjust the quality of free product according to the intensity of two-sided characteristic of the market.Enterprises should decrease the quality of free product to max the revenue when the characteristic of the two-sided market is relatively strong,and vice versa.The product quality set by enterprises ensure the user scale of both sides and maxes upstream revenue while the downstream revenue is affected by the two-sided characteristic of the market.When the characteristic is relatively strong,the price of the for-pay product and the scale of paid consumers both rise and thus the downstream and total revenue both rise.
作者
潘见独
顾锋
姜宁
周洪峰
PAN Jiandu;GU Feng;JIANG Ning;ZHOU Hongfeng(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)
出处
《上海管理科学》
2021年第1期1-6,共6页
Shanghai Management Science
基金
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”(71572110)。
关键词
信息产品
双边市场
纵向差异化
版本划分
information goods
two-sided markets
vertical differentiation
versioning strategy
