存在盗版下网络外部性对信息产品定价的影响  

Effect of network externality on pricing of information goods with intrusion of piracy

作　　者：赵映雪[1] 聂佳佳[2] 代壮 

机构地区：[1]对外经济贸易大学国际经济贸易学院,北京100029 [2]西南交通大学经济管理学院,成都610031 [3]北京航空航天大学交通科学与工程学院,北京100191

出　　处：《系统工程理论与实践》2017年第3期620-630,共11页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71101120;71440016);四川省软科学研究计划(2015ZR0217);四川循环经济研究中心规划项目(XHJJ-1515)~~

摘　　要：在市场中存在盗版产品情形下,研究了网络外部性对信息产品定价策略的影响.信息产品提供商可以选择不同的产品质量以控制盗版.在产品质量外生情形下,给出了提供商的三种信息产品定价策略,并分析了网络外部性对产品定价与提供商利润的影响.在产品质量内生的情况下,探讨了网络外部性对产品质量的影响.结果表明:较小的网络外部性对信息产品定价策略没有影响.较大的网络外部性会导致市场出现盗版产品,致使提供商降低价格以吸引更多消费者.然而,较大的网络外部性导致提供商收益减少.此外,较小的网络外部性会促使提供商降低产品质量,而较大的网络外部性会激励提供商提高产品质量.同时,还分析了网络外部性对消费者剩余和社会福利的影响.This paper examines the effects of network externality on pricing strategies of information goods with intrusion of piracy goods. Information goods providers can choose different quality of goods to control the piracy. When the quality is exogenous, the provider has three strategies for the pricing of information goods. Effects of the network externality on the pricing strategies and profit are investigated. When the quality is endogenous, the paper analyzes the effect of network externality on quality of information goods. Our findings show that small network externality has no impact on pricing strategy of the information goods. With large network externality, however, the information goods provider will lower the pricing for the intrusion of piracy goods in expenditure of a decrease profit caused by the large network externality. In addition, we also find that the information goods provider will lower the product quality when the network externality is small, and raise the quality when the network externality is large. Also, the paper analyzes the effects of network externality on consumer surplus and social welfare.

关 键 词：信息产品 盗版产品 网络外部性 产品质量 

分 类 号：F270[经济管理—企业管理]