基于异质顾客偏好的信息产品版本化策略  

Versioning Information Goods based on Consumers' Heterogeneity and Preference

作　　者：刘志勇 LIU Zhiyong(School of Management,Shenzhen Polytechnic,Shenzhen,Guangdong 518055,China)

机构地区：[1]深圳职业技术学院管理学院,广东深圳518055

出　　处：《深圳职业技术学院学报》2018年第5期30-35,共6页Journal of Shenzhen Polytechnic

基　　金：深圳职业技术学院校级科研资助项目(601722S23025)

摘　　要：一般研究认为具有网络外部性特征的信息产品,实行多版本销售要优于单一版本销售策略.本文在考虑有限网络效应假设(即网络效应对消费者效用的影响值不超过消费者对产品内在质量评价值)和消费者选择偏好条件下得出不同的结论.基于在产品质量评价和网络外部性影响2个维度方面异质化的消费者类型假设,研究发现:当消费者没有版本选择偏好时,单一版本销售策略却优于低版本免费策略.只有当版本选择偏好存在时,提供2个不免费版本的销售策略才优于单一版本策略.Many researches show that versioning strategy is more preferable than no versioning for information goods in the presence of network externality. However the paper finds that the conclusion needs to be verified in the context of limited network externality （i.e. the utility generated from the network effect is no greater than the standalone value of information goods）. This paper explored the versioning strategy based on the assumption of consumers＇ heterogeneity in two dimensions of valuation for the product and limited network effect. It shows that the consumer＇s preference for versions is another important factor impacting the versioning strategy. No versioning is more profitable than versioning if the preference is present, while visioning strategy is better than no versioning without the consumer preference.

关 键 词：信息产品 版本化 网络外部性 

分 类 号：F062[经济管理—政治经济学]