垂直差异化竞争软件产品的最优定价策略  

Optimal Pricing Strategy for Software Products under Vertical Differential Competition

作　　者：官振中[1] 赵娜[1] 张爱凤 王桦[1] GUAN Zhen-zhong;ZHAO Na;ZHANG Ai-feng;WANG Hua(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《系统工程》2021年第1期133-147,共15页Systems Engineering

基　　金：国家自然科学基金资助项目(71572154);四川省科技厅软科学项目(2020JDR0118)。

摘　　要：研究了市场中存在质量敏感型和价格敏感型消费者时,垂直差异化双寡头软件公司最优定价策略,结合显著性理论和网络外部性构建消费者效用函数,分析了消费者显著性思维程度和网络外部性强度对均衡结果的影响。结果发现,随网络外部性强度增大,仅在两公司产品质量差异中等且消费者不匹配成本较大时,高质量软件公司可以提高产品价格,否则两公司均应该降低产品价格。随消费者显著性思维程度增加,高质量软件公司在质量敏感型消费者超过一半时可以提高产品价格,否则应降低产品价格;低质量软件公司在其产品与高质量软件公司产品差异较小时,采取相同的策略,差异中等时采取相反的策略,差异较大时由于没有利润而退出市场。此外,针对市场中存在不同类型消费者,构建企业歧视定价模型,发现歧视定价策略实现了两家企业帕累托改进目的。This paper studies the optimal pricing strategy of the vertically differentiated duopoly software firms when there arc quality-sensitive and price-sensitive consumers in the market.Combining salience theory and network externality to construct the consumers’ utility function,the equilibrium solution of pricing,demand and profit is obtained,and the influence of the severityof salient thinking and the strength of network externality on the equilibrium result is analyzed.The results reveal that as the strength of network externalities increases,high-quality software firm can increase product price only when the two firms’ product quality differences arc moderate and consumer mismatch costs arc large,otherwise both firms should reduce product prices.With the increase of the severityof consumers’ salient thinking,high-quality software firm can increase product price when the proportion of quality-sensitive consumers exceeds half,otherwise it should reduce product prices;Low-quality software firm should adopt the same strategy when the quality difference between hisown product and his rival’s product is small,adopt the opposite strategy when the difference is moderate,and exit the market when the difference is large.In addition,this paper constructs the discriminatory pricing model in view of the existence of different types of consumers in the market,and finds that the discriminatory pricing strategy has achieved the goal of Pareto improvement for the two companies.

关 键 词：显著性理论 网络外部性 统一定价 歧视定价 

分 类 号：F270[经济管理—企业管理]