盗版率引导下的正版厂商信息产品保护策略研究  

Piracy rate-led protection strategies of a genuine manufacturer for information products

作　　者：刘静[1] 聂佳佳[1] 袁红平 LIU Jing;NIE Jiajia;YUAN Hongping(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;School of Management,Guangzhou University,Guangzhou,510006,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]广州大学管理学院,广东广州510006

出　　处：《管理工程学报》2021年第4期132-140,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71573216、71672153);四川省社会科学研究规划重大项目(SC17ZD09)。

摘　　要：本文研究了信息产品市场中,垄断正版厂商是否采用基于盗版率的信息产品保护策略。建立了正版厂商不采用保护策略和采用基于盗版率的信息产品保护策略的模型。研究发现:当消费者的盗版使用成本较大时,市场中不存在盗版产品;当消费者的盗版使用成本适中时,正版厂商应不采用基于盗版率的信息产品保护策略,且厂商选择保护策略的盗版率高于不选择保护策略的盗版率;当消费者的盗版使用成本较小时,厂商选择保护策略的正版产品定价高于不选择保护策略的正版产品定价,且正版厂商最优的盗版打击力度关于消费者的盗版使用成本单调递增。研究结论为信息产品市场存在盗版情形下正版厂商的科学决策提供了理论依据。There is a significant impact of piracy or unauthorized copying on information products,such as computer software,movies,music and book.Among these products,computer software piracy has become a problem of global concern.The 2018 Business Software Alliance(BSA)survey report on the global software industry reveals that software piracy has two opposite effects.On the one hand,software piracy has brought about$359 billion in economic losses to the global software industry,and a 20%increase in the software piracy rate can bring an 11%increase in genuine manufacturers’profits.On the other hand,piracy of information products is of great help to genuine manufacturers to increase market share.Therefore,when there is piracy in the information product market,genuine manufacturers would choose differentiated information product protection strategies.Some software manufacturers such as Autodesk and Adobe would not fight against piracy,and Autodesk would even release an official activation code to promote piracy indirectly.However,there are also software manufacturers using information product protection strategies based on the piracy rate.For example,software manufacturers,such as Microsoft and Ansys,have adopted such protection strategies based on the piracy rate,that is,they do not fight against piracy when the piracy rate is low,but choose to fight against piracy when the piracy rate is high.The above industry realities have led to an in-depth research question:when there is piracy in the information product market,should genuine manufacturers adopt information product protection strategies based on the piracy rate?To answer the above question,this study considers a monopoly genuine manufacturer who provides genuine products to consumers in the information product market with piracy.The study investigates whether the genuine manufacturer should adopt information product protection strategies based on the piracy rate.This article is structured as follows.First of all,two models,i.e.,a model that an authentic manufacturer

关 键 词：信息产品 正版厂商 盗版率 产品保护策略 

分 类 号：F270[经济管理—企业管理]