盗版和网络外部性下基于免费策略的信息产品定价和质量决策研究  

Research on Pricing and Quality Decision of Information Goods Based on Free Strategy under Piracy and Network Externalities

作　　者：朱宾欣 马志强[1] Leon Williams Zhu Binxin;Ma Zhiqiang;Leon Williams(School of Management,Jiangsu University,Zhenjiang 212013;Centre for Competitive Creative Design,Cranfield University,Bedfordshire MK430AL)

机构地区：[1]江苏大学管理学院,镇江212013 [2]Centre for Competitive Creative Design,Cranfield University,Bedfordshire MK430AL

出　　处：《管理评论》2021年第9期143-154,共12页Management Review

基　　金：国家自然科学基金项目(71673118);国家软科学研究计划项目(2014GXS4D105);江苏省高校哲学社会科学研究项目(2016SJD630092)。

摘　　要：本文研究了存在盗版下提供商推出免费版对信息产品定价及质量决策的影响。分别给出了不推出免费版和推出免费版两种情境下三种市场模式的形成条件,对比分析了推出免费版前后信息产品定价、盗版率、提供商利润的差异,在此基础上进一步探讨了免费版以及网络外部性对信息产品均衡质量和消费者剩余的影响。研究表明:盗版竞争模式下,推出免费版有助于提高产品定价,增加提供商利润,在盗版质量成本比较高时也有助降低市场盗版率;随着盗版成本的增大,“道德”消费者剩余和社会福利呈先上升再下降最后平稳的趋势,但只有网络外部性较大时推出免费版才有利于提高总消费者剩余;市场存在盗版时,推出免费版会降低产品质量,网络外部性则有助于提升产品质量;无盗版时结论是否成立取决于网络外部性大小。The impact of freemium version products launched by suppliers on pricing and quality decisions of information goods in the presence of piracy goods is studied.Conditions for the formation of three market models when the freemium version products are released and the freemium version products are not released are given.Then a comparison among the pricing of information products,the piracy rate,the change of supplier's profit,the piracy quality cost ratio and the influence of network externality on the changes is made before and after the implementation of the freemium version products,and the infuence of the freemium version products and network externality on the quality of information products and consumer surplus is further explored.The result shows that:when the network externality is low,the freemium strategy can improve the quality and cost conditions for piracy products to enter the market;in the piracy competition model,the release of the freemium version products will help to increase product pricing,increase supplier's profit,and reduce market piracy rate when piracy products'quality costs are high;as the cost of piracy increases,the"moral"consumer surplus and social welfare will rise first and then fall,and finally the trend will be stable,however,it is only when the network externality is large that the freemium version products will be introduced to improve the total consumer surplus;when there is piracy product in the market,the launched freemium version products will reduce the quality of information good,network externality will be helpful to increase product's quality;whether the conclusion is established when there is no piracy googs depends on the size of the network externality.

关 键 词：盗版 免费策略 网络外部性 信息产品定价 

分 类 号：F49[经济管理—产业经济]