基于消费者考虑成本的移动APP免费增值模式最优策略研究  

Freemium as optimal strategy for mobile APP market under consumer deliberation cost

作　　者：易余胤[1] 曾润滋 YI Yuyin;ZENG Runzi(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《计算机集成制造系统》2022年第4期1188-1198,共11页Computer Integrated Manufacturing Systems

基　　金：国家自然科学基金项目(71571086);广东省自然科学基金资助项目(2021A1515012002)。

摘　　要：为研究消费者考虑成本对移动APP免费增值(Freemium)策略适用性的影响,构建了一个垄断移动APP开发商的Freemium策略模型。首先研究了APP开发商的产品策略和定价决策问题,重点分析了消费者考虑成本对APP开发商的产品策略、定价决策和Freemium策略适用性的影响。然后,将模型拓展到质量内生决策的情形,分析了消费者考虑成本对高低端APP产品质量设定的影响,并给出了Freemium策略的适用性条件。研究发现:Freemium策略的适用性受到消费者考虑成本和高低端产品的质量水平的影响,但消费者考虑成本可以通过影响高低端产品的质量水平设计来影响Freemium策略的适用性。当消费者对低端产品的考虑成本较低(低于一定的阈值),且对高低端产品考虑成本有一定差别时,Freemium最优策略存在。To study the impact of consumer deliberation cost on the applicability of Freemium strategy,a monopoly mobile APP developer model was considered.The product strategies and pricing decisions of APP developer were studied,and the impact of consumer deliberation cost on the product strategies,pricing decisions and Freemium strategy applicability of APP developer was analyzed.The model was extended to the case of endogenous quality decision-making to analyze the impact of consumer deliberation cost on the quality level of high and low-end APP products,and the applicability condition of Freemium strategy was given.It was found that Freemium applicability was affected by the difference between consumer deliberation costs toward high and low-end products and the quality difference between high and low-end products.Consumer deliberation cost affected the applicability of Freemium by influencing the quality level of high and low-end products.When consumer deliberation cost toward low-end product was relatively low(below a certain threshold)and the consumer deliberation costs between high and low-end products were somewhat different,the optimal Freemium strategy existed.

关 键 词：移动APP免费增值模式 消费者考虑成本 产品质量 产品策略 

分 类 号：F224[经济管理—国民经济]