盗版影响下信息产品免费策略:选择或不选择  

Research on the selection of free strategies for information products under piracy

作　　者：杨双 郭强[1] 聂佳佳[1] YANG Shuang;GUO Qiang;NIE Jiajia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;School of Business,Hunan university,Changsha 410082,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]湖南大学工商管理学院,湖南长沙410082

出　　处：《管理工程学报》2022年第6期253-262,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71672153);四川省社会科学研究规划重大项目(SC17ZD09);四川省软科学研究计划项目(2017ZR0181)。

摘　　要：本文研究盗版产品影响下,一个垄断的信息产品正版厂商对免费策略的选择问题。依据正版厂商是否选择免费策略,分析消费者购买正版产品,使用免费版本及使用盗版产品的基本效用,分别建立正版厂商不选择免费策略(N模型)和正版厂商选择免费策略的模型(Y模型)。通过比较分析发现,较大的网络外部性使正版厂商选择免费策略优于不选择免费策略;较大的盗版产品负效用使正版厂商选择免费策略时正版产品定价低于不选择免费版本时正版产品定价;较小的盗版产品网络外部性折扣系数使得正版厂商在选择免费策略时盗版率低于不选择免费策略时盗版率。In the information product industry,a common business strategy to attract consumers to buy commercial products is to provide a free version of the products with limited function to consumers.The monopoly manufacturer provides a free version to consumers,which increases their purchase rate of the commercial product.In the case that consumers are not acquainted with this kind of information product,the manufacturer that launches a free version can attract consumers to use this kind of information product.When the free version cannot meet consumers′demands in work and life,consumers are more likely to buy a commercial product,which benefits the manufacturer.The free version can also increase the total number of users who use such information products,increase the network externality of this kind of information product,and finally improve consumer utility when more consumers become users of the same product.For consumers who have lower requirements for this kind of information product′s functions,due to the existence of a free version that can meet consumers′demands,the possibility of consumers buying the commercial product is low.Consumers who plan to buy a commercial product may also decide to use the free version and not purchase the commercial product,and the free version may encroach on the market demand for this commercial product.In addition,with the rapid development of the internet,the implementation of free versions of such products may accelerate the rate of pirated products entering the information product market.Consumers who pay only a relatively low cost can use such a fully functional pirated product.This invasion of piracy influences commercial product sales.At the same time,piracy has a positive impact on commercial products because it can increase the total number of users who use such information products,which increases the network externality of this kind of information product and improves consumer utility.Therefore,providing a free version to consumers is a double-edged sword.Thus,whethe

关 键 词：信息产品 盗版 免费策略 网络外部性 

分 类 号：F274[经济管理—企业管理]