基于免费增值模式的信息产品定价及广告策略研究  

Research on Pricing and Advertising Strategies for Information Products Based on Freemium Model

作　　者：陈鹏宇 韩会丽 周品 孔丽萍 王钦 Chen Pengyu;Han Huili;Zhou Pin;Kong Liping;Wang Qin(School of Information and Management,Central China Normal University,Wuhan 430079,China;College of Economics and Management,Huazhong Agricultural University,Wuhan 430070,China)

机构地区：[1]华中师范大学信息管理学院,湖北武汉430079 [2]华中农业大学经济管理学院,湖北武汉430070

出　　处：《中国管理科学》2024年第7期212-224,共13页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71801107,72101095);中央高校基本科研业务费专项资金项目(2662021JGQD003)。

摘　　要：随着信息技术的不断创新,信息产品市场需求越来越大,免费增值模式成为信息产品开发商广泛采用的一种商业模式,如何决策产品定价及广告策略成为一个重要的研究问题。本文构建了信息产品开发商和消费者之间的博弈模型,研究了当网络效应存在时信息产品开发商的最优定价和广告策略,对比了无广告纯付费模式和免费增值模式,分析了广告收益率和网络效应强度对最优定价和广告强度、最优利润、消费者剩余和社会福利的影响。研究结果表明:免费增值模式下开发商的利润始终高于纯付费模式的利润。若网络效应强度较低,广告强度与广告收益率呈现出先减小后增大的U型关系;若网络效应强度较高,广告强度起初为零,随后关于广告收益率递增。拓展部分考虑存在开屏广告的情形,免费增值模式下的开发商利润依旧始终大于纯付费模式的利润。借助数值实验发现,开发商根据广告收益率的不同合理设计免费产品的质量可以进一步提升利润。本研究的主要贡献在于考虑了免费增值模式中广告和网络效应的作用,研究结果弥补了信息产品定价领域的研究空白,同时为信息产品开发商的决策提供了参考和建议。With continuous innovations in information technology,the demand for information products in the market has been growing.The freemium model has become a widely adopted business strategy by information product developers.Decisions regarding product pricing and advertising strategies have become crucial research questions.A game-theoretical model between information product developers and consumers is constructed to investigate the optimal pricing and advertising strategies for information product developers when network effects are present.A comparison is made between the ad-free pure payment model and the freemium model.The impact of advertising revenue rate and network effect strength on optimal pricing,advertising intensity,optimal profit,consumer surplus,and social welfare is analyzed.The results indicate that the profit of developers under the freemium model is consistently higher than that under the pure payment model.When network effects are weak,there exists a U-shaped relationship between advertising intensity and advertising revenue rate(that is,first decreases and then increases).Conversely,when network effects are strong,advertising intensity starts at zero and increases with advertising revenue rate.In the extension section,considering the existence of open screen advertisement,the profit of developers under the freemium model remains higher than that under the pure payment model.Numerical experiments reveal that by adjusting the quality of free products based on different advertising revenue levels,developers can further enhance their profits.The main contribution of this research lies in considering the roles of advertising and network effects in the freemium model.The research findings fill a gap in the field of information product pricing and offer insights and recommendations for decisionmaking by information product developers.

关 键 词：信息产品 广告 免费增值模式 网络效应 

分 类 号：F49[经济管理—产业经济]