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在市场中存在盗版产品情形下,研究了网络外部性对信息产品定价策略的影响.信息产品提供商可以选择不同的产品质量以控制盗版.在产品质量外生情形下,给出了提供商的三种信息产品定价策略,并分析了网络外部性对产品定价与提供商利润的影响.在产品质量内生的情况下,探讨了网络外部性对产品质量的影响.结果表明:较小的网络外部性对信息产品定价策略没有影响.较大的网络外部性会导致市场出现盗版产品,致使提供商降低价格以吸引更多消费者.然而,较大的网络外部性导致提供商收益减少.此外,较小的网络外部性会促使提供商降低产品质量,而较大的网络外部性会激励提供商提高产品质量.同时,还分析了网络外部性对消费者剩余和社会福利的影响.
In the presence of pirated products in the market, the impact of network externality on the pricing strategy of information products is studied.The information product providers can choose different product quality to control piracy.In the case of product quality exogenous, given the provider’s And three kinds of information products pricing strategy, and analyzes the influence of network externality on product pricing and provider profit. In the end of product quality, the impact of network externality on product quality is discussed.The results show that the smaller network Externality has no effect on the pricing strategy of information products.While the greater network externality will lead to market piracy products, resulting in lower prices to attract more consumers.However, greater network externalities lead to a decrease in provider benefits. Smaller network externalities will lead providers to reduce product quality, while greater network externalities will encourage providers to improve product quality, and also analyze the impact of network externalities on consumer surplus and social welfare.