| 考虑前瞻性买者的软件定价策略研究 |
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| 引用本文： | 窦一凡,吴东军,陈剑. 考虑前瞻性买者的软件定价策略研究[J]. 清华大学学报(自然科学版), 2012, 0(8): 1138-1141 |
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| 作者姓名： | 窦一凡 吴东军 陈剑 |
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| 作者单位： | 教育部人文社会科学重点研究基地清华大学现代管理研究中心;清华大学经济管理学院;佐治亚理工学院 |
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| 基金项目： | 国家自然科学基金重大项目(760890082) |
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| 摘 要： | 软件与传统商品在边际成本、网络外部性和转移成本等3方面存在显著差异,而具有前瞻性的消费者在购买软件时会充分考虑到这些因素的长期影响,因此,深入理解和充分利用这些关键特征对于软件的价格制定具有重要意义。该文采用了理论经济模型的分析方法,通过建立两周期模型考查了前瞻性买者和网络外部性对于企业决策的影响,并基于此得到了订阅式定价、一次支付式定价和限期免费策略等3类在实践中普遍采用的软件定价策略的最优参数。数值试验结果表明:在一定条件下,一次支付式定价和限期免费策略可以替代最优的动态定价策略。这些结论为信息产品提供商的价格决策提供了重要的理论依据。
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| 关 键 词： | 网络外部性 前瞻性消费者 转移成本 软件定价 |
Optimal software pricing strategy with foresighted buyers |
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| DOU Yifan,D.J.WU,CHEN Jian. Optimal software pricing strategy with foresighted buyers[J]. Journal of Tsinghua University(Science and Technology), 2012, 0(8): 1138-1141 |
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| Authors: | DOU Yifan D.J.WU CHEN Jian |
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| Affiliation: | 1,2(1.Research Center for Contemporary Management at Tsinghua University,Key Research Institute of Humanities and Social Sciences at Universities of Ministry of Education,Beijing 100084,China; 2.School of Economics and Management,Tsinghua University, Beijing 100084,China; 3.Georgia Institute of Technology,Atlanta 30308-1149,USA) |
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| Abstract: | Software differs from traditional goods in negligible marginal costs,network effects and switching costs,all of which play a non-trivial role in customers’ decision making of software adoption.A two-period dynamic pricing model was developed to investigate the impact of foresighted buyers,in the presence of network effects and switching costs,with three popular pricing strategies being evaluated.The results show that while the subscription model is always suboptimal,the license model is optimal when buyers are fully foresighted,and that the time-limited freemium model is optimal when network effects are sufficiently large,which provide theoretical guidance for software providers’ pricing strategy. |
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| Keywords: | network effects foresighted buyers switching costs software pricing |
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