【摘要】：隨著經(jīng)濟(jì)全球化及科學(xué)技術(shù)的迅速發(fā)展,信息產(chǎn)品企業(yè)為爭(zhēng)取更多的市場(chǎng)份額,逐漸選擇零售的銷售方式。且逐漸將重點(diǎn)轉(zhuǎn)移到附加服務(wù)供給方面,提供同質(zhì)產(chǎn)品的企業(yè)通過(guò)提供不同質(zhì)量水平的附加服務(wù)來(lái)實(shí)現(xiàn)差異化。在信息產(chǎn)品與服務(wù)競(jìng)爭(zhēng)性市場(chǎng)中,信息產(chǎn)品及附加服務(wù)的定價(jià)策略日漸成為信息產(chǎn)品零售商關(guān)心的首要問(wèn)題。而以往研究多集中于單一信息產(chǎn)品的定價(jià)策略,沒(méi)有統(tǒng)一考慮產(chǎn)品的后續(xù)服務(wù),且假設(shè)消費(fèi)者的網(wǎng)絡(luò)外部性強(qiáng)度相同。本文基于異質(zhì)消費(fèi)者和雙寡頭壟斷零售企業(yè),針對(duì)基礎(chǔ)信息產(chǎn)品和附加服務(wù)的銷售策略選擇及最優(yōu)定價(jià)問(wèn)題進(jìn)行了分析,建立寡頭企業(yè)的捆綁銷售和分別銷售策略的博弈模型,使得企業(yè)通過(guò)四種局勢(shì)下的策略選擇實(shí)現(xiàn)收益最大化的銷售策略。同時(shí),將差異化網(wǎng)絡(luò)外部性強(qiáng)度系數(shù)引入Hotelling模型,計(jì)算企業(yè)的需求函數(shù)和收益函數(shù),并采用兩階段靜態(tài)博弈分析兩家企業(yè)的定價(jià)策略和競(jìng)爭(zhēng)行為。通過(guò)模型求解,得到四種局勢(shì)下兩家企業(yè)的最優(yōu)定價(jià)解析解。通過(guò)數(shù)值模擬分析了潛在消費(fèi)者的構(gòu)成比例及市場(chǎng)規(guī)模對(duì)企業(yè)定價(jià)、市場(chǎng)占有率和最優(yōu)收益產(chǎn)生的影響,以及不同成本和市場(chǎng)規(guī)模組合下企業(yè)的最優(yōu)定價(jià)策略。該研究在理論方面,對(duì)提供信息產(chǎn)品及附加服務(wù)的寡頭零售企業(yè)定價(jià)問(wèn)題進(jìn)行了研究,拓寬了Hotelling模型的應(yīng)用領(lǐng)域,且豐富了以往關(guān)于信息產(chǎn)品定價(jià)的研究?jī)?nèi)容。同時(shí),對(duì)現(xiàn)實(shí)中的寡頭零售企業(yè)銷售策略的選擇及最優(yōu)價(jià)格的確定具有一定的參考價(jià)值。
[Abstract]:With the economic globalization and the rapid development of science and technology, information product enterprises gradually choose the retail sales mode in order to gain more market share. And the emphasis is gradually shifted to the supply of additional services. Enterprises providing homogeneous products achieve differentiation by providing additional services of different quality levels. In the competitive market of information products and services, the pricing strategy of information products and additional services is becoming the primary concern of information products retailers. The previous studies focused on the pricing strategy of a single information product and did not uniformly consider the follow-up services of the product and assumed that consumers had the same degree of network externality. Based on heterogeneous consumers and duopoly monopolistic retail enterprises, this paper analyzes the choice of marketing strategies and optimal pricing of basic information products and additional services, and establishes a game model of bundled sales and separate sales strategies of oligopoly enterprises. It makes the enterprise choose the sales strategy to maximize the profit through the strategy of four situations. At the same time, the intensity coefficient of the differentiated network externality is introduced into the Hotelling model to calculate the demand function and the income function of the enterprise, and the two-stage static game is used to analyze the pricing strategy and competitive behavior of the two firms. By solving the model, the analytical solutions for the optimal pricing of two firms in four situations are obtained. Through numerical simulation, the effects of the proportion of potential consumers and market size on enterprise pricing, market share and optimal return are analyzed, as well as the optimal pricing strategy of enterprises under different cost and market size combinations. In the theoretical aspect, the pricing problem of oligopoly retail enterprises providing information products and additional services is studied, which widens the application field of Hotelling model and enriches the previous research contents on information product pricing. At the same time, it has certain reference value for the choice of the oligopoly retail enterprise's sales strategy and the determination of the optimal price.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.2;F274

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1 王春蘋;面向異質(zhì)消費(fèi)者的寡頭零售企業(yè)信息產(chǎn)品與服務(wù)定價(jià)[D];天津大學(xué);2015年

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本文編號(hào)：2235215