考虑样本试用的产品定价与仿真研究

考虑盗版的影响，分析软件开发商如何选择价格和样本试用策略。结合学习效应和网络外部性原理，基于收益管理理论，将价格和试用期限作为决策变量，建立了目标最大化的收益模型，按照Stacklberg博弈理论，采用逆向推导原理分析最优策略，并且探讨试用策略与盗版风险成本的关系。最后通过数值算例，应用MAT—LAB仿真分析相关参数对价格、免费试用期限和收益的影响。结论显示，软件开发商应向市场提供功能水平较高同时定价较高的产品、而免费试用期限相对较短的策略，从而获取较高的收益；盗版率随着盗版风险成本的增加而减少；试用策略与保护策略在抵制盗版问题上是相互补充的关系。...

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Bibliographic Details
Published in计算机应用研究 Vol. 33; no. 8; pp. 2260 - 2265
Main Author 蒋紫艳 田澎
Format Journal Article
LanguageChinese
Published 宁夏大学 经济管理学院，银川 750021%上海交通大学 安泰经济管理学院,上海,200030 2016
上海交通大学 安泰经济管理学院，上海 200030
Subjects
定价
收益管理
样本试用策略
软件产品
风险成本
风险成本
software products
软件产品
样本试用策略
收益管理
定价
revenue management
sampling-trial strategy
pricing
risk costs
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ISSN1001-3695
DOI10.3969/j.issn.1001-3695.2016.08.004

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Summary:考虑盗版的影响，分析软件开发商如何选择价格和样本试用策略。结合学习效应和网络外部性原理，基于收益管理理论，将价格和试用期限作为决策变量，建立了目标最大化的收益模型，按照Stacklberg博弈理论，采用逆向推导原理分析最优策略，并且探讨试用策略与盗版风险成本的关系。最后通过数值算例，应用MAT—LAB仿真分析相关参数对价格、免费试用期限和收益的影响。结论显示，软件开发商应向市场提供功能水平较高同时定价较高的产品、而免费试用期限相对较短的策略，从而获取较高的收益；盗版率随着盗版风险成本的增加而减少；试用策略与保护策略在抵制盗版问题上是相互补充的关系。
Bibliography:51-1196/TP
Considering the impact of piracy, how to choose prices and sampling-trial strategy is essential for software vendors. Combined with the principle of learning effect and network externalization, and based on the theory of revenue management, this paper supposed the price and free-trial period as decision variables, and developed the model of profit maximization. According to the Stacklberg game theory, this paper adopted reverse derivation principle to analyze the optimal strategy, and discussed the relationship between optimal strategies and risk cost. Finally, by numerical examples and MATLAB simulation, it analyzed the affects of related-parameters on the price ,free-trial period and revenue. The conclusion shows that software vendors will provide the higher level of products to the market, at the same time, adopt the strategies of higher pricing and a relatively short free-trial period, so as to gain higher profit. Piracy rate is decreased with the increasing of risk cost, the relationship betwee
ISSN:1001-3695
DOI:10.3969/j.issn.1001-3695.2016.08.004