喆学（153）：精读期刊论文理论和假设（1）

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“喆学（153）：精读期刊论文

《Competing on Freemium: Digital Competition with Network Effects》

理论和假设（1）”

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"Zhexue (153): Intensive reading of journal articles

《Competing on freemium: Digital Competition with Network Effects》

Theory and Hypotheses (1)"

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读期刊论文《Competing on Freemium: Digital Competition with Network Effects》的理论和假设。

This post will introduce the theories and hypotheses of the intensive reading journal article "Competing on Freemium: Digital Competition with Network Effects" from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)领导者和追随者的直接网络效应和绩效(Direct Network effects and performance of leaders and followers)

直接网络效应随着用户数量增加而提升产品价值。例如，单一版本的计算软件若用户多于竞争对手，新用户选择该平台将获得更多互操作性的好处，从而增加其吸引力。这一效应强调了用户基础对产品成功的重要性。

Direct network effects increase the value of a product as the number of users increases. For example, if a single version of computing software has more users than its competitors, new users who choose the platform will gain the benefits of greater interoperability, increasing its appeal. This effect emphasizes the importance of the user base to a product’s success.

网络效应通常被认为能增加市场领导者的收入，因为其更大的用户基础可能允许其提高价格。然而，博弈理论指出，更强的网络效应可能迫使市场领导者保持低价，以避免消费者转向竞争对手的产品。尽管更强的网络效应可能吸引更多消费者，但也可能使市场领导者更难产生更多收入。这种效应同样适用于市场中的追随者。

Network effects are often thought to increase revenue for market leaders, as their larger user base may allow them to raise prices. However, game theory suggests that stronger network effects may force market leaders to keep prices low to prevent consumers from switching to competitor products. While stronger network effects may attract more consumers, they may also make it more difficult for market leaders to generate more revenue. This effect also applies to followers in a market.

更强的网络效应增加了使用仅付费策略的市场领导者与追随者之间收入的差异。

Stronger network effects increase the difference in revenue between market leaders and followers using a pay-only strategy.

(2)免费增值策略在网络效应下的扩增影响(The amplification effect of Freemium strategy under network effect)

免费增值策略是利用网络效应的常见方式，通过提供免费版本吸引更多用户。然而，在没有市场倾斜的情况下，市场领导者和追随者在免费增值上的竞争可能会使情况变得更为复杂。这种竞争可能影响用户基础的增长和收入的产生，使得市场动态更加难以预测和控制。

Freemium strategy is a common way to leverage network effects by offering a free version to attract more users. However, in the absence of market tilt, competition between market leaders and followers on freemium can make the situation more complicated. This competition can affect the growth of the user base and the generation of revenue, making market dynamics more difficult to predict and control.

尽管网络效应可能使市场领导者在付费产品上的收入高于追随者，但这种收入优势可能有限，因为网络效应要求领导者保持低价。然而，通过提供免费版本，市场领导者可以扩大用户基础，从而增强网络效应的好处。同时，提供高级版本则可能使市场领导者能够收取更高的价格。

Although network effects may enable market leaders to earn more revenue on paid products than followers, this revenue advantage may be limited because network effects require leaders to keep prices low. However, by offering a free version, market leaders can expand their user base, thereby enhancing the benefits of network effects. At the same time, offering a premium version may enable market leaders to charge higher prices.

对于市场追随者，使用免费增值策略可能并不总是有利，因为市场领导者也提供免费版本，使得追随者难以吸引新消费者。追随者提供的高级版本可能只有少数潜在消费者感兴趣。因此，当使用免费增值策略时，网络效应可能更有利于市场领导者，而追随者的收入可能会下降。这表明，在免费增值策略下，市场领导者与追随者之间的收入差距可能比仅使用付费策略时更大。

For market followers, using a freemium strategy may not always be beneficial because market leaders also offer a free version, making it difficult for followers to attract new consumers. The premium version offered by followers may only be of interest to a small number of potential consumers. Therefore, when using a freemium strategy, network effects may be more favorable to market leaders, while followers' revenue may decline. This suggests that under a freemium strategy, the revenue gap between market leaders and followers may be larger than when using a paid strategy alone.

三、知识补充（Knowledge supplement）

在博弈论中，区分领导者和跟随者通常涉及以下几个方面：

In game theory, distinguishing between leaders and followers usually involves the following aspects:

1.市场地位：领导者通常是市场中占据主导地位的公司，拥有较大的市场份额和用户基础。跟随者则是市场份额较小的公司。

1. Market position: Leaders are usually companies that dominate the market, with a large market share and user base. Followers are companies with a smaller market share.

2.战略决策：领导者往往在市场中首先采取行动，如推出新产品或服务，设定价格等。跟随者则根据领导者的行动来调整自己的策略。

2. Strategic decision-making: leaders often take the first action in the market, such as launching new products or services, setting prices, etc. Followers adjust their strategies based on the actions of leaders.

3.创新能力：领导者通常具有较强的创新能力，能够引领市场趋势。跟随者则可能在模仿或改进领导者的创新。

3. Innovation ability: Leaders usually have strong innovation capabilities and can lead market trends. Followers may be imitating or improving the innovation of leaders.

4.资源和能力：领导者通常拥有更多的资源和更强的能力，如资金、技术、品牌影响力等。跟随者可能在这些方面相对较弱。

4. Resources and capabilities: Leaders usually have more resources and stronger capabilities, such as funds, technology, brand influence, etc. Followers may be relatively weak in these aspects.

5.历史表现：领导者往往在市场中有较长的历史和较好的业绩记录。跟随者可能是新进入者或长期处于次要地位的公司。

5. Historical performance: Leaders often have a long history and a good track record in the market. Followers may be new entrants or companies that have been in a secondary position for a long time.

6.市场影响力：领导者的决策和行动对市场有较大影响，能够引导市场发展方向。跟随者的影响力相对较小。

6. Market influence: Leaders' decisions and actions have a greater impact on the market and can guide the direction of market development. Followers have relatively less influence.

7.客户忠诚度：领导者通常拥有较高的客户忠诚度，客户更倾向于选择其产品或服务。跟随者则需要努力提高客户忠诚度。

7. Customer loyalty: Leaders usually have higher customer loyalty, and customers are more inclined to choose their products or services. Followers need to work hard to improve customer loyalty.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：Kevin J. Boudreau, Lars Bo Jeppesen, Milan Miric. Competing on freemium: Digital competition with network effects [J]. Strategic Management Journal, 2021, 43(7): 1374-1401.

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