喆学（154）：精读博士论文序贯发布策略中的定价优化（1）

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“喆学（154）：精读博士论文

《基于消费者学习的免费增值信息产品

定价优化与运营研究》

序贯发布策略中的定价优化（1）”

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"Zhexue (154): Intensive reading of doctoral dissertation

"Pricing optimization and operation research of free value-added information products based on consumer learning"

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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博士论文《基于消费者学习的免费增值信息产品定价优化与运营研究》的序贯发布策略中的定价优化。

This article will introduce the pricing optimization in the sequential publishing strategy of the doctoral dissertation "Pricing Optimization and Operational Research on Free Value-added Information Products Based on Consumer Learning" from three aspects: mind mapping, in-depth reading, and knowledge supplementation.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)引言(Introduction)

在社交网络时代，消费者学习对企业决策的影响显著增强。社交媒体如微博、论坛等为企业提供了与用户互动的平台，推动营销策略向社交化发展。用户通过社交平台分享、讨论和修改内容，提升知识结构。数据显示，70%的中国消费者喜欢企业通过社交媒体互动，79%认为这很重要，远超全球平均水平。

In the era of social networks, the influence of consumer learning on corporate decision-making has significantly increased. Social media such as Weibo and forums provide companies with a platform for interaction with users, driving marketing strategies towards social development. Users share, discuss and modify content through social platforms to improve their knowledge structure. Data shows that 70% of Chinese consumers like companies to interact through social media, and 79% think this is important, far exceeding the global average.

在信息产品领域，企业通过分阶段发布不同版本的产品来利用消费者学习，降低使用成本。第一阶段发布免费版，帮助用户熟悉产品，促进后续付费版的销售。研究表明，消费者学习能减少认知产品的努力，降低教育成本。通过这种方式，企业可以增加利润。

In the field of information products, companies can take advantage of consumer learning and reduce the cost of use by releasing different versions of products in stages. The first stage is to release a free version to help users familiarize themselves with the product and promote sales of the subsequent paid version. Research shows that consumer learning can reduce the effort of cognitive products and reduce education costs. In this way, companies can increase profits.

(2)模型建立(Model building)

企业通过分阶段推出免费版和付费版信息产品，利用消费者学习降低使用成本。第一阶段推出免费版，消费者决定是否使用；第二阶段推出付费版，若消费者在第一阶段使用免费版，第二阶段使用付费版成本降低。模型中涉及产品版本质量、消费者偏好、网络外部性强度、使用成本、企业成本系数等参数，以及用户总量、各阶段用户数量、付费版价格和企业利润等变量。

Enterprises use consumer learning to reduce usage costs by launching free and paid versions of information products in stages. In the first stage, the free version is launched, and consumers decide whether to use it; in the second stage, the paid version is launched. If consumers use the free version in the first stage, the cost of using the paid version in the second stage is reduced. The model involves parameters such as product version quality, consumer preference, network externality intensity, usage cost, enterprise cost coefficient, as well as variables such as the total number of users, the number of users in each stage, the price of the paid version, and enterprise profit.

企业通过免费和付费版本的信息产品，利用消费者学习降低使用成本。免费版质量低于付费版，消费者偏好影响感知价值。若消费者在第一阶段使用免费版，第二阶段使用付费版成本降低。企业需支付推广成本促进学习，延长体验时间提升降低率，但可能延迟利润。为获得降低的使用成本，企业需平衡推广成本与用户学习效果。

Enterprises use free and paid versions of information products to reduce the cost of use by taking advantage of consumer learning. The quality of the free version is lower than the paid version, and consumer preferences affect perceived value. If consumers use the free version in the first stage, the cost of using the paid version in the second stage is lower. Enterprises need to pay promotion costs to promote learning, extend the experience time to increase the reduction rate, but may delay profits. In order to obtain reduced usage costs, enterprises need to balance promotion costs with user learning effects.

在第一阶段，企业向市场提供信息产品的免费版，消费者根据对产品质量的偏好决定是否使用。若消费者偏好的产品质量高于某一临界值，他们将选择使用免费版。临界消费者对免费版的净效用为零，由此可得第一阶段的用户数量公式。为了保证用户数量为正，需满足网络外部性强度小于1的条件。

In the first stage, the enterprise provides the free version of the information product to the market, and consumers decide whether to use it based on their preference for product quality. If the product quality preferred by consumers is higher than a certain critical value, they will choose to use the free version. The net utility of the critical consumer for the free version is zero, which gives the formula for the number of users in the first stage. In order to ensure that the number of users is positive, the condition that the intensity of network externalities is less than 1 must be met.

在第二阶段，企业推出定价为p的付费版。未在第一阶段使用免费版的用户在第二阶段选择是否购买付费版。产品的用户总数为Q_2。消费者根据对产品质量的偏好决定是否购买，若偏好高于临界值 ，则购买付费版。

In the second stage, the company launches a paid version with a price of p. Users who did not use the free version in the first stage choose whether to purchase the paid version in the second stage. The total number of users of the product is Q_2. Consumers decide whether to purchase based on their preference for product quality. If the preference is higher than the critical value, they will purchase the paid version.

在免费增值模式中，企业分阶段推出产品，第一阶段提供免费版以吸引用户，第二阶段推出付费版。为确保第二阶段付费用户数量不超过第一阶段免费用户数量，需满足Q_2≤Q_1。付费版用户数量 Q_2应非负，且企业为促进消费者学习所支付的成本不应高于付费版的定价。企业需在产品质量、网络外部性强度、使用成本降低率等因素间找到平衡，以确定付费版的合理定价范围。

In the freemium model, companies launch products in stages, offering a free version in the first stage to attract users, and launching a paid version in the second stage. To ensure that the number of paid users in the second stage does not exceed the number of free users in the first stage, Q_2≤Q_1 must be satisfied. The number of paid version users Q_2 should be non-negative, and the cost paid by the company to promote consumer learning should not be higher than the price of the paid version. Companies need to find a balance between factors such as product quality, network externality intensity, and cost reduction rate to determine a reasonable pricing range for the paid version.

图4-3展示了在不同使用成本降低率下，付费版的价格可行域。随着降低率的增加，付费版的价格可行域扩大，表明企业有更大的定价灵活性。当免费版质量较高时，需降低付费版价格以吸引消费者；而当免费版质量较低时，企业可以设定更高的价格。企业需在最大化利润和吸引消费者之间找到平衡点，以确定最优定价策略。

Figure 4-3 shows the feasible price range of the paid version at different usage cost reduction rates. As the reduction rate increases, the feasible price range of the paid version expands, indicating that the company has greater pricing flexibility. When the quality of the free version is higher, the price of the paid version needs to be lowered to attract consumers; when the quality of the free version is lower, the company can set a higher price. The company needs to find a balance between maximizing profits and attracting consumers to determine the optimal pricing strategy.

三、知识补充（Knowledge supplement）

网络外部性对市场竞争和企业战略有着深远的影响：

Network externalities have a profound impact on market competition and corporate strategy:

1.市场领导者的优势：在具有强网络外部性的市场中，市场领导者由于拥有更多的用户基础，能够吸引更多的新用户，从而进一步巩固其市场地位。这种“赢家通吃”的现象使得市场领导者在竞争中占据优势。

1. Advantages of market leaders: In markets with strong network externalities, market leaders, due to their larger user base, are able to attract more new users, thereby further consolidating their market position. This “winner takes all” phenomenon gives market leaders an advantage in competition.

2.进入壁垒：网络外部性可能提高新进入者的市场进入壁垒。由于现有企业已经拥有庞大的用户基础，新进入者需要提供显著更好的产品或服务，或者进行大规模的市场推广，才能吸引用户转换。

2. Barriers to entry: Network externalities may raise barriers to entry for new entrants. Since existing companies already have a large user base, new entrants need to provide significantly better products or services, or conduct large-scale marketing promotions, to attract users to switch.

3.产品兼容性：企业可能需要考虑产品的兼容性问题，以确保新用户能够与现有用户网络无缝连接。这可能导致企业在产品设计和开发上进行更多的投资。

3. Product compatibility: Companies may need to consider product compatibility issues to ensure that new users can seamlessly connect with the existing user network. This may lead companies to invest more in product design and development.

4.定价策略：网络外部性可能影响企业的定价策略。例如，企业可能会选择低价甚至免费提供产品，以快速增加用户基础，然后再通过增值服务或其他方式实现盈利。

4. Pricing strategy: Network externalities may affect the pricing strategy of companies. For example, companies may choose to provide products at low prices or even for free to quickly increase the user base, and then achieve profitability through value-added services or other means.

5.合作与联盟：在某些情况下，企业可能会通过合作或形成联盟来增强网络效应。例如，不同品牌的手机可能通过支持相同的应用程序生态系统来吸引用户。

5. Cooperation and alliances: In some cases, companies may enhance network effects by cooperating or forming alliances. For example, mobile phones of different brands may attract users by supporting the same application ecosystem.

6.创新与差异化：为了在具有网络外部性的市场中获得竞争优势，企业需要不断创新和提供差异化的产品或服务，以吸引和保留用户。

6. Innovation and differentiation: In order to gain a competitive advantage in a market with network externalities, companies need to continuously innovate and provide differentiated products or services to attract and retain users.

7.用户锁定：网络外部性可能导致用户锁定，即用户由于转换成本高而难以从一个平台或产品转换到另一个。这为企业提供了一定程度的市场保护，但也可能引起反垄断关注。

7. User lock-in: Network externalities may lead to user lock-in, that is, users find it difficult to switch from one platform or product to another due to high switching costs. This provides companies with a degree of market protection, but may also raise antitrust concerns.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：陈小艳. 基于消费者学习的免费增值信息产品定价优化与运营研究[D]. 西南交通大学, 2021.

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