【摘要】 基于网络外部性特征,研究了考虑消费者异质偏好情况下的网络游戏厂商利润最大化问题,构建了网络游戏产品在一定销售周期内的动态定价模型.首先通过应用庞特里亚金极大值原理对模型进行求解,得到了数值解和动态最优定价策略;其次分析了成本系数、网络外部性强度、产品质量等因素对最优价格、游戏玩家数以及总收益的影响.研究结果表明,对于低成本、高质量的游戏产品,厂商应制定高价;而对于强网络外部性的游戏产品,厂商应先制定低价后缓慢降价.同时发现,降低游戏产品成本,提高产品质量,以及产品具有较强的网络外部性都有助于厂商增加总收益.更多还原

【Abstract】 This paper examines the optimal dynamic pricing of an online games firm facing heterogeneous consumers. The analytical solutions and optimal strategy are first derived by solving the dynamic model with pontryagin maximum principle. Then this paper investigates the impacts of marginal cost, network effects and product quality on the optimal price and profit. The results show that the firm should charge a high price if the marginal operation cost is low or the product quality is high. However, it is more profitable for the firm to charge a low price in the presence of a strong network effect. Furthermore, the result suggests that the online games firm obtains more profits by reducing operation costs, improving product quality and increasing network effects.更多还原