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中国管理科学 ›› 2022, Vol. 30 ›› Issue (11): 343-351.doi: 10.16381/j.cnki.issn1003-207x.2020.1169

• 论文 • 上一篇    下一篇

基于“硬件/软件”平台产品性能改进的定价策略与激励合同研究

钟丽1, 艾兴政2, 丁雪峰1   

  1. 1.三峡大学经济与管理学院,湖北 宜昌443002;2.电子科技大学经济与管理学院,四川 成都611731
  • 收稿日期:2020-06-18 修回日期:2020-11-12 出版日期:2022-11-20 发布日期:2022-11-28
  • 通讯作者: 钟丽(1985-),女(汉族),湖北荆州人,三峡大学经济与管理学院,讲师,研究方向:平台治理,Email:zlee04@sina.com. E-mail:zlee04@sina.com
  • 基金资助:
    国家自然科学基金资助项目(72072022,71771139);国家自然科学基金重点项目(71432003,71531003)

The Pricing and Incentive Contract Design with the Product Performance Improvement of “Hardware/software” Platform

ZHONG Li1, AI Xing-zheng2, DING Xue-feng1   

  1. 1. College of Economics and Management, China Three Gorges University, Yichang 443002, China;2.School of Management and Economics, University of Electronic Science and Technology, Chengdu 611731, China
  • Received:2020-06-18 Revised:2020-11-12 Online:2022-11-20 Published:2022-11-28
  • Contact: 钟丽 E-mail:zlee04@sina.com

摘要: 构建了一个“硬件/软件”平台,平台一边是互补内容或服务的提供商,一边是购买平台产品和内容的最终消费者。在刻画平台产品和内容之间互补网络效应的基础上,考虑平台产品性能改进,运用博弈论方法,揭示了平台产品定价、内容定价、平台收费及平台产品性能水平决策的内在机理,并进一步探索了优化平台产品性能的激励合同设计。研究结果表明:(1)在一定条件下平台产品可以亏本销售,但内容必须具有盈利性。(2)互补性网络效应越强、平台产品性能改进效率越高或敏感系数越小将促使平台提高产品性能并制定更高的平台接入费,同时内容价格也会提高。但平台产品性能水平与其价格的变化并不总是保持一致。(3)数量折扣和固定转移支付合同的组合合同可以实现双边市场系统的协调并进一步优化平台产品性能水平,且当固定转移费用在一定范围内时,实现平台和内容提供商利润的帕累托改进。

关键词: 平台;性能改进;互补性网络效应;数量折扣合同;固定转移支付合同

Abstract: With the blossom of platform mode, a kind of “hardware/software” platform emerged. On the one hand, it sells its products to consumers, on the other hand, it provides the channel for third-party developers to sell complementary service and content to consumers. Such as smart phones, video game machines, e-readers, smart cars, etc. Take the smartphone as an example, after purchasing the smartphone, consumers enhance their experience value through downloading applications from the smartphone platform and installing them. Therefore, the “hardware/software” platform can profit by selling its own products and providing platform service. Furthermore, in order to meet the needs of consumers for higher performance of platform products and obtain the competitive advantage, the platform also continuously innovates the product. Based on the above background, how should the platform price its product and royalty fee, and how should third-party developers price its service or content? And how the platform and third-party developers cooperate to stimulate innovation in the platform product’s performance, improve system efficiency and optimize their own profits.

Key words: platform; performance improvement; complementary network effect; quantity discount contract; fixed transfer payment

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