This study proposes a two-period analytical model to explore the relative optimality of three sequential releasing strategies for a software vendor: (1) Skipping Strategy—skip the limited-functionality version and introduce a full-functionality version in the next period, (2) Replacement Strategy—release a limited-functionality version first and replace it with a full-functionality version later, and (3) Line-extension Strategy—release a limited-functionality version first and extend the product line by releasing a full-functionality version later. Word-of-mouth (WOM) effect and uncertainty in consumers’ requirements are taken into consideration. Our analysis shows that Skipping Strategy is optimal when the net WOM is negative and sufficiently small, while the Replacement Strategy becomes the optimal choice when the net WOM is negative but not sufficiently small. However, the Line-extension Strategy dominates other two strategies when the net WOM is positive. Different pricing patterns may be chosen when adopting Line-extension Strategy, i.e. when the net WOM is positive and not very large, Low–High pricing pattern (a relatively low price for the limited-functionality version and a relatively high price for the full-functionality version) is optimal, while High–Low pricing pattern (a relatively high price for the limited-functionality version and a relatively low price for the full-functionality version) becomes optimal when the net WOM is positive and sufficiently large. Numerical experiments show that the software vendor could improve its profit by choosing optimal quality design but the overall dominance pattern of the three release strategies is similar no matter whether the quality design is exogenously given or optimally chosen.

中文翻译：

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存在口碑和需求不确定性的软件产品的最佳顺序发布策略

这项研究提出了一个为期两阶段的分析模型，以探讨软件供应商的三种顺序发布策略的相对最优性：（1）跳过策略-跳过有限功能版本，并在下一阶段引入全功能版本，（2 ）替换策略-先发布有限功能版本，然后再用全功能版本替换；（3）线扩展策略-先发布有限功能版本，然后通过发布全功能版本扩展产品线后来。考虑了口碑效应（WOM）和消费者需求的不确定性。我们的分析表明，当净WOM为负且足够小时，跳过策略是最佳选择，当净WOM为负数但不足时，替代策略将成为最佳选择。但是，当净WOM为正时，线路扩展策略将主导其他两个策略。当采用行扩展策略时，可以选择不同的定价模式，即当净WOM为正且不是很大时，从低到高的定价模式（有限功能版本的价格相对较低，而全功能版本的价格相对较高）功能性版本）是最佳的，而当净WOM为正且足够大时，高低定价模式（有限功能版本的价格较高，而全功能版本的价格较低）则最佳。