Kybernetes ( IF 2.5 ) Pub Date : 2021-04-01 , DOI: 10.1108/k-11-2020-0756 Yi Qu , Zhengkui Lin , Xiaonan Zhang
Purpose
The purpose of this paper is to research the price strategies of online knowledge payment product by considering network externality in the C2C sharing economy.
Design/methodology/approach
Considering the characteristics of online knowledge goods and the social network externality of consumers, this study establishes a consumer utility function. On this basis, a multistage game pricing model of online knowledge products is established based on three kinds of network price strategies under a completely competitive market structure. It also analyzes the influence of consumer social network structure and consumer utility on online knowledge product pricing and producer profit, as well as the influence of consumer quantity and discount rate on pricing strategy.
Findings
The consumer social network and consumer utility affect the pricing of online knowledge product under different price strategies. In the growth period of the platform, adopting the price discrimination strategy, the profit of producers is significantly higher than that of other price strategies, and producers should choose effective price strategies for reasonable pricing in combination with their own sales objectives.
Originality/value
This study enriches the literature on the pricing model of online knowledge payment product and owns a practical significance to guide the knowledge producers’ marketing strategies to increase profit.
中文翻译:
C2C共享经济下在线知识支付商品的最优定价模型
目的
本文旨在研究C2C共享经济中考虑网络外部性的在线知识支付产品的价格策略。
设计/方法/方法
考虑到网络知识商品的特点和消费者的社会网络外部性,本研究建立了消费者效用函数。在此基础上,建立了完全竞争市场结构下基于三种网络价格策略的网络知识产品多阶段博弈定价模型。分析了消费者社交网络结构和消费者效用对网络知识产品定价和生产者利润的影响,以及消费者数量和折扣率对定价策略的影响。
发现
在不同的价格策略下,消费者社交网络和消费者效用影响在线知识产品的定价。在平台成长期,采用价格歧视策略,生产者的利润明显高于其他价格策略,生产者应结合自身销售目标,选择有效的价格策略进行合理定价。
原创性/价值
本研究丰富了在线知识付费产品定价模型的文献,对指导知识生产者的营销策略增加利润具有现实意义。