| 移动学习软件打卡返现的免费增值策略研究 |
| |
| 引用本文： | 郭强,叶燚,李增禄.移动学习软件打卡返现的免费增值策略研究[J].运筹与管理,2022,31(7):193-199. |
| |
| 作者姓名： | 郭强 叶燚 李增禄 |
| |
| 作者单位： | 1. 西南交通大学 经济管理学院,四川 成都 610031;2. 河南大学 商学院,河南 开封 475004 |
| |
| 基金项目： | 四川省科技厅科技支撑计划项目(2015GZ0083-1,2017-RK00-0043-ZF);成都市哲学社会科学院项目(2019L17);中国铁路总公司支撑项目(N2018Z009-1) |
| |
| 摘 要： | 考虑网络外部性因素,研究移动学习软件打卡返现的免费增值策略。分别构建企业在垄断市场和竞争市场下的数学模型,得到不同市场结构下企业最优的产品价格、需求及利润,并通过均衡结果分析企业的策略选择。研究表明:①在垄断市场中,企业应当选择打卡返现策略,此时产品定价较高,付费市场需求较低。②在竞争市场中,对于企业2(劣势企业)而言,无论企业1(优势企业)采取何种策略,均不应选择打卡返现策略;对于企业1(优势企业)而言,只有当两家企业产品差异程度较大时,才应选择打卡返现策略。
|
| 关 键 词： | 网络外部性 移动学习软件 打卡返现 免费增值 |
| 收稿时间： | 2020-03-28 |
Research on the Free Value-added Strategy of the Mobile Learning Software to Clock in and Cash out |
| |
| GUO Qiang,YE Yi,LI Zeng-lu.Research on the Free Value-added Strategy of the Mobile Learning Software to Clock in and Cash out[J].Operations Research and Management Science,2022,31(7):193-199. |
| |
| Authors: | GUO Qiang YE Yi LI Zeng-lu |
| |
| Affiliation: | 1. School of Economics & Management, Southwest Jiaotong University, Chengdu 610031, China;2. Business School, Henan University, Kaifeng 475004, China |
| |
| Abstract: | Considering network externalities, this paper studies the free value-added strategy of punch-in cashback of mobile learning software. The mathematical models of enterprises under monopoly market and competitive market are constructed respectively, and the optimal product price, demand and profit of enterprises under different market structures are obtained, and the strategic choice of enterprises is analyzed through the equilibrium results. The research shows that: In monopoly market, enterprises should choose punch-in cash-back strategy, and at this time, the product price is higher and the demand of payment market is lower. In the competitive market, for inefficient enterprises, no matter what strategy the efficient enterprises adopt, they should not choose the punch card cashback strategy. For high-efficiency enterprises, only when the products of the two enterprises differ greatly should they choose the punch-in cash-back strategy. |
| |
| Keywords: | network externality mobile learning software check in and cash back freemium |
|
| 点击此处可从《运筹与管理》浏览原始摘要信息 |
|
点击此处可从《运筹与管理》下载全文 |
|
