| 双边市场视角下操作系统平台定价策略研究 |
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| 引用本文： | 邢明青.双边市场视角下操作系统平台定价策略研究[J].运筹与管理,2015,24(3):234-239. |
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| 作者姓名： | 邢明青 |
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| 作者单位： | 潍坊学院 经济管理学院,山东 潍坊 261061 |
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| 基金项目： | 山东省社会科学规划研究项目“双边市场视角下平台企业非价格竞争研究”(12CJRJ17);山东省高等学校人文社会科学研究项目“双边市场视角下软件平台价格竞争策略研究”(J13WF11);山东省信息化战略专项研究课题“山东省信息产业自主创新能力提升的对策研究”(2013EI125);山东省自然科学基金项目“商业开源软件与专有软件技术创新竞争策略研究”(ZR2013GL005) |
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| 摘 要： | 越来越多有影响力开源操作系统平台的兴起(如Linux),对传统的专有操作系统平台(如微软的Windows)形成巨大的冲击。本文借用双边市场理论框架探讨专有操作系统平台在面对开源操作系统平台竞争时的定价策略问题。主要结论如下:①专有操作系统平台对平台用户收费和向应用软件开发商补贴的定价结构是由平台用户和应用软件开发商之间两类交叉网络外部性相对强弱决定的;②用户使用开源操作系统平台相对于专有操作系统平台需承担的额外费用(如较高的学习成本和维护费用)和获得的额外好处(如可个性化和较好的稳定性)均会间接影响专有操作系统平台的定价策略;③与专有操作系统平台独占市场的情形对比发现,两种市场结构下专有操作系统平台的定价结构可能存在差异,并且这种差异依赖于平台用户使用开源操作系统平台与使用专有操作系统平台相比额外需承担费用和额外获得好处的差距。
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| 关 键 词： | 企业管理 定价策略 双边市场理论 操作系统 |
| 收稿时间： | 2013-10-28 |
Pricing Strategies of Operating System Platform from the Perspective of Two-Sided Markets |
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| XING Ming-qing.Pricing Strategies of Operating System Platform from the Perspective of Two-Sided Markets[J].Operations Research and Management Science,2015,24(3):234-239. |
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| Authors: | XING Ming-qing |
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| Affiliation: | Department of Economics and Management, Weifang University, Weifang261061, China |
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| Abstract: | The emergence of more and more influential open-source operating system platforms (such as Linux) tremendously impacts the traditional proprietary operating system platforms(such as Microsoft’s Windows). Based on two-sided markets framework, this paper studies the pricing strategies of proprietary platform in the face of competition from open-source platforms. It finds that the proprietary platform’s pricing structure of charging users and subsiding for application software developers is decided by the relative strength of cross network externalities between users and application software products, the additional costs(such as higher learning and maintenance costs)and benefits(such as individuation and better stability)when users use open-source platform relative to proprietary platform will indirectly affect proprietary platform’s pricing strategies, and proprietary platform’s pricing structures may differ compared with the case of proprietary platform monopolizing. Moreover, this difference depends on the gap between the additional costs and benefits when users use open-source platform relative to proprietary platform. |
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| Keywords: | enterprise management pricing strategy two-sided market theory operating system |
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