移动学习软件打卡返现的免费增值策略研究

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。

Research on the Free Value-added Strategy of the Mobile Learning Software to Clock in and Cash out

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.