考虑网络外部性的关键消费者选择策略研究

Managerial Strategy of Choosing the Key Consumers by Considering Network Externality

在"互联网+"环境下,能否识别出关键消费者已经成为影响厂商收益的重要因素。利用具有网络外部性的消费者效用函数,分析垄断厂商为了实现自身利益最大化如何选取关键消费者的问题。在完全垄断的市场结构下,针对不考虑和考虑先行消费者的两种情形,构建多阶段博弈的模型,分别求解出反映消费者关键程度的特征函数。而后,利用仿真分析检验算法复杂度,并且在手机通信商选择关键消费者的具体场景中应用本文模型。以上分析表明,本文提出的关键消费者选择策略是可行和有效的,能够显著提升垄断厂商的收益,在具体的管理问题中,具有一定的应用价值。

In the era of"Internet +",the ability of identifying the key consumers has become an important factor that affects the manufacturer’s profit. The paper adopts the utility function with network externality to analyze how the monopolistic manufacturer chooses the key consumers by maximizing their own interests. In the market structure of complete monopoly,the paper constructs a multi-stage game process to derive the feature function of reflecting the consumers’ importance,under two cases: with and without considering the first consumer movers. Finally,the complexity of the algorithm is tested by a series of simulations and this model is applied in the specific real scenario that shows how the mobile phone communication provider chooses the key consumers. The above analyses show that the strategies of choosing key consumers proposed by the paper are feasible and effective,which can significantly improve the profit of monopolistic manufacturer. In all,the proposed model and the achieved strategy has a certain application value in solving specific management problems.