网络外部性与产品垄断定价策略研究

Monopoly Pricing Strategy with Network Externality

当产品存在网络外部性时,垄断厂商在一个较长的时期内如何分阶段提供产品并制定一个合理的价格以获得最大的利润是一个重要问题,因为网络外部性可能会对消费者的预期有着重要的影响,从而影响垄断厂商的定价策略和利润。为了探讨这一问题,本文通过构造一个两阶段的动态模型,分垄断厂商可以在不同的阶段提供同质产品和差异产品两种情形来分析了存在网络外部性条件下垄断厂商的动态价策略。研究表明,若垄断厂商在不同阶段提供同质产品,则第一时段的价格要高于第二时段价格的贴现值;若垄断厂商在第二阶段提供差异产品,则产品的价格会比没有网络外部性的情况下有所降低。

Since network externalities maybe effect on the consumer＇s expect, monopoly finn＇s pricing strategy and profits, so it is important to a monopoly finn how to supply the consumer products in different stages and set a reasonable price in order to gain maximum profit when the products have the network externality character. To explore the problem, this paper study the monopoly finn＇s pricing strategies by construct of a 2-stage dynamic model about a monopoly finn in two cases： monopoly supply the same products and different products. It is shown that if the monopoly finns supply the same products, the price of first stage is larger than the discount value of the second＇s; if the monopoly supply the different products, the price with network externality is lower than without network externality.