网络外部性与垄断厂商多产品多期销售定价策略研究

Study on Pricing Strategies for a Monopolist with Network Externalities and Multi-product

面对具有网络外部性特征的多产品,垄断厂商如何制定合理的多期销售定价策略以获得利润的最大化是定价策略研究中急需研究的问题。本文通过建立两阶段完全信息动态博弈模型,研究了垄断厂商两期销售具有网络外部性特征多产品的定价策略问题。研究结果显示:网络外部性越强的产品,厂商越需要降低首期销售产品的价格,提高第二期产品的价格。两类产品分期销售整体利润最大化情形下的最优价格均低于垄断厂商单独追求每一类产品销售利润最大化情形下的价格。

When multi-product and the network externalities exist,how to set a reasonable price to gain maximum profit for a monopolist is a major issue for urgent solution.Through setting a two stage-game dynamic model with perfect information,the paper researches the pricing strategies for a monopolist with network externalities and multi-product in two-period sales.The results show that the stronger the network externalities,the lower the first-period price is and the higher the second-period price is.The optimal price getting from two-period sales integrally is lower than the price getting from two-period sales separately.