网络外部性、内生成本差异与企业定价策略

Network Externality,Endogenous Production Costs and Firms' Pricing Strategy Choice

在产品成本内生条件下,通过建立扩展的Hotelling模型,分析网络外部性对企业定价策略的影响,结果显示:当网络外部性强度较低时,企业将选择歧视定价策略,当网络外部性强度较高时,企业将选择单一定价策略;在两种定价策略下,Nash谈判能力强的企业将获得更高的市场份额和利润;社会福利大小由网络外部性强度和企业Nash谈判能力共同决定,与产品定价策略无关,当网络外部性强度较高时,社会福利与企业间Nash谈判能力的差异正相关,反之则负相关。

The effect of network externality on pricing strategy is analyzed by establishing an extended Hotelling model under the condition of endogenous production costs. The results show that firms will choose discriminatory pricing strategy when the network externality is low and uniform pricing strategy when the network externality is high. Firms with stronger Nash bargaining ability will achieve greater market share and profits under both pricing strategies. Social welfare is determined by the network externality parameter and firm＇s Nash bargaining ability, independent of pricing strategy. When network externality is high （low）, there is a positive （negative） correlation between social welfare and the difference of firm＇s Nash bargaining ability.