免费商业模式下厂商盈利机制的激励相容研究——基于对网络游戏产业的分析

A Research into the Incentive Compatibility of the Firm Profit Mechanism in theCost Free Business Mode——Based on an Analysis of the Industry of Online Games

笔者在对免费商业模式下网络游戏厂商及消费者行为特征进行分析的基础上,对网络游戏厂商盈利机制以及消费选择机制进行了构建,在激励相容理论框架下,通过厂商利润模型以及理性消费选择模型的最优化求解,认为在免费运营模式下,网络游戏厂商利润空间及消费者个人收益皆优于计时收费模式,且在最优化机制安排下,厂商及消费者收益具有一致性,从而在理论上验证了免费商业模式下的厂商盈利优势。

On the basis of an analysis of online game manufacturers and the characteristics of consumer behavior in the cost free business model, the authors analyzed the profit mechanism of online game manufacturers and consumption selection mechanism. In the theory of incentive compatibility, through an optimal solution to manufacturer profit model and rational consumption selection model, the authors hold that under the cost free business model the profit of online game manufacturers and the gains of consumers are both more than those under the timekeeping charge model. Furthermore in the optimal mechanism, the earnings of manufacturers and consumers are consistent, which verified the manufacturer profit advantage under the cost free business model.