考虑网络外部性的竞争性音乐产品定价策略研究

Research on the Pricing Strategy of Competitive Music Products Considering the Network Externality

从消费者效用角度研究了一个网络音乐厂商与一个传统音乐厂商构成的双寡头垄断市场中的产品定价策略,构建Hotelling博弈模型,探讨了网络外部性对音乐厂商最优定价、利润变化趋势和市场盗版水平的影响。研究发现:有网络外部性时,不论网络音乐厂商还是传统音乐厂商,产品价格都上升;网络音乐厂商的利润必然上升,而传统音乐厂商的利润可能下降。网络外部性的存在增大了整个音乐市场的需求,盗版的需求也随之增大,但市场竞争加剧导致盗版市场份额可能下降。

From the perspective of consumer utility,this paper constructs a Hotelling model which is based on the network externality to discuss a product pricing strategy in a double oligopoly market consisting an online music producer and a traditional music producer. Result finds that the price of these two producers will rise in the presence of network externality. The profit of the online music producer will increase,and the profit of the traditional music producer may decrease. In addition,the existence of network externality increases the demand of the whole music market and the demand of piracy. However,the market competition intensifies and the market share of piracy demands falls.