基于平台操作系统性能的智能硬件产品定价决策

Smart device product pricing based on operating system performance

智能硬件产品是一种具有典型双层平台系统的产品,其产品性能同时取决于硬件载体质量和操作系统的性能.智能硬件制造商往往会分阶段地向市场陆续推出质量不同的系列版本产品,且低版本产品的综合性能低于高版本产品的综合性能.基于此背景,建立智能硬件产品的定价决策模型,研究垄断型平台企业的两版本智能硬件产品的定价决策问题,并分析了操作系统性能与平台网络外部性对两版本产品的定价决策、平台企业市场份额及利润的影响.研究发现:智能硬件平台企业的总市场份额与利润均随着操作系统性能的提升而增加,网络外部性对智能硬件的最优定价与市场份额也有着显著的影响,并且根据模型计算结果,得出智能硬件市场中的网络外部性强度在五个不同区域内操作系统性能如何影响产品最优定价.

Smart devices are a typical two-layer platform system,whose performance depends on both hardware quality and operating system performance.Manufactures usually release smart device products to the market sequentially due to quality improvement,and the performance of a lower version product is lower than that of a high version one.Here the pricing problem of smart device products was modeled under two scenarios：one-side market and two-side market.To explore the optimal product prices of two versions of products on a monopoly platform,the impacts of operating system performance and network externalities on the optimal prices,market shares and profits was investigated.The results show that total market share and profit of two version products increase with the enhancement of operating system performance,and platform network externalities have significant impacts on the market shares and optimal prices of the two version products.According to the model calculation results,it is obtained that how the performance of the operating system specifically influences the optimal product pricing decision of smart devices while network externality intensities are in five different areas.