考虑网络外部性和先行消费者效应的生产商最优定价模型

Optimal pricing model of producers by considering network externality and first customer movers’ effect

考虑到消费者间相互影响的网络外部性结构对于市场定价机制的影响，提出一个具有先行消费者的生产商最优定价模型，并与没有先行消费者的情形进行对比．本文从引入网络外部性的消费者效用函数的设计入手，在完全竞争和完全垄断市场结构下，详尽阐述了没有先行消费者和具有先行消费者情形下的模型构建过程，并应用多阶段博弈的模型求解方法确定最优价格水平、最优消费量和生产商的最优收入水平．进一步，将模型的理论结果应用于星形网络和层次网络的两种基础结构及其衍生结构中，通过具体的数值分析发现了生产商应用先行消费者策略提高收入的有效性范围，并给出了生产商在不同市场特征下提高收入水平的管理建议．本文提出的模型和方法为在更加多样的网络结构下应用模型奠定了理论基础，并对指导生产商提高营业收入的营销策略具有实践意义．

Considering the network externality influence on the market pricing mechanism, this paper proposes an optimal pricing model with first consumer movers and further compares it with the case without the first movers. Starting from the design of the consumer utility function which features the network externality, this paper elaborates the construction process of the models with and without first movers under the perfect competition and complete monopoly market structure, and then solves the model via the multi-stage game in order to determine the optimal price level, the optimal consumption level and the optimal income level of the producers. Besides, the theoretical results of the model are applied to the two basic structures of the star network and the hierarchical network and their derivatives. Through the numerical analysis, this paper uncovers the scope and effectiveness of the proposed model in terms of uplifting the producers＇ incomes and provides the managerial insights on improving the producers＇ welfare within different types of markets. In all, the proposed model and method will lay a theoretical foundation for the adoption in a large range of diversified network structures as well as own a practical significance to guide the producers＇ marketing strategies to increase revenues.