考虑网络外部性的电力增值服务销售策略模型

Sale Strategy Model of Electricity Value-Added Services Considering Network Externalities

增值服务现已成为移动通信、电信、邮政等行业的主要收入来源。能源互联网、智能电网以及新兴IT技术的迅猛发展,一方面为售电增值服务提供了可靠的技术支持,另一方面,其带来的网络外部性也成为售电商在制定销售策略时不能忽视的一个重要因素。因此,在当前的时代背景下,售电商应该充分虑及网络外部性对销售策略的影响,积极拓展自身的经营范围,重视增值服务市场的开发。在Hotelling模型基础上,建立了考虑用户网络外部性和用户偏好的电力产品和增值服务的销售策略模型。基于组合套餐销售与自选套餐销售构成了4种销售策略局势,分析了双寡头售电商的需求函数和收益函数。通过模型求解得到了电力产品和增值服务的最优定价,对两售电商的市场占有率进行了敏感度分析,并依据最优收益函数矩阵给出了两售电商在不同参数空间下的销售策略选择。

Value-added services now become a main revenue source for industries such as mobile communications, telecommunications and postal services. Rapid development of energy internet, smart grid and emerging IT technologies provides credible technical support for value-added services of electricity sales, but its network externalities cannot be neglected in formulating marketing strategies. Therefore, under current historical background, sell-side distributors should fully consider impact of network externalities on sale strategies, actively expand their business scope and emphasize development of value-added service markets. Based on Hotelling model, this paper establishes a sale strategy model of power products and value-added services considering consumers＇ network effect and preferences. By analyzing four different equilibria of two duopoly suppliers with bundled pricing strategy and optional pricing strategy, demand function and profit function are derived. Through solution of the model, optimal pricing of electricity products and value-added services is obtained, market share of the two electricity suppliers is analyzed, and their sale strategies are given in different parameter spaces according to optimal return function matrix.