在线健康信息服务动态定价与推广策略

Dynamic pricing and promotion strategy of online health information service

在线健康信息服务逐渐成为健康管理的有效手段,正在受到各界人士的广泛关注.为了解决在线健康信息服务的动态定价和推广策略问题,以同时提供免费公共健康信息服务和收费定制化健康信息服务的在线健康信息服务提供商为研究对象,以其利润最大化为目标,基于微分动力学理论,分析免费公共健康信息服务和定制化健康信息服务两类消费者之间的动态转换特征,构建在线健康信息服务动态定价最优控制模型.结果表明:服务期较长的在线健康信息服务,对消费者实行收费服务前给予一定时长的“免费体验期”能够增加在线信息服务提供商的利润;而服务期较短的在线健康信息服务,没有必要设置“免费体验期”.在线健康信息服务提供商的潜在消费者数量增长率和在线健康信息服务时间长度对免费公共健康信息投放程度有显著的影响.在线健康信息服务上线初期,针对高收入消费群体适当延长“免费体验期”能够使服务提供商获得更大的利润.这些结论对健康信息服务提供商制订服务定价和推广策略具有参考价值.

Online health information service has increasingly become an effective means for health management.It is widely concerned by people from all walks of life.In order to solve the dynamic pricing and promotion strategy of online health information service,this paper considers an online health information service provider,which simultaneously provides customized health information service and free public health information service.Aiming at maximizing the profit of online health information service providers,based on the differential dynamics theory,this paper analyzes the dynamic conversion characteristics between consumers of free public health information and customized health information service,and constructs an optimal control model of dynamic pricing mechanism for health information service.The results show that for online health information service with long service periods,giving consumers a certain period of‘free-charge period’before charging service can increase the optimal profit of online information service providers.However,for online health service with short service periods,it is not necessary to set the‘free-charge period’.Also,both the growth rate of potential customers of online health information service providers and the length of service time have significant impacts on the degree of public health information delivery.At the initial stage of online health information service,the service providers can get more profits by appropriately extending the‘free-charge period’for high-income consumers.All these conclusions are valuable for health information service providers to make service pricing and promotion strategies.