知识产权保护下数字产品定价策略研究——考虑利益共享与网络外部性的分析

Research on the Influence of Digital Product Copyright Usage Mode on Pricing Strategy——Considering analysis of benefit sharing and network externalities

随着我国数字经济的快速发展,数字产品定价在数字经济中的重要性越来越凸显。本文从生产数字产品的企业角度出发,结合数字产品的特性和知识产权保护策略,构建考虑网络外部性的博弈模型,探索初创型数字产品公司以固定费用购买版权使用权(固定支付模式)和以一定比例利润购买版权使用权(利益共享模式)两种模式下数字产品的最优定价策略。通过仿真分析发现:在利益共享模式下版权所有公司的产品定价低于固定支付模式下的产品定价,而利益共享模式下初创公司产品定价高于固定支付模式下的产品定价。因此,初创数字产品公司以利益共享模式购买版权的行为实现了和版权所有公司之间的收益双赢,并在一定程度上保护了版权所有公司的版权权益。

With the rapid development of China’s digital economy, the importance of digital product pricing in the digital economy has become increasingly prominent. From the perspective of companies that produce digital products, this article combines the characteristics of digital products and intellectual property protection strategies to construct a game model that considers network externalities. In this way, it explores the optimal pricing strategy of digital products for start-up digital product companies to purchase copyright use rights at a fixed fee(fixed payment model) and purchase copyright use rights with a certain percentage of profits(profit sharing model). Through simulation analysis, it is found that the product pricing of copyright companies under the benefit-sharing model is lower than the product pricing under the fixed payment model,while the product pricing of the start-up company under the benefit-sharing model is higher than the product pricing under the fixed payment model. Therefore, the behavior of start-up digital product companies to purchase copyrights in a profit-sharing model has achieved a win-win situation with copyright companies and protected the copyright rights of copyright companies to a certain extent.