盗版威胁下信息产品在线销售模式选择研究

Information Goods Online Pricing Model Selection Strategies in the Presence of Piracy

针对由信息产品制造商和在线平台组成的在线渠道供应链,将信息产品分为传统版本和数字版本,考虑数字盗版的威胁,构建了三种在线渠道合作模式:单一传统版本模式(S模式)、双版本分销模式(W模式)和双版本代销模式(A模式),对比分析了不同模式下在线渠道参与者的利润,力图为在线渠道参与者的决策提供参考。研究发现,若正版与盗版差异较小,或盗版监管力度不足,制造商和在线平台都倾向于采取单一传统版本模式;否则,采取双版本模式更优,当佣金比例适中时,制造商和在线平台在代销模式下可达到双赢。

For online supply chain system consisted of information goods manufacturer and online platform, considering two types of information goods(traditional version and digital version) and the threat of piracy, three online channel cooperation models are developed: single traditional version model(S), two-version wholesale model(W) and two-version agency model(A). In order to provide references for online channel participants in decision-making, the profits under different models are compared and analyzed. The research shows that: When the difference between legal version and piracy version is small, or the intensity of piracy supervision is small, information goods manufacturer and online platform prefer single traditional version model;otherwise, they prefer to two-version model, if the platform commission rate is moderate, the manufacturer and online platform can achieve a win-win outcome under the two-version agency model.