基于参与价值积累的在线健康服务动态定价与质量投入策略

Dynamic pricing and quality strategy with participation value accumulation for online health service

在线健康服务的用户参与数据具备价值再创潜力,如何通过调整服务价格与质量投入水平来吸引用户参与并充分发挥其参与价值是在线健康服务提供商最为关心的问题.使用最优控制模型刻画用户参与演变规律,捕捉并量化用户参与产生的价值空间,为在线健康服务设计动态定价与服务质量投入机制,并探讨用户参与价值积累效应、服务质量水平和服务内容价值度对提供商最优决策的影响.研究表明:1)在线健康服务商倾向于采用渗透定价策略,并以单调不增的趋势配置免费服务质量水平.2)用户参与价值对不同质量水平的在线健康服务影响是存在差异的.当服务周期较长时,中质量在线健康服务能够产生更多的参与价值积累效应;而对于低质量在线健康服务而言,大量用户参与反而会带来更多的成本负担.3)提供商需要根据服务质量水平谨慎选择服务内容价值度.对于高、中质量在线健康服务,选择高价值度的服务内容有利于利润提高;相反,对于低质量在线健康服务,尽管高价值度服务内容短期内能带来更高效益,但低价值度服务内容更具备长期发展的盈利潜力.这些结论为在线健康服务提供商的动态定价与质量投入决策提供重要参考.

For online health services,user participation data has the potential to recreate value.Dynamic adjustment of service price and quality to attract users leverage the value of user participation is one of the most concerned problems for online health service providers.To characterize the evolution of user participation,an optimal control model is established.It could capture and quantify the value generated by user participation.Then,a dynamic pricing and service quality allocation mechanism is proposed for online health services.In particular,the effects of user participation value accumulation,service quality level and service content value degree on the optimal decision of service providers are investigated.The research shows that:1)Online health services tend to adopt a penetration pricing strategy and allocate free service quality levels in a monotonic non-increasing trend.2)The impact of user participation value on online health services with different quality levels is variable.Medium-quality online health services can generate more cumulative effects of participation value over a longer service cycle.For low-quality online health services,a large number of user participation will bring more cost burden.3)Service providers need to discreetly select the value degree of service content based on service quality.For high and medium-quality online health services,high-value content is beneficial to increase profits.Conversely,for low-quality online health services,high-value service content can bring higher benefits in the short term,while low-value service content has more profit potential from a long-term development perspective.