运筹与管理2018，Vol.27Issue(4)：15-21,7.DOI:10.12005/orms.2018.0079
基于Hotelling模型的双寡头免费增值策略竞争分析
Competitive Analysis of Freemium Strategy of Duopoly Software Firms Based on Hotelling Model
摘要
Abstract
The experiential characteristic and networh effect of software mahe firms often provide consumers free basic products to build large installed base,and mahe profits from premium products or services.Existing freemi-um related research is more confined to the monopoly situation,and seldom analyzes the competitive interaction between firms.Considering the networh effect of software and consumers' heterogeneous preferences for prod-ucts,we build a Hotelling model to examine the equilibrium freemium strategies of duopoly firms, and possible influencing factors.The results show that: if the networh effect of the software is relatively strong, both firms adopt freemium strategy;if weah,neither firms adopts;otherwise, there exist two possible equilibria,"neither adopts"or"both adopt",but in fact both firms can gain more profit in the former equilibrium.Furthermore,as consumers become more sensitive to the horizontal differentiation between firms, or consumers' requirement of the quality of the free version increases,firms have less incentive to adopt freemium strategy, and the region of"neither adopts"expands,while the region of"both adopt"shrinhs.关键词
免费增值/Hotelling模型/网络效应/功能限制型免费试用Key words
freemium/hotelling model/networh effect/feature-limited free trial分类
管理科学引用本文复制引用
王海平,刘树林,林军..基于Hotelling模型的双寡头免费增值策略竞争分析[J].运筹与管理,2018,27(4):15-21,7.基金项目
国家自然科学基金资助项目(71371149,71672140) （71371149,71672140）
国家社会科学基金一般项目(17BGL032) （17BGL032）
