喆学（146）：精读博士论文《研究现状与评述（1）

摘要：This issue of the tweet will introduce the research status and comments of the intensive reading doctoral dissertation "Research o

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“喆学（146）：精读博士论文

《基于消费者学习的免费增值信息产品

定价优化与运营研究》

研究现状与评述（1）”

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"Zhexue (146): Intensive reading of doctoral dissertation

"Pricing optimization and operation research of free value-added information products based on consumer learning"

Research status and review (1)"

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读博士论文《基于消费者学习的免费增值信息产品定价优化与运营研究》的研究现状与评述。

This issue of the tweet will introduce the research status and comments of the intensive reading doctoral dissertation "Research on Pricing Optimization and Operation of Free Value-added Information Products Based on Consumer Learning" from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)信息产品特性(Information Product Features)

Hayek在1945年首次提出信息产品概念，后续学者从不同角度对其进行研究，但定义未统一。信息产品被认为可以数字化，通过组织或重组信息资源形成，具有虚拟和在线特性。数字化形态依赖数字技术，促进商业模式、平台、产品和营销创新，具有特殊成本结构和网络外部性。

Hayek first proposed the concept of information products in 1945. Subsequent scholars have studied it from different perspectives, but the definition has not been unified. Information products are considered to be digital and formed by organizing or reorganizing information resources, with virtual and online characteristics. The digital form relies on digital technology, promotes business model, platform, product and marketing innovation, and has a special cost structure and network externalities.

探讨了信息产品的成本结构及其对企业决策的影响。信息产品通常具有高初始固定成本和低边际生产成本，研发成本常被视为沉没成本，对企业决策影响不大。尽管信息产品的边际生产成本通常被忽略，但复制和传播可能产生额外成本，导致盗版问题。使用成本是信息产品管理中的重要考虑因素，包括搜寻成本和学习成本，影响消费者的购买意愿和产品选择。免费版和付费版信息产品在使用成本上存在差异，影响消费者的支付意愿。

This paper discusses the cost structure of information products and their impact on corporate decision-making. Information products usually have high initial fixed costs and low marginal production costs. R&D costs are often regarded as sunk costs and have little impact on corporate decision-making. Although the marginal production costs of information products are usually ignored, copying and dissemination may incur additional costs, leading to piracy problems. Usage costs are important considerations in information product management, including search costs and learning costs, which affect consumers' willingness to buy and product selection. There are differences in usage costs between free and paid versions of information products, which affects consumers' willingness to pay.

网络外部性在信息产品行业中普遍存在，影响着用户对产品的价值感知和企业决策。网络外部性是指用户因使用同一产品或服务的用户总数变化而产生的效用变化，分为直接和间接两类。直接网络外部性取决于产品的用户数量，而间接网络外部性则取决于互补性产品的用户数量。研究表明，网络外部性可以促进企业向消费者提供免费信息产品，影响软件产品的定价和免费增值模式的应用。

Network externalities are prevalent in the information product industry, affecting users' perception of product value and corporate decision-making. Network externalities refer to the change in user utility caused by changes in the total number of users using the same product or service, and are divided into direct and indirect categories. Direct network externalities depend on the number of users of a product, while indirect network externalities depend on the number of users of complementary products. Studies have shown that network externalities can promote companies to provide free information products to consumers, affect the pricing of software products and the application of free value-added models.

在免费增值模式下，当网络外部性强度超过阈值时，企业利润会随着网络外部性强度的增加而增加。企业在面对网络外部性时，需要考虑市场进入策略和定价优化问题。对于网络游戏市场，网络外部性影响着游戏提供商的运营模式选择。企业在决策时需要考虑网络外部性对产品定价和市场策略的影响，以实现利润最大化。

In the free value-added model, when the intensity of network externalities exceeds the threshold, the company's profits will increase as the intensity of network externalities increases. When facing network externalities, companies need to consider market entry strategies and pricing optimization issues. For the online game market, network externalities affect the choice of operating models for game providers. When making decisions, companies need to consider the impact of network externalities on product pricing and market strategies to maximize profits.

此外，网络外部性还影响广告赞助平台之间的竞争。提供包含广告在内的基础服务平台在决定是否引入无广告的付费服务时，关键在于引入付费服务的固定成本。企业需要在高低端产品的网络外部效应不对称时，权衡免费增值模式的适用性。这些研究为企业在信息产品市场中制定战略提供了理论支持。

In addition, network externalities also affect competition between advertising-sponsored platforms. When a platform that provides basic services including advertising decides whether to introduce paid services without advertising, the key is the fixed cost of introducing paid services. Enterprises need to weigh the applicability of the free value-added model when the network externalities of high-end and low-end products are asymmetric. These studies provide theoretical support for enterprises to formulate strategies in the information product market.

信息产品具有高沉没成本和低边际生产成本，这种成本结构促进了信息产品的生产和销售。然而，使用成本可能影响消费者的购买决策，因此降低使用成本成为研究热点。此外，网络外部性在信息产品行业中普遍存在，影响企业采用免费增值模式的决策。在优化免费增值模式时，需要考虑网络外部性的影响。

Information products have high sunk costs and low marginal production costs. This cost structure promotes the production and sales of information products. However, the cost of use may affect consumers' purchasing decisions, so reducing the cost of use has become a research hotspot. In addition, network externalities are prevalent in the information product industry, affecting companies' decisions to adopt the free value-added model. When optimizing the free value-added model, the impact of network externalities needs to be considered.

(2)消费者学习(Consumer Learning)

消费者学习是指消费者通过加工信息来改变自身记忆与行为的过程，分为间接和直接学习。间接学习通过广告和口碑获取信息，直接学习通过亲身体验产品了解质量和价值。消费者学习对企业决策有重要影响，因此学者们研究了其影响及如何合理促进消费者学习。

Consumer learning refers to the process by which consumers change their memory and behavior by processing information. It can be divided into indirect and direct learning. Indirect learning involves obtaining information through advertising and word of mouth, while direct learning involves understanding the quality and value of products through personal experience. Consumer learning has an important impact on corporate decision-making, so scholars have studied its impact and how to reasonably promote consumer learning.

消费者在学习使用和新技术的过程中，不断获取知识、经验和技能，这有助于他们在未来做出更准确的决策。消费者学习分为间接学习和直接学习，间接学习通过广告和口碑获取信息，而直接学习则通过亲身体验产品来了解其质量和价值。消费者学习对企业决策具有根本性作用，能够增加消费者的知识，减少不确定性，从而影响他们对产品的态度和行为意图。

Consumers continuously acquire knowledge, experience and skills in the process of learning to use and new technologies, which helps them make more accurate decisions in the future. Consumer learning is divided into indirect learning and direct learning. Indirect learning obtains information through advertising and word of mouth, while direct learning understands the quality and value of products through personal experience. Consumer learning plays a fundamental role in corporate decision-making, which can increase consumers' knowledge and reduce uncertainty, thereby affecting their attitudes and behavioral intentions towards products.

企业通过分阶段发布产品，可以有效利用消费者学习。研究表明，企业在两阶段市场中通过外生学习和企业诱导学习，可以影响产品发布和定价策略。消费者学习还能降低对产品质量的不确定性，促进消费者从免费版中获取信息，增加对产品的支付意愿。此外，消费者学习在免费试用模式中也发挥重要作用，能够提高消费者使用产品的初始效用，促进重复购买和品牌忠诚度。

Enterprises can effectively utilize consumer learning by releasing products in stages. Studies have shown that enterprises can influence product release and pricing strategies through exogenous learning and enterprise-induced learning in two-stage markets. Consumer learning can also reduce uncertainty about product quality, promote consumers to obtain information from free versions, and increase their willingness to pay for products. In addition, consumer learning also plays an important role in the free trial model, which can improve consumers' initial utility of using products, promote repeat purchases and brand loyalty.

企业在设计免费试用模式时，需要考虑消费者学习的影响，以优化产品设计和试用期间。通过实证研究，发现消费者学习行为能够增加企业的利润，因此在优化免费增值模式时，考虑网络外部性是必要的。这些研究为企业在信息产品市场中制定战略提供了理论支持。

When designing a free trial model, enterprises need to consider the impact of consumer learning to optimize product design and trial period. Through empirical research, it is found that consumer learning behavior can increase corporate profits, so it is necessary to consider network externalities when optimizing the free value-added model. These studies provide theoretical support for enterprises to formulate strategies in the information product market.

文章探讨了企业如何通过促进消费者学习来实现特定目标，如提高消费者满意度、忠诚度、正面口碑、使用意向及情感等。企业可以通过提供丰富的信息、互动和吸引方式来促进消费者学习。广告和口碑营销是企业向消费者披露信息和建立互动的重要方式，有助于促进消费者学习。

This article explores how companies can achieve specific goals by promoting consumer learning, such as improving consumer satisfaction, loyalty, positive word of mouth, intention to use, and emotions. Companies can promote consumer learning by providing rich information, interaction, and attraction. Advertising and word-of-mouth marketing are important ways for companies to disclose information to consumers and establish interactions, which helps promote consumer learning.

随着社交媒体的发展，口碑营销成为常见方式。企业通过延长消费者体验产品的时间来促进学习，例如，Jaber和Sikstrom发现用户使用产品时间越长，学习效果越好。企业还可以通过控制消费者可获取的信息来引导学习，例如，通过增加或减少初始销售额来增强或抑制质量信息流，进而控制消费者对产品质量的口碑效应。

With the development of social media, word-of-mouth marketing has become a common method. Companies promote learning by extending the time consumers experience products. For example, Jaber and Sikstrom found that the longer users use the product, the better the learning effect. Companies can also guide learning by controlling the information available to consumers, for example, by increasing or decreasing initial sales to enhance or inhibit the flow of quality information, thereby controlling consumers' word-of-mouth effect on product quality.

信息产品是典型的体验型商品，消费者在使用前不确定是否符合自身需求。企业可以通过延长试用期来优化免费试用模式，促进消费者学习。研究表明，消费者学习行为能够增加企业的利润，因此在优化免费增值模式时，考虑网络外部性是必要的。这些研究为企业在信息产品市场中制定战略提供了理论支持。

Information products are typical experience-based products, and consumers are not sure whether they meet their needs before using them. Companies can optimize the free trial model and promote consumer learning by extending the trial period. Studies have shown that consumer learning behavior can increase corporate profits, so it is necessary to consider network externalities when optimizing the free value-added model. These studies provide theoretical support for companies to formulate strategies in the information product market.

消费者学习在企业决策中起重要作用，影响消费者行为并为企业带来益处。企业通过两阶段模式发布产品，利用消费者学习促进市场推广。研究显示，延长消费者体验产品的时间是促进学习的有效手段。信息产品作为典型的体验型商品，其消费是知识和学习型消费，因此在定价优化和运营研究中应考虑消费者学习的影响。

Consumer learning plays an important role in corporate decision-making, influencing consumer behavior and bringing benefits to enterprises. Enterprises release products through a two-stage model and use consumer learning to promote market promotion. Research shows that extending the time consumers experience products is an effective means to promote learning. Information products are typical experience-based commodities, and their consumption is knowledge and learning-based consumption. Therefore, the impact of consumer learning should be considered in pricing optimization and operation research.

三、知识补充（Knowledge supplement）

歧视定价，也称为差别定价或价格歧视，是一种企业根据消费者的不同特征或购买情境，对同一商品或服务收取不同价格的定价策略。这种策略通常用于最大化企业的利润，通过识别并利用消费者之间的支付意愿差异来实现。

Discriminatory pricing, also known as differential pricing or price discrimination, is a pricing strategy in which a company charges different prices for the same good or service based on different characteristics of consumers or purchasing situations. This strategy is often used to maximize the company's profits by identifying and exploiting differences in willingness to pay between consumers.

歧视定价有几种不同的形式：

There are several different forms of discriminatory pricing:

1.一级价格歧视：企业对每个消费者都收取其愿意支付的最高价格。这种形式在实际操作中很难实现，因为它需要企业完全了解每个消费者的支付意愿。

1. First-degree price discrimination: The company charges each consumer the highest price that the consumer is willing to pay. This form is difficult to implement in practice because it requires the company to fully understand the willingness to pay of each consumer.

2.二级价格歧视：企业根据购买数量的不同收取不同的价格。例如，批发价和零售价的差异，或者购买数量越多，单价越低。

2. Second-degree price discrimination: The company charges different prices based on the purchase quantity. For example, the difference between wholesale price and retail price, or the higher the purchase quantity, the lower the unit price.

3.三级价格歧视：企业根据不同的市场或消费者群体收取不同的价格。例如，学生票、老年人票或特定地区的折扣价。

3. Third-degree price discrimination: The company charges different prices based on different markets or consumer groups. For example, student tickets, senior citizen tickets, or discounted prices in specific areas.

歧视定价的实施通常需要企业能够区分不同的消费者群体，并且这些群体之间的需求是不同的。此外，企业还需要防止不同群体之间的转售行为，以避免价格歧视策略的失效。

The implementation of discriminatory pricing usually requires that the company can distinguish between different consumer groups, and the needs between these groups are different. In addition, the company also needs to prevent resale between different groups to avoid the failure of price discrimination strategies.

在某些国家和地区，价格歧视可能受到反垄断法或消费者保护法的限制，因为它可能被视为不公平的商业行为。然而，在其他情况下，价格歧视可以被视为一种有效的市场策略，有助于提高资源配置的效率。

In some countries and regions, price discrimination may be restricted by antitrust laws or consumer protection laws because it may be regarded as an unfair business practice. However, in other cases, price discrimination can be viewed as an effective market strategy that helps to improve the efficiency of resource allocation.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：陈小艳. 基于消费者学习的免费增值信息产品定价优化与运营研究[D]. 西南交通大学, 2021.