喆学（148）：精读博士论文研究现状与评述（2）

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（148）：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（2）”

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"Zhexue (148): Intensive reading of doctoral dissertation

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

Research status and review (2)"

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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)免费商业模式(Free Business Model)

文章讨论了免费现象在市场中的作用和影响。早期研究集中在免费实物赠样对产品销量的影响，发现其能通过加速效应、蚕食效应和吸引效应提升销量。后续研究将免费现象分为竞争市场、新产品、网络效应和社会共享四种模式，认为免费能锁定更多追随者并快速获得消费者黏性。免费商业模式在数字经济中成为研究热点，涉及信息产品与生俱有的属性。研究还探讨了免费商业模式的分类及其对企业创新和市场推广的影响。

The article discusses the role and impact of the free phenomenon in the market. Early studies focused on the impact of free physical samples on product sales, and found that it can increase sales through acceleration effect, cannibalization effect and attraction effect. Subsequent studies divided the free phenomenon into four models: competitive market, new product, network effect and social sharing, and believed that free can lock in more followers and quickly gain consumer stickiness. The free business model has become a research hotspot in the digital economy, involving the inherent attributes of information products. The study also explored the classification of free business models and their impact on corporate innovation and marketing.

研究表明，网络外部性增强时，企业提供功能受限的免费版本能更好地细分市场。免费版本可能吸引部分付费用户，但通过消费者分享行为和学习效应，可以增加用户数量和公司利润。

Research shows that when network externalities increase, companies can better segment the market by offering free versions with limited functions. The free version may attract some paying users, but through consumer sharing behavior and learning effects, the number of users and company profits can be increased.

文章探讨了免费增值模式的优化问题，主要集中在价格和质量两个方面。研究者们通过调整付费版价格、免费试用版质量、在线内容和免费样品设计等策略来优化市场表现。具体研究包括软件产品的定价优化、在线新闻市场的反周期定价、数字产品和服务的免费样品设计、游戏内购的定价优化等。这些研究旨在通过不同策略提升企业利润和市场竞争力。

The article explores the optimization of the freemium model, focusing on price and quality. Researchers optimize market performance by adjusting paid version prices, free trial version quality, online content, and free sample design. Specific studies include pricing optimization of software products, counter-cyclical pricing in the online news market, free sample design of digital products and services, and pricing optimization of in-game purchases. These studies aim to improve corporate profits and market competitiveness through different strategies.

文章总结了免费商业模式在数字经济时代的重要性，强调其不仅是营销手段，更是广泛应用的商业模式。免费模式包括免费增值、免费试用和市场试点三类，能为企业获取大量用户。现有研究主要关注网络外部性和蚕食效应对企业决策的影响，较少关注消费者行为，尤其是学习行为。此外，优化问题主要集中在价格和质量方面，对营销效果和产品发布时机的探讨较少。

The article summarizes the importance of the free business model in the digital economy era, emphasizing that it is not only a marketing tool, but also a widely used business model. Free models include free value-added, free trial and market pilot, which can help companies acquire a large number of users. Existing research mainly focuses on the impact of network externalities and cannibalization effects on corporate decision-making, and pays less attention to consumer behavior, especially learning behavior. In addition, optimization problems mainly focus on price and quality, and there is less discussion on marketing effectiveness and product launch timing.

(2)信息产品版本化策略(Information product versioning strategy)

文章讨论了企业采用版本化策略的条件和影响。研究指出，企业通过版本化策略可以获得更多利益，但需关注采用条件和版本数量优化。Varian等研究了版本化策略的可行性，Bhargava和Choudhary研究了成本结构的影响，Chappell等发现消费者偏好不一致时版本化策略更有效。其他研究关注版本数量优化，如Ghose和Sundarajan通过实证研究确定软件产品的最优版本数目。

The article discusses the conditions and impacts of enterprise versioning strategies. The study points out that enterprises can gain more benefits through versioning strategies, but they need to pay attention to the conditions for adoption and the optimization of the number of versions. Varian et al. studied the feasibility of versioning strategies, Bhargava and Choudhary studied the impact of cost structure, and Chappell et al. found that versioning strategies are more effective when consumer preferences are inconsistent. Other studies focus on the optimization of the number of versions, such as Ghose and Sundarajan who determined the optimal number of versions of software products through empirical research.

企业分阶段发布产品不同版本分为三类：跨渠道发布、产品更新换代和免费试用模式。跨渠道研究关注产品发布时间差对渠道关系的影响；更新换代研究探讨网络外部效应对产品功能设计的影响；免费试用研究分析试用时间对消费者决策的影响。这些研究为企业在不同阶段优化产品发布策略提供了理论支持。

The phased release of different versions of products by enterprises can be divided into three categories: cross-channel release, product upgrade and free trial mode. Cross-channel research focuses on the impact of product release time difference on channel relationships; upgrade research explores the impact of network externalities on product function design; free trial research analyzes the impact of trial time on consumer decision-making. These studies provide theoretical support for enterprises to optimize product release strategies at different stages.

研究表明，免费版软件能吸引潜在消费者，增加用户规模，从而提升付费产品的利润。企业在网络外部性较强的应用中采用免费增值模式更有利。对移动应用的盈利模式研究显示，广告和销售是主要盈利来源。此外，研究还分析了免费增值模式下不同版本发布对企业决策的影响。

Research shows that free software can attract potential consumers, increase the user base, and thus improve the profits of paid products. It is more advantageous for companies to adopt a freemium model in applications with strong network externalities. Research on the profit model of mobile applications shows that advertising and sales are the main sources of profit. In addition, the study also analyzed the impact of different versions released under the freemium model on corporate decision-making.

企业可以通过同时发布不同版本或分阶段发布版本来实现特定目标。免费版作为版本化策略的一部分，是企业应用免费增值模式时的重要考虑因素。现有文献对企业同时发布免费版和付费版的情况进行了广泛研究，但对分阶段发布版本的研究较少。研究免费增值模式下的两阶段优化问题具有理论和实践意义。

Enterprises can achieve specific goals by releasing different versions simultaneously or in stages. As part of the versioning strategy, the free version is an important consideration for enterprises to apply the freemium model. Existing literature has extensively studied the situation where enterprises release free and paid versions simultaneously, but there is less research on the staged release. Studying the two-stage optimization problem under the freemium model has theoretical and practical significance.

(3)研究评述(Research Review)

首先，文章探讨了免费增值模式下信息产品定价和运营决策中消费者学习对使用成本的影响。现有研究多关注高沉没成本和低边际生产成本，但对使用成本的研究较少。商业实践中，企业通过发布功能有限的免费版吸引用户，同时为潜在用户提供了解和学习产品的机会，通过发布功能完整的付费版将免费用户转化为付费用户。本文研究免费增值模式下，付费版使用成本高于免费版时的产品定价优化和运营问题。

First, the article explores the impact of consumer learning on usage costs in information product pricing and operational decisions under the freemium model. Existing research focuses on high sunk costs and low marginal production costs, but there is less research on usage costs. In business practice, companies attract users by releasing free versions with limited functions, while providing potential users with opportunities to understand and learn about the product, and convert free users into paying users by releasing paid versions with complete functions. This article studies the product pricing optimization and operation issues under the freemium model when the usage cost of the paid version is higher than that of the free version.

接着讨论了在免费增值模式下，消费者学习对企业决策的影响。现有研究多关注网络外部性，较少考虑消费者学习。消费者通过免费版学习产品信息，有助于企业销售后续付费版。现有文献通常采用单阶段模型，本文将消费者学习纳入模型，采用两阶段模型优化信息产品的定价、努力效果和发布时间。

Then, the impact of consumer learning on corporate decision-making in the freemium model is discussed. Existing studies focus more on network externalities and less on consumer learning. Consumers learn product information through the free version, which helps companies sell subsequent paid versions. Existing literature usually adopts a single-stage model. This paper incorporates consumer learning into the model and adopts a two-stage model to optimize the pricing, effort effect and release time of information products.

最后探讨了企业如何通过促进消费者学习来实现特定经营目标。企业可以通过提供丰富信息、互动和吸引力展示等方式促进消费者学习。广告和口碑也是促进学习的手段，但需权衡投入与收益。消费者通过直接体验产品来判断其属性，延长体验时间有助于学习。在免费增值模式下，企业可通过延迟发布付费版提供更多体验时间，但需权衡延迟带来的收益和损失，以优化定价和运营决策。

Finally, this paper discusses how companies can achieve specific business goals by promoting consumer learning. Companies can promote consumer learning by providing rich information, interaction, and attractive displays. Advertising and word of mouth are also means to promote learning, but the input and benefits need to be weighed. Consumers judge the attributes of products by directly experiencing them, and extending the experience time helps learning. In the free value-added model, companies can provide more experience time by delaying the release of paid versions, but they need to weigh the benefits and losses caused by the delay to optimize pricing and operational decisions.

三、知识补充（Knowledge supplement）

蚕食效应（Cannibalization）是一个经济学和市场营销术语，指的是同一公司或品牌的不同产品或服务之间相互竞争，导致整体销售或利润下降的现象。这种现象通常发生在以下几种情况下：

Cannibalization is an economic and marketing term that refers to the phenomenon that different products or services of the same company or brand compete with each other, resulting in a decline in overall sales or profits. This phenomenon usually occurs in the following situations:

1.产品线扩展：当公司推出新的产品线或产品版本时，新产品可能会吸引原本购买旧产品的客户，从而影响旧产品的销售。

1. Product line extension: When a company launches a new product line or product version, the new product may attract customers who originally purchased the old product, thereby affecting the sales of the old product.

2.价格竞争：在同一产品线中，如果公司提供不同价格层次的产品，较低价格的产品可能会吸引价格敏感的消费者，从而影响较高价格产品的销售。

2. Price competition: In the same product line, if a company offers products at different price levels, the lower-priced products may attract price-sensitive consumers, thereby affecting the sales of higher-priced products.

3.技术更新：在技术快速更新换代的行业中，新产品的推出可能会迅速取代旧产品，导致旧产品的销售迅速下降。

3. Technology update: In industries with rapid technological updates, the introduction of new products may quickly replace old products, resulting in a rapid decline in the sales of old products.

4.市场细分：公司可能会针对不同的市场细分推出不同的产品，这些产品可能会在某些方面重叠，导致相互竞争。

4. Market segmentation: Companies may launch different products for different market segments, and these products may overlap in some aspects, leading to mutual competition.

蚕食效应的影响可以是正面的，也可以是负面的。正面影响包括：新产品可以帮助公司覆盖更广泛的市场，吸引不同类型的消费者。鼓励公司不断创新，以保持市场竞争力。负面影响包括：旧产品销量的下降可能会影响公司的整体利润。公司可能需要投入额外的资源来推广新产品，而这些资源本可以用于其他方面。

The impact of cannibalization can be positive or negative. Positive effects include: New products can help companies cover a wider market and attract different types of consumers. Companies are encouraged to continue to innovate to remain competitive in the market. Negative effects include: Decreased sales of old products may affect the company's overall profits. Companies may need to invest additional resources to promote new products, which could have been used in other areas.

为了管理蚕食效应，公司可以采取以下策略：

To manage the cannibalization effect, companies can adopt the following strategies:

1.差异化：确保新产品与旧产品有明显的差异化，以吸引不同的消费者群体。

1. Differentiation: Ensure that new products are clearly differentiated from old products to attract different consumer groups.

2.市场定位：明确不同产品的目标市场，避免在同一市场内进行直接竞争。

2. Market positioning: Clarify the target markets for different products and avoid direct competition in the same market.

3.价格策略：通过灵活的定价策略来平衡不同产品的销售，避免内部竞争。

3. Pricing strategy: Balance the sales of different products through flexible pricing strategies to avoid internal competition.

4.生命周期管理：合理规划产品的生命周期，适时推出新产品以替代旧产品。

4. Life cycle management: Rationally plan the life cycle of products and launch new products in a timely manner to replace old products.

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