《基于消费者考虑成本的移动APP免费增值模式最优策略研究》引言

摘要：This issue of the tweet will introduce the introduction of the intensive reading journal article "Research on the Optimal Strategy

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“喆学（172）：精读期刊论文

《基于消费者考虑成本的移动APP免费增值模式最优策略研究》

引言”

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Dear, this is the LearingYard Academy!

Today, the editor brings the

"Zhexue (172): Intensive reading of journal articles

《Research on the Optimal Strategy of the Freemium Model

for Mobile Apps Based on Consumer Cost Considerations》

Introduction"

Welcome to visit!

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期刊论文《基于消费者考虑成本的移动APP免费增值模式最优策略研究》引言。

This issue of the tweet will introduce the introduction of the intensive reading journal article "Research on the Optimal Strategy of Free Value-added Model of Mobile APP Based on Consumer Consideration Cost" from three aspects: mind map, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)研究背景(Research Background)

“考虑成本”指消费者因对产品性价比及适用性不确定，而在搜索、询问、对比过程中付出的无形时间与精力；现实中，这些顾虑增加了消费者使用和消费产品的心理与行为负担，尤其在免费增值模式下更为显著。

“Consideration cost” refers to the invisible time and energy that consumers spend in the process of searching, asking, and comparing products due to uncertainty about the price-performance ratio and applicability of the products. In reality, these concerns increase the psychological and behavioral burden of consumers in using and consuming products, especially in the freemium model.

免费增值（Freemium）模式通过“先免后付”降低用户顾虑与进入门槛，在网易云音乐、QQ音乐、LinkedIn、Amazon等APP上效果显著；它借此扩大用户基础、培养使用习惯，再引导付费。然而，并非所有APP均沿用此策略：豆瓣FM Pro仅设付费版，Brushstroke更将普通版与高端版拆分定价，提示Freemium并非万能。

The freemium model, which reduces user concerns and barriers to entry by offering a "free first, pay later" service, has proven effective on apps like NetEase Cloud Music, QQ Music, LinkedIn, and Amazon. It expands the user base, fosters usage habits, and ultimately leads to payment. However, not all apps adopt this strategy: Douban FM Pro only offers a paid version, and Brushstroke even separates pricing for its standard and premium versions, suggesting that freemium isn't a panacea.

学界与业界因此关注其适用边界：为何部分开发商放弃Freemium？影响策略选择的关键条件有哪些？其中，消费者“考虑成本”——为确认性价比而投入的搜索、比对时间与精力——可能左右模式成败。厘清这些问题，对理论与商业实践皆具重要意义。

Academia and industry are therefore concerned about the limits of its applicability: Why are some developers abandoning freemium? What are the key factors influencing strategy selection? Among these factors, consumer "cost considerations"—the time and effort invested in searching and comparing products to determine value for money—can influence the success or failure of this model. Clarifying these issues is crucial for both theory and business practice.

网易云音乐以音质差异提升付费性价比，驱动免费用户转化，却忽视“考虑成本”对设计的影响。因此需厘清：考虑成本如何左右免费产品质量设定，进而决定Freemium模式的成败机理。

NetEase Cloud Music leverages sound quality to improve the price-performance ratio of paid services and drive conversions from free users, but it neglects the impact of cost considerations on design. Therefore, it's crucial to clarify how cost considerations influence the quality of free products and, in turn, determine the success or failure of the freemium model.

(2)研究内容(Research Content)

本文构建垄断APP的Freemium模型，内生化产品策略与定价，先分析消费者考虑成本对策略及适用性的影响，再扩展至免费与付费产品质量设定，给出适用条件，为开发商设计质量与定价提供理论依据。

This paper constructs a Freemium model for monopoly apps, internalizing product strategy and pricing. It first analyzes the impact of consumer cost considerations on strategy and applicability, then extends it to the quality setting of free and paid products, provides applicable conditions, and provides a theoretical basis for developers to design quality and pricing.

三、知识补充（Knowledge supplement）

下面对这两个质量设定的可操作指标进行详细说明，并解释其度量方式、应用场景以及为什么它们能够体现质量：

The following is a detailed description of the two operational indicators of quality settings, and explains their measurement methods, application scenarios, and why they can reflect quality:

(1)功能完整度（Function Completeness）

功能完整度衡量产品或服务在预期使用场景中提供的功能覆盖率，即用户可实际使用的功能占比，体现产品在满足核心需求与拓展功能上的完整性。

Function completeness measures the functional coverage provided by a product or service in the expected usage scenario, that is, the proportion of functions that users can actually use, reflecting the completeness of the product in meeting core needs and expanding functions.

常见的计量方法如下：

Common measurement methods are as follows:

1.以功能开关数量作为主要度量指标，即统计用户界面中可供启用或配置的功能开关总数。

1. Using the number of function switches as the main measurement indicator, that is, counting the total number of function switches that can be enabled or configured in the user interface.

2.功能开关数量越多，意味着用户能控制和使用的功能越丰富，功能完整度更高。此指标不只是“功能总数”，而是“用户可感知并可操作的功能数量”，因为隐藏或不可用的功能并不会提升体验。

2. The more function switches there are, the richer the functions that users can control and use, and the higher the functional completeness. This indicator is not just the "total number of functions", but the "number of functions that users can perceive and operate", because hidden or unavailable functions do not improve the experience.

应用场景如下：

Application scenarios are as follows:

1.版本比较：例如免费版和付费版的差异，通常付费版功能完整度更高。

1. Version comparison: For example, the difference between the free version and the paid version, usually the paid version has higher functional completeness.

2.竞品对比：在同类产品中，功能开关数量可以反映产品的成熟度和定制化能力。

2. Comparison of competing products: Among similar products, the number of function switches can reflect the maturity and customization capabilities of the product.

3.迭代评估：新版本发布后，增加功能或优化功能开关设计，功能完整度会提高。

3. Iterative evaluation: After a new version is released, the functional completeness will be improved by adding features or optimizing the function switch design.

(2)体验摩擦度（Experience Friction）

体验摩擦度反映用户在使用过程中遭遇的阻碍程度，包括使用流畅性、操作便利性以及非功能性干扰（如广告）。摩擦越大，体验越差。

Experience friction reflects the degree of obstacles encountered by users during use, including usage fluency, operational convenience, and non-functional interference (such as advertising). The greater the friction, the worse the experience.

主要度量维度如下：

The main measurement dimensions are as follows:

1.广告长度：广告时间越长，干扰越大，用户体验越差。

1. Ad length: The longer the ad, the greater the interference and the worse the user experience.

2.例如视频播放前需等待15秒广告，摩擦高于5秒广告。

2. For example, if you have to wait for a 15-second ad before playing a video, the friction is higher than a 5-second ad.

3.导出水印：用户导出文件（如图片、视频）时是否带有品牌水印，或是否需要付费才能去除水印。强制水印会增加摩擦，尤其对创作者群体影响显著。

3. Export watermark: Whether the user exports files (such as images and videos) with a brand watermark, or whether they need to pay to remove the watermark. Forced watermarks increase friction, especially for creators.

4.限速比例：在下载、导出或处理过程中，非付费用户速度被限制的程度。例如正常速度为100%，但免费用户仅能使用30%，限速比例=70%。

4. Speed limit ratio: The degree to which the speed of non-paying users is limited during downloading, exporting, or processing. For example, the normal speed is 100%, but free users can only use 30%, and the speed limit ratio = 70%.

5.其他潜在因素：额外的注册步骤、频繁弹窗提示、不必要的多次确认操作

5. Other potential factors: additional registration steps, frequent pop-up prompts, unnecessary multiple confirmation operations.

应用场景如下：

Application scenarios are as follows:

1.用户体验优化：通过降低摩擦度，提升转化率和用户留存。

1. User experience optimization: Improve conversion rate and user retention by reducing friction.

2.商业策略评估：很多平台故意在免费模式下增加摩擦，促使用户付费，这需要平衡留存与变现。

2. Business Strategy Evaluation: Many platforms intentionally increase friction within their free models to encourage users to pay. This requires balancing retention and monetization.

3.竞品对比：摩擦度低的产品更易获得好评和口碑。

3. Comparison with Competitive Products: Products with low friction are more likely to receive positive reviews and build strong word-of-mouth.

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翻译：谷歌翻译