喆学（174）：精读期刊论文文献综述和模型描述

摘要：This issue of the tweet will introduce the literature review and model description of the intensive reading journal article "Resea

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“喆学（174）：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》

文献综述和模型描述”

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Today, the editor brings the

"Zhexue (174): Intensive reading of journal articles

《Research on the Optimal Strategy of the Freemium Model

for Mobile Apps Based on Consumer Cost Considerations》

Literature review and model description"

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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》文献综述和模型描述。

This issue of the tweet will introduce the literature review and model description of the intensive reading journal article "Research on the Optimal Strategy of the 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)文献综述(Literature Review)

Freemium模式由Wilson提出，学界围绕其适用性展开研究：有学者针对视频、游戏、PC平台比较Freemium与免费或付费模式的适用范围与盈利机理；亦有研究从顾客损失厌恶、网络外部性角度探讨高低端版本差异及免费产品质量设计对转化率和销量的影响，结论不一，部分认为高质量免费产品可促付费，亦有观点指出质量差异过大会令Freemium陷入困境。

The Freemium model was proposed by Wilson, and the academic community has conducted research on its applicability: some scholars have compared the scope of application and profit mechanism of Freemium with free or paid models for video, game, and PC platforms; other studies have explored the impact of high-end and low-end version differences and free product quality design on conversion rate and sales from the perspective of customer loss aversion and network externalities. The conclusions are mixed. Some believe that high-quality free products can promote payment, while others point out that excessive quality differences will put Freemium in trouble.

消费者考虑成本研究指出，消费者为筛选信息需付出的额外心理与时间成本会显著改变其购买行为。新近文献将该成本纳入定价与质量设计框架：在定价层面，它被用来解释价格、促销与渠道策略如何触发或抑制消费者关注；在质量设计层面，它被用于分析企业应如何在产品线中配置高低端产品的品质与价格，以引导或规避消费者的深度比较，从而实现市场细分与利润最大化。

Research on consumer consideration costs indicates that the additional psychological and time costs consumers incur to screen information can significantly alter their purchasing behavior. Recent literature incorporates this cost into pricing and quality design frameworks: at the pricing level, it explains how price, promotion, and channel strategies trigger or inhibit consumer attention; at the quality design level, it analyzes how companies should configure the quality and price of high-end and low-end products within their product lines to guide or avoid in-depth comparisons among consumers, thereby achieving market segmentation and maximizing profits.

(2)模型描述与基本假设(Model Description and Basic Assumptions)

研究设定开发商可在市场中只推高端版或同时推出高低两版应用。消费者若不买可获保留效用，若购买则其所得价值取决于应用总需求、全局网络效应与个人质量偏好，高端版质量更高体验更佳。消费者实际效用等于所获价值减去考虑成本再减去价格，其中考虑成本既包括注册、使用、时间冲突与隐私泄露，也涵盖内容可能沉没的损失。为保证均衡，假设高端质量高于网络效应参数，低端质量亦高于对应参数，文中列有相关参数表。

The study assumes that developers can only promote the high-end version or simultaneously launch both high-end and low-end versions of the application in the market. If consumers do not purchase the application, they can obtain retention utility. If they purchase the application, the value they receive depends on the total demand for the application, the global network effect, and their personal quality preferences. The high-end version has higher quality and a better experience. The actual utility of consumers is equal to the value obtained minus the cost of consideration and then minus the price. The cost of consideration includes registration, usage, time conflict, privacy leakage, and the loss of content that may be sunk. To ensure equilibrium, it is assumed that the high-end quality is higher than the network effect parameter and the low-end quality is also higher than the corresponding parameter. The relevant parameter table is listed in the article.

三、知识补充（Knowledge supplement）

Premium策略（也称为高端化策略或溢价策略）是一种市场定位和定价策略，企业在特定市场中定位于高端细分市场，通过提供高质量、独特或稀缺的产品/服务，以高于市场平均水平的定价来获取更高的利润率。这种策略的核心在于通过品牌形象、产品差异化或卓越的客户体验，创造消费者心目中的“高端”感知，从而让他们愿意支付溢价。

The premium strategy (also known as high-endization or premium pricing) is a market positioning and pricing strategy in which a company positions itself in the high-end segment of a specific market. By offering high-quality, unique, or scarce products and services, it aims to achieve higher profit margins by charging above-average prices. The core of this strategy is to create a "premium" perception in consumers' minds through brand image, product differentiation, or an exceptional customer experience, thereby encouraging them to pay a premium.

核心要素包含高质量与卓越体验、品牌形象与定位、目标客户群体、溢价定价、差异化与独特性以及高端分销与营销。

The core elements include high quality and excellent experience, brand image and positioning, target customer groups, premium pricing, differentiation and uniqueness, and high-end distribution and marketing.

实施Premium策略的关键步骤如下：

The key steps to implementing a premium strategy are as follows:

1.市场调研与定位：深入了解目标客户的需求、偏好和支付意愿。分析竞争对手，找到市场中的高端定位空白。

1. Market Research and Positioning: Develop a deep understanding of target customers' needs, preferences, and willingness to pay. Analyze competitors to identify gaps in the market for premium positioning.

2.产品/服务优化：投资于研发、设计和生产，确保产品或服务在质量和体验上无可挑剔。

提供附加价值，如定制化、专属服务或会员计划。

2. Product/Service Optimization: Invest in R&D, design, and production to ensure impeccable product or service quality and user experience.

Provide added value, such as customization, exclusive services, or membership programs.

3.品牌建设：通过视觉设计、广告和公关活动，打造高端品牌形象。与高端合作伙伴或意见领袖合作，提升品牌可信度。

3. Brand Building: Build a premium brand image through visual design, advertising, and public relations. Collaborate with high-end partners or influencers to enhance brand credibility.

4.定价策略：根据品牌价值和市场定位设定溢价，确保价格与感知价值一致。可采用分层定价（如基础版、高级版、豪华版）满足不同层次的高端需求。

4. Pricing Strategy: Set a premium based on brand value and market positioning, ensuring that price aligns with perceived value. Tiered pricing (e.g., basic, premium, and deluxe) can be used to meet different levels of premium needs.

5.客户体验管理：提供卓越的售前、售中和售后服务，增强客户忠诚度。通过会员俱乐部、独家活动或个性化服务增加客户粘性。

5. Customer Experience Management: Provide excellent pre-sales, in-sales, and after-sales service to enhance customer loyalty. Increase customer stickiness through membership clubs, exclusive events, or personalized services.

xAI的SuperGrok计划是premium策略在人工智能服务领域的典型应用。作为一种付费订阅计划，SuperGrok提供比免费计划更高的使用配额，吸引专业用户或高频用户愿意为更优质的服务支付溢价。其实施方式通过差异化服务，例如更高的使用频率或潜在的优先支持，满足对高效AI工具需求较高的用户群体。同时，xAI通过SuperGrok强化其高端技术品牌形象，强调技术先进性和可靠性，从而在竞争激烈的AI市场中建立差异化优势。

xAI's SuperGrok program exemplifies the premium strategy in the AI service sector. As a paid subscription plan, SuperGrok offers higher usage quotas than the free plan, attracting professional or frequent users willing to pay a premium for superior service. Its implementation caters to users with high-demand AI tools through differentiated services, such as increased frequency of use or potential priority support. Furthermore, xAI uses SuperGrok to strengthen its high-end technology brand image, emphasizing technological advancement and reliability, thereby establishing a differentiated advantage in the competitive AI market.

在汽车行业，宾利（Bentley）通过超豪华定位完美诠释了premium策略。其产品以精湛的工艺、稀有材料和高度定制化选项为核心，吸引富裕客户群体。宾利不仅提供卓越的性能，还通过限量生产和独特的设计强化稀缺性，赋予产品高端社会地位的象征意义。这种策略使宾利在豪华车市场中占据独特地位，消费者愿意为品牌的历史传承和无与伦比的驾乘体验支付高额溢价。

In the automotive industry, Bentley perfectly embodies the premium strategy through its ultra-luxury positioning. Its products, centered on exquisite craftsmanship, rare materials, and highly customized options, appeal to affluent customers. Bentley not only offers exceptional performance but also reinforces scarcity through limited production runs and unique designs, imbuing its products with a sense of high status. This strategy has earned Bentley a unique position in the luxury car market, with consumers willing to pay a premium for the brand's heritage and unparalleled driving experience.

苹果（Apple）是科技行业中premium策略的标杆。通过持续的技术创新、简洁优雅的设计和强大的生态系统，苹果将其产品（如iPhone和MacBook）定位为高端消费电子的代表。消费者愿意支付溢价，不仅因为产品的高性能和可靠性，还因为苹果品牌代表了技术、设计与社会地位的融合。苹果通过高端零售体验、优质售后服务和品牌营销，进一步巩固了其在全球市场的领先地位，吸引了忠诚度极高的客户群体。

Apple is a benchmark for premium strategies in the technology industry. Through continuous technological innovation, elegant design, and a robust ecosystem, Apple positions its products, such as the iPhone and MacBook, as representatives of high-end consumer electronics. Consumers are willing to pay a premium not only for the products' high performance and reliability, but also because the Apple brand represents a fusion of technology, design, and social status. Through premium retail experiences, superior after-sales service, and brand marketing, Apple has further solidified its leading position in the global market and attracted a highly loyal customer base.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：易余胤, 曾润滋. 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 [J]. 计算机集成制造系统, 2022, 28(4): 1188-1198