不同顾客分布条件下基于两维纵向差异化的信息产品版本划分策略.docVIP

  不同顾客分布条件下基于两维纵向差异化 的信息产品版本划分策略#  冯海洋，李敏强，陈富赞，寇纪淞  ** 5 10 （天津大学管理与经济学部，天津 300072） 摘要：版本划分策略在信息产业中极为常见，本文研究了两维纵向差异化条件下的完全垄断信息产品市场 中版本划分策略的最优性，并且采用基于小生境的稳态遗传算法进行最优模型求解。数值实验证明顾客偏 好均匀分布时三版本组合要优于单版本组合。此外，通过数值实验对比考察了三种典型的顾客偏好分布（均 匀分布、负指数分布和高斯分布）情况下的最优版本划分策略。实验结果表明：顾客分布函数的不同对版 本划分策略的最优性有很大影响，当顾客偏好服从负指数分布或者高斯分布时，厂商将会有更大的动力引 入低质量版本产品。 关键词：管理科学与工程；信息产品；版本划分策略；两维纵向差异化；多种顾客偏好分布；基于小生境 的稳态遗传算法 中图分类号：F49 15 Two-Dimensional Vertical Differentiation of Information Products under Different Customer Distributions FENG Haiyang, LI Minqiang, CHEN Fuzan, KOU Jisong (College of Management and Economics, Tianjin University, Tianjin 300072) 20 25 30 35 40 Abstract: Information products providers always adopt versioning as a strategy of price discrimination. This paper numerically investigates the optimality of versioning strategy under two-dimensional vertical differentiation model in the monopolist market. A Niching steady-state genetic algorithm is adopted to obtain numerical solutions of the optimization problem. When information product is differentiated along two vertical dimensions, numerical experiments verify that three-version scheme is more profitable than one-version scheme under uniform customer distribution. The most important problem investigated in this paper is: How does the distribution of customer preference impact the optimality of versioning strategy? Three typical distributions of customers, including uniform distribution, exponential distribution, and Gaussian distribution, are considered in this paper, and it is illustrated that the customer distribution has a great impact on the optimality of versioning strategy for information products under two-dimensional vertical differentiation model. Key words: Management science and engineering; Information products; Versioning strategy; Two-dimensional differentiation; Different customer distributions; Niching steady-state genetic algorithm 0 引言 随着信息技术的飞速发展，出现了越来越多的信息产品，信息产品指能够数字化的商品 [1] 至可以忽略。因此对于信息产品而言，经典的定价理论如边