双边市场视角下操作系统平台定价策略研究.pdfVIP

中国科技论文在线 双边市场视角下操作系统平台定价策略研 究# 邢明青* 5 （潍坊学院经济管理学院，山东潍坊 261061） 摘要：越来越多有影响力开源操作系统平台的兴起（如Linux ），对传统的专有操作系统平 台（如微软的 Windows ）形成巨大的冲击。本文借用双边市场理论框架探讨专有操作系统 平台在面对开源操作系统平台竞争时的定价策略问题。主要结论如下：①专有平台对用户收 10 费和向应用软件开发商补贴的定价结构是由用户和应用软件之间两类交叉网络外部性相对 强弱决定的；②用户使用开源平台相对于专有平台需承担的额外费用（如较高的学习成本和 维护费用）和获得的额外好处（如可个性化和较好的稳定性）均会间接影响专有平台的定价 策略；③与专有平台之间竞争情形对比发现，两种市场结构下专有平台的定价结构可能存在 差异，并且这种差异依赖于用户使用开源平台与使用专有平台相比额外需承担费用和额外获 15 得好处的差距。 关键词：双边市场；操作系统；定价策略；开源 中图分类号：F49；F22 Pricing Strategies of Operating System Platform from the 20 Perspective of Two-Sided Markets XING Mingqing (School of Economics and Management, Weifang University, Weifang, Shandong 261061) Abstract : The emergence of more and more influential open-source operating system platforms (such as Linux) tremendously impacts the traditional proprietary operating system platforms (such as 25 Microsoft’s Windows). Based on two-sided markets framework, this paper studies the pricing strategies of proprietary platform in the face of competition from open-source platforms. It is found that: ① proprietary platform’s pricing structure of charging users and subsiding for application software developers is decided by the relative strength of cross network externalities between users and application software products; ②the additional costs (such as higher learning and maintenance costs) 30 and benefits (such as individuation and better stability) when users use open-source platform relative to proprietary platform will indirectly affect proprietary platform’s pricing strategies;