系统管理学报

系统管理学报 ›› 2023, Vol. 32 ›› Issue (2): 233-247.DOI: 10.3969/j.issn.1005-2542.2023.02.002

• 决策科学与运营管理 • 上一篇    下一篇

网络外部性影响下移动应用的商业模式选择与竞争

李忠平1，王乐1，孙连家2，王璐瑶3   

  1. 1.西安交通大学经济与金融学院，西安 710061；2. 西安交通大学管理学院，西安 710049；3. 西安建筑科技大学管理学院，西安 710055
  • 出版日期:2023-03-28 发布日期:2023-03-24
  • 作者简介:李忠平（1967 -），男，博士生。研究方向为企业商业模式与产业政策。
  • 基金资助:

    国家自然科学基金面上和青年项目（72171189，71901172）；陕西省社会科学基金资助项目（2021D002，2121R010）

Choices of Business Model and Competition of Mobile Applications Under the Influence of Network Externalities

LI Zhongping1，WANG Le1，SUN Lianjia2，WANG Luyao3   

  1. 1. School of Economics and Finance，Xi’an Jiaotong University，Xi’an 710061，China；2. School of Management，Xi’an Jiaotong University，Xi’an 710049，China；3. School of Management，Xi’an University of Architecture and Technology，Xi’an 710055，China
  • Online:2023-03-28 Published:2023-03-24

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摘要：

移动应用是本世纪最具发展潜力的产业之一。企业关于维持垄断与引入竞争之间的权衡受到移动应用行业的网络效应的影响，按次付费模式的兴起引发了移动应用企业对按次付费模式与传统销售模式的商业模式选择问题。基于消费者效用理论，建立关于移动应用企业商业模式选择问题的动态博弈模型，分析不同网络外部性强度影响下，企业的最优商业模式选择和相应的竞争策略。研究发现，采用传统销售模式的移动应用企业可以适当地引入采用按次付费模式的竞争者来提高自身的整体利润，而采用按次付费模式的移动应用企业应尽量避免竞争，通过专利化等方式维持垄断地位。

关键词:

移动应用, 按次付费模式, 销售模式, 动态博弈, 网络外部性

Abstract:

The mobile application is one of the most promising industries in this century. The trade-off between maintaining monopoly and introducing competition is influenced by the network effects of the mobile application industry. The rise of the pay-per-use model in recent years affects the choice between pay-per-use and traditional sales models for mobile application enterprises. Based on the consumer utility theory, this paper develops a dynamic game model on the choice of business models of mobile application enterprises, and analyses the choice of the optimal business model and corresponding competitive strategies of enterprises under the influence of different network externality strengths. It is found that enterprises adopting the sales model can appropriately introduce competitors adopting the pay-per-use model to increase their overall profits, while enterprises adopting the sharing model should try to avoid competition and maintain their monopoly position by adopting patenting and other means.

Key words:

mobile application, pay-per-use models, sales models, dynamic games, network externalities

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