关键词:

数字音乐平台, 策略型消费者, 两阶段模型, 会员模式, 定价策略

Abstract:

Effective service pricing strategy is important for the digital music platform to improve users’ stickiness and profitability. According to the characteristics of the free, single-stage, and successive-stage membership service of the digital music platform and the myopic and strategic behavior of consumers, a two-stage game model in the basic mode and the mixed mode is established, which reveals the influence of the service of the platform, the willingness of consumers to pay, and the proportion of strategic consumers by comparing and analyzing the optimal platform pricing, profit, and consumer demand. The results show that compared with the basic mode, the mixed mode can improve the profit of the platform. The skimming pricing strategy should be adopted in the single-stage membership service. The membership service fee increases with the willingness of consumers to pay. If a higher level of free service is provided, the platform cannot guarantee the increase in the demand and profit by reducing the membership service fee. With the increase of the proportion of strategic consumers, the platform should improve the profit by reducing the price of successive-stage membership service.

Key words:

digital music platform; strategic consumers, two-stage model, membership mode, pricing strategy