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

摘要：

科学合理的服务定价策略是数字音乐平台提升用户黏性和盈利水平的关键。针对数字音乐平台的免费、单阶段、连续阶段服务特点及策略型、短视型消费者的行为特征，构建基础模式和混合模式下的两阶段博弈模型，对比分析平台的最优定价、利润水平和市场需求量，揭示平台服务水平、消费者支付意愿和策略型消费者所占比例的影响规律。研究表明：相对于基础模式，采用混合模式可以提高数字音乐平台利润水平；平台单阶段会员服务应采取撇脂定价策略，会员服务价格随消费者支付意愿的提高而提高；若提供较高水平的免费服务，平台降低会员价格并不能保证需求和利润的提升。随着策略型消费者占比提高，平台应降低连续阶段会员服务价格以提升盈利水平。

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