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

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