Pricing strategies for tied digital contents and devices
Pricing strategies for tied digital contents and devices
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DOI：
10.1016/j.dss.2011.01.006
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发表时间：
2011-06
期刊：
影响因子：
--
通讯作者：
A. Yu;Yong Hu;Ming Fan
中科院分区：
文献类型：
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作者：
A. Yu;Yong Hu;Ming Fan
媒体公司越来越多地向消费者提供数字内容。这些公司中的许多都将数字内容与其专有的数字设备捆绑在一起。在本研究中，我们发展了一个消费者需求模型的数字设备和数字内容的基础上，一个恒定的弹性需求函数。在对数字设备的消费者估价建模时，我们考虑了数字内容的消费者剩余。我们进一步推导出均衡价格的数字设备的基础上的寡头垄断竞争模型的水平产品差异化。我们分析了均衡价格以及价格如何影响企业利润。我们发现产品差异化和产品可替代性水平会影响价格。我们还发现，内容价格在影响数字设备的价格方面起着重要的作用。内容价格可以根据数字内容的利润率和需求弹性增加或减少捆绑数字设备价格。我们进一步分析了内容和设备价格如何影响各自的利润和公司的整体利润。我们将模型扩展到纵向产品差异化，发现纵向产品差异化和产品质量水平会影响价格。
Media companies are increasingly offering digital content to consumers. Many of these companies are tying digital content with their proprietary digital devices. In this study, we develop a consumer demand model for digital device and digital content based on a constant elasticity demand function. In modeling consumer valuation of the digital device, we take consumer surplus on digital content into account. We further derive equilibrium prices for digital devices based on an oligopoly competition model with horizontal product differentiation. We analyze the equilibrium prices and how prices affect firm profits. We find product differentiation and the level of product substitutability affect prices. We also find that content price plays a significant role in affecting the price of the digital device. Content price can either increase or decrease the tied digital device price depending on the profit margin and demand elasticity of the digital content. We further analyze how content and device prices affect their respective profits and the overall profit of the firm. We extend our model to vertical product differentiation and find vertical product differentiation and the level of product quality affect prices.