《基于消费者学习的免费增值信息产品定价优化与运营研究》摘要

摘要：This issue of the tweet will introduce the abstract of the intensive reading doctoral dissertation "Research on Pricing Optimizati

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《基于消费者学习的免费增值信息产品

定价优化与运营研究》

摘要”

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"Zhexue (140): Intensive reading of doctoral dissertation

"Pricing optimization and operation research of free value-added information products based on consumer learning"

Abstract "

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读博士论文《基于消费者学习的免费增值信息产品定价优化与运营研究》摘要。

This issue of the tweet will introduce the abstract of the intensive reading doctoral dissertation "Research on Pricing Optimization and Operation of Free Value-added Information Products Based on Consumer Learning" from three aspects: Mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)研究背景(Research background)

随着信息产品的研发和生产成本降低，免费增值模式成为企业销售信息产品的常用商业模式。信息产品通常基于创新的信息和通信技术，消费者需要经历一个了解和学习的过程来接受新技术。消费者在了解和使用产品时需要付出一定的使用成本，同时也能够学习和了解到与产品相关的信息。

As the R&D and production costs of information products decrease, the free value-added model has become a common business model for companies to sell information products. Information products are usually based on innovative information and communication technologies, and consumers need to go through a process of understanding and learning to accept new technologies. Consumers need to pay a certain cost when understanding and using the product, and they can also learn and understand information related to the product.

(2)研究目标(Research objectives)

研究消费者学习对企业决策的影响，以及企业如何通过促进消费者学习来优化决策。具体目标包括分析消费者学习对企业决策的影响，以及企业如何通过免费增值模式来优化定价策略。

Study the impact of consumer learning on corporate decision-making and how companies can optimize decision-making by promoting consumer learning. Specific objectives include analyzing the impact of consumer learning on corporate decision-making and how companies can optimize pricing strategies through the freemium model.

(3)研究内容(Research content)

消费者学习功能更丰富的付费版需要付出更高的学习成本，研究信息产品付费版具有更高使用成本时的定价优化问题。考虑消费者学习能够降低信息产品的使用成本，研究序贯发布策略中的定价优化。企业分两阶段发布产品的免费版和付费版能够有效地利用消费者学习。

Consumers need to pay a higher learning cost for the paid version with richer learning functions. This study is about the pricing optimization problem when the paid version of an information product has a higher usage cost. Considering that consumer learning can reduce the usage cost of information products, this study is about the pricing optimization in the sequential release strategy. Enterprises can effectively utilize consumer learning by releasing the free and paid versions of products in two stages.

(4)研究方法(Research Methods)

建立模型分析企业仅向市场提供信息产品付费版的标杆模型和同时向市场提供免费版和付费版的模型。通过数值算例的方式，讨论企业在多种不同目标下的免费版质量设计优化问题。建立两阶段模型，解析地给出企业愿意延迟发布付费版的条件，并通过数值算例的方式检验模型的鲁棒性。

A model is established to analyze the benchmark model in which an enterprise only provides the paid version of an information product to the market and the model in which both the free version and the paid version are provided to the market. Through numerical examples, the quality design optimization problem of the free version of an enterprise under various different objectives is discussed. A two-stage model is established to analytically give the conditions under which an enterprise is willing to delay the release of the paid version, and the robustness of the model is verified through numerical examples.

(5)研究结果(Research results)

企业为了获取更高利润，倾向于通过促进消费者学习来进一步降低使用成本而非提升付费版质量。企业提供质量水平较高的付费版，构建较强网络外部性或者控制信息产品的使用成本适中时，其投入努力的可能性更高。企业在某些情况下并不能获得努力效果和付费版的价格的全局最优解，只能实施次优决策来实现自身利润的最大化。

In order to obtain higher profits, enterprises tend to further reduce the cost of use by promoting consumer learning rather than improving the quality of paid versions. When enterprises provide paid versions with higher quality levels, build stronger network externalities, or control the use costs of information products at a moderate level, they are more likely to invest efforts. In some cases, enterprises cannot obtain the global optimal solution for the effect of efforts and the price of paid versions, and can only implement suboptimal decisions to maximize their own profits.

(6)研究意义(Research significance)

文章在免费增值模式中考虑消费者学习，这种研究具有一定的理论和实践意义。文章研究了付费版使用成本更高的信息产品，并在免费增值研究中引入序贯发布策略以利用消费者学习，为理论提供了更符合实际的新知。此外，研究结论给出了免费增值模式中序贯发布策略的适用条件及该策略下企业的最优运营决策，为拟采用免费增值模式的企业提供运营策略的决策支持。

This article considers consumer learning in the freemium model, which has certain theoretical and practical significance. The article studies information products with higher usage costs for paid versions, and introduces a sequential release strategy in freemium research to take advantage of consumer learning, providing new knowledge that is more in line with reality. In addition, the research conclusions provide the applicable conditions of the sequential release strategy in the freemium model and the optimal operating decision of the enterprise under this strategy, providing decision-making support for the operating strategy of enterprises that intend to adopt the freemium model.

三、知识补充（Knowledge supplement）

消费者学习是指消费者通过使用产品、服务或获取相关信息，逐渐增加对产品特性、功能、使用方法和价值等方面的了解和认识的过程。这一过程可以帮助消费者更好地评估产品是否满足自己的需求，提高使用产品的效率和满意度，并可能影响他们的购买决策和品牌忠诚度。

Consumer learning refers to the process by which consumers gradually increase their understanding and knowledge of product features, functions, usage methods and value by using products, services or obtaining relevant information. This process can help consumers better evaluate whether the product meets their needs, improve the efficiency and satisfaction of using the product, and may affect their purchasing decisions and brand loyalty.

消费者学习通常包括以下几个方面：

Consumer learning usually includes the following aspects:

1.产品知识：了解产品的基本特性、功能和使用方法。

1. Product knowledge: understanding the basic characteristics, functions and usage methods of the product.

2.品牌认知：通过经验或信息获取对品牌的认知和理解。

2. Brand awareness: gaining knowledge and understanding of the brand through experience or information.

3.使用技能：通过实践提高使用产品的技能和效率。

3. Usage skills: improving the skills and efficiency of using the product through practice.

4价值评估：评估产品对自己需求的满足程度和价值。

4 Value assessment: assessing the degree of satisfaction and value of the product to their needs.

5.市场信息：了解市场上的替代产品和竞争情况。

5. Market information: understanding alternative products and competition in the market.

在信息产品和高科技产品领域，消费者学习尤为重要，因为这些产品往往具有复杂的功能和较高的学习曲线。企业可以通过提供详细的产品说明、用户培训、在线教程和客户支持等方式促进消费者学习，从而提高产品的市场接受度和用户满意度。

Consumer learning is particularly important in the field of information products and high-tech products, because these products often have complex functions and high learning curves. Companies can promote consumer learning by providing detailed product descriptions, user training, online tutorials and customer support, thereby improving the market acceptance and user satisfaction of products.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：陈小艳. 基于消费者学习的免费增值信息产品定价优化与运营研究[D]. 西南交通大学, 2021.