《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》绪论

摘要：This issue of tweets will introduce the introduction of the intensive reading doctoral dissertation "Research on Pricing Optimizat

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“喆学（142）：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》

绪论（1）”

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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"

Introduction (1)"

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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》的绪论。

This issue of tweets will introduce the introduction 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)选题背景(Background)

根据中国信息通信研究院发布的《中国数字经济发展白皮书》，2020年中国数字经济规模达到39.2万亿元，占GDP比重为38.6%，同比增长9.7%。在全球范围内，中国数字经济的增长速度最快，尤其是在美国和中国。数字经济的发展推动了信息产业的迅猛发展，包括软件、网络游戏及电子商务等数字类信息产品和服务的生产和销售规模持续增长。传统企业也在向信息化和数字化方向转型，新兴信息产品和服务如网上外卖、网约车和在线教育等不断涌现。信息产品因其边际生产成本低、易复制和易拆分等特性，受到广泛关注，推动了新的消费市场结构的形成，传统商业模式已无法适应新的市场结构和商业环境，免费商业模式应运而生。

According to the White Paper on the Development of China's Digital Economy released by the China Academy of Information and Communications Technology, the scale of China's digital economy reached 39.2 trillion yuan in 2020, accounting for 38.6% of GDP, a year-on-year increase of 9.7%. Globally, China's digital economy is growing the fastest, especially in the United States and China. The development of the digital economy has promoted the rapid development of the information industry, including the continued growth of the production and sales of digital information products and services such as software, online games and e-commerce. Traditional enterprises are also transforming towards informatization and digitalization, and emerging information products and services such as online food delivery, online car-hailing and online education are constantly emerging. Information products have attracted widespread attention due to their low marginal production costs, easy replication and easy splitting, which has promoted the formation of a new consumer market structure. The traditional business model can no longer adapt to the new market structure and business environment, and the free business model has emerged.

免费商业模式源于20世纪的免费营销，通过赠送产品来增加营收。在数字经济时代，信息产品边际成本低，免费模式成为企业吸引消费者的长期策略。免费模式可分为免费增值模式、免费试用模式和市场试点模式，推动了新的消费市场结构的形成。

The free business model originated from free marketing in the 20th century, which increased revenue by giving away products. In the digital economy era, the marginal cost of information products is low, and the free model has become a long-term strategy for companies to attract consumers. The free model can be divided into free value-added model, free trial model and market pilot model, which has promoted the formation of a new consumer market structure.

企业通过提供免费版来建立用户基础，然后通过销售功能完整的付费版实现盈利。常见的应用方式包括同时推出免费和付费版本，以及分阶段发布免费版和付费版。例如，Dropbox提供免费基础存储空间，Spotify提供带广告的免费版和无广告的付费版，Candy Crush Saga提供虚拟付费项目。这种模式帮助企业吸引用户并逐步转化为付费用户。

Companies build a user base by offering a free version, and then make profits by selling a fully functional paid version. Common application methods include launching free and paid versions at the same time, and releasing free and paid versions in stages. For example, Dropbox provides free basic storage space, Spotify offers a free version with ads and a paid version without ads, and Candy Crush Saga offers virtual paid items. This model helps companies attract users and gradually convert them into paying users.

免费增值模式成功的关键在于网络外部性，即用户数量对产品价值的影响。网络外部性使得消费者的决策不仅受产品价格和质量影响，还与用户总数相关。企业通过免费版增加用户基数，提升付费版潜在用户，从而促进销售和收益。研究表明，网络外部性强时，企业应用免费增值模式更有利。然而，企业需注意免费版可能减少付费版用户数量的问题。

The key to the success of the freemium model lies in network externalities, which is the impact of the number of users on the value of the product. Network externalities make consumers' decisions not only affected by product price and quality, but also by the total number of users. Companies increase their user base through free versions, increase potential users of paid versions, and thus promote sales and revenue. Research shows that when network externalities are strong, companies are more likely to use the freemium model. However, companies should be aware that the free version may reduce the number of paid version users.

信息产品消费作为一种知识和学习型消费的过程，强调消费者通过了解和学习产品来获得知识和经验。免费增值模式通过免费版吸引用户，增加用户基数，进而推动付费版销售。然而，企业不能仅依靠免费版吸引所有潜在消费者，因为消费者在使用信息产品时需要付出搜寻和学习成本。降低这些成本是推广信息产品的关键。此外，提高互联网应用的适老化和无障碍普及也是当前的热点问题。

尽管该模式为企业带来发展机遇，但如何获取利润仍是主要挑战。企业需解决付费版定价和产品运营问题，以促进消费者从免费版向付费版的转化。图表显示，2019年6月移动互联网典型行业的付费用户比例较低，表明转化率有待提高。企业需权衡免费版带来的用户增长与付费版用户减少的风险，优化定价策略和运营方式，以更好地利用消费者学习促进销售。

Although this model brings development opportunities to enterprises, how to obtain profits is still the main challenge. Enterprises need to solve the problems of paid version pricing and product operation to promote consumers' conversion from free version to paid version. The chart shows that the proportion of paying users in typical mobile Internet industries in June 2019 was low, indicating that the conversion rate needs to be improved. Enterprises need to weigh the user growth brought by the free version and the risk of a decrease in paid version users, and optimize pricing strategies and operating methods to better use consumer learning to promote sales.

(2)研究意义(Research significance)

研究表明，当网络外部性较强时，企业更愿意采用免费增值模式来销售信息产品。企业需要权衡付费版使用成本与免费版信息产品兼容性的决策优化问题，以获得更高收益并赋予更多付费版定价和免费版质量设计自由。免费增值模式下，企业通过促进消费者学习来提升付费版质量，降低使用成本，并优化付费版发布时间和定价。研究还发现，信息产品的使用成本和网络外部性强度显著影响企业的决策，企业需在产品研发过程中谨慎控制使用成本，并在产品销售过程中构建合适的网络外部性。

The study shows that when network externalities are strong, companies are more willing to adopt a free value-added model to sell information products. Companies need to balance the cost of using the paid version with the compatibility of the free version of information products in order to obtain higher profits and give more freedom in pricing the paid version and designing the quality of the free version. Under the free value-added model, companies can improve the quality of the paid version, reduce the cost of use, and optimize the release time and pricing of the paid version by promoting consumer learning. The study also found that the cost of using information products and the intensity of network externalities significantly affect the decision-making of companies. Companies need to carefully control the cost of use during product development and build appropriate network externalities during product sales.

(3)研究问题描述(Research Problem Description)

由于信息产品的生产成本几乎为零，企业能够免费提供产品。消费者学习不仅影响其决策，还能为企业带来多方面的好处。企业通过分阶段发布免费版和付费版来利用消费者学习，第一阶段的免费版帮助消费者了解和学习产品，第二阶段的付费版则通过提供更丰富的信息和互动来促进消费者购买。企业可以通过广告、口碑营销和社交媒体等方式促进消费者学习，但需承担相应的成本。文章认为，通过投入努力或延长消费者体验时间可能促进消费者学习，从而增加付费版销售。

Since the production cost of information products is almost zero, companies can provide products for free. Consumer learning not only affects their decisions, but also brings many benefits to companies. Companies take advantage of consumer learning by releasing free and paid versions in stages. The free version in the first stage helps consumers understand and learn about the product, while the paid version in the second stage promotes consumer purchases by providing richer information and interaction. Companies can promote consumer learning through advertising, word-of-mouth marketing and social media, but they have to bear the corresponding costs. The article believes that investing effort or extending the consumer experience time may promote consumer learning, thereby increasing paid version sales.

尽管免费版能吸引用户，但企业不能仅依赖其占领市场，因为消费者使用信息产品需付出使用成本。文章认为，付费版使用成本高于免费版，但通过促进消费者学习，企业可以降低使用成本，增加付费版吸引力。文章分析了付费版使用成本低于免费版时的定价优化问题，以及如何通过广告和口碑营销等方式促进消费者学习。研究表明，企业需在促进学习和产出基础上权衡投入，优化付费版发布时间和定价，以实现利润最大化。

Although the free version can attract users, companies cannot rely solely on it to occupy the market, because consumers have to pay a cost to use information products. The article believes that the cost of using the paid version is higher than the free version, but by promoting consumer learning, companies can reduce the cost of use and increase the attractiveness of the paid version. The article analyzes the pricing optimization problem when the cost of using the paid version is lower than the free version, and how to promote consumer learning through advertising and word-of-mouth marketing. The study shows that companies need to weigh inputs on the basis of promoting learning and output, optimize the release time and pricing of the paid version, and maximize profits.

三、知识补充（Knowledge supplement）

网络外部性（Network Externality），也称为网络效应，是指一个产品或服务的价值随着用户数量的增加而增加的现象。这种效应在信息产品、通信网络、社交媒体平台等许多领域中都很常见。网络外部性可以分为直接网络外部性和间接网络外部性。

Network Externality, also known as network effect, refers to the phenomenon that the value of a product or service increases as the number of users increases. This effect is common in many fields such as information products, communication networks, social media platforms, etc. Network externalities can be divided into direct network externalities and indirect network externalities.

(1)直接网络外部性(Direct network externalities)

直接网络外部性指的是产品对用户的价值直接依赖于使用该产品的其他用户的数量。例如：

Direct network externalities refer to the fact that the value of a product to users depends directly on the number of other users who use the product. For example:

1.电话网络：电话网络的价值随着用户数量的增加而增加，因为更多的用户意味着更多的通话选择。

1. Telephone network: The value of the telephone network increases as the number of users increases, because more users mean more options for calls.

2.社交媒体：如Facebook、微信等平台，用户数量越多，平台的吸引力越大，因为用户可以与更多的朋友和家人联系。

2. Social media: For platforms such as Facebook and WeChat, the more users there are, the more attractive the platform is, because users can connect with more friends and family.

3.游戏平台：多人在线游戏的价值随着玩家数量的增加而增加，更多的玩家意味着更多的游戏选择和更活跃的游戏社区。

3. Game platform: The value of multiplayer online games increases as the number of players increases, and more players mean more game options and a more active game community.

(2)间接网络外部性(Indirect network externalities)

间接网络外部性指的是产品的价值受到互补产品或服务的影响。例如：

Indirect network externalities refer to the fact that the value of a product is affected by complementary products or services. For example:

1.软件应用：一个操作系统的价值不仅取决于其自身的功能，还取决于为其开发的应用数量。应用越多，操作系统的吸引力越大。

1. Software applications: The value of an operating system depends not only on its own functions, but also on the number of applications developed for it. The more applications there are, the more attractive the operating system is.

2.支付系统：如PayPal或支付宝，其价值随着接受该支付方式的商家和用户数量的增加而增加。

2. Payment systems: such as PayPal or Alipay, whose value increases as the number of merchants and users who accept this payment method increases.

3.充电桩网络：电动汽车的充电桩网络的价值随着充电桩数量的增加而增加，因为更多的充电桩意味着更方便的充电体验。

3. Charging station network: The value of the charging station network for electric vehicles increases as the number of charging stations increases, because more charging stations mean a more convenient charging experience.

(3)网络外部性的影响(The impact of network externalities)

网络外部性对市场结构和企业策略有重要影响：

Network externalities have an important impact on market structure and corporate strategy:

1.市场领导者优势：在具有强烈网络外部性的市场中，市场领导者往往能够获得更大的市场份额，因为更多的用户选择他们的产品或服务。

1. Market leader advantage: In markets with strong network externalities, market leaders are often able to gain a larger market share because more users choose their products or services.

2.兼容性和标准化：企业可能需要考虑产品的兼容性和标准化，以吸引更多的用户。

2. Compatibility and standardization: Companies may need to consider product compatibility and standardization to attract more users.

3.免费增值模式：企业可能采用免费增值模式来吸引用户，通过免费版吸引大量用户，然后通过付费版实现盈利。

3. Free value-added model: Companies may adopt a free value-added model to attract users, attract a large number of users through the free version, and then achieve profitability through the paid version.

4.锁定效应：用户可能因为网络外部性而对某个产品或服务产生依赖，从而形成锁定效应，难以转向其他竞争产品。

4. Lock-in effect: Users may become dependent on a product or service due to network externalities, thus forming a lock-in effect and finding it difficult to switch to other competing 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.