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 tweets will introduce the introduction of the intensive reading doctoral dissertation "Research on Pricing Optimizat

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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》

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"Zhexue (144): Intensive reading of doctoral dissertation

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

Introduction (2)"

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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)研究内容(Research content)

本文综合了数学、管理学、经济学和营销学等领域的知识，重点研究了在免费增值模式下，基于消费者学习的信息服务产品的管理问题。文章从企业角度分析了信息产品的生产成本可以视为零，因此企业容易提供免费版产品，而网络外部性则驱动企业采用免费增值模式来销售信息产品。从消费者角度来看，消费者使用信息产品需要付出一定的使用成本，包括搜寻和学习产品的成本，而信息产品消费是一种知识和学习型的消费。企业在商业实践中，通过分阶段推出免费版和付费版产品，能够有效地利用消费者学习，从而降低消费者对产品质量的不确定性，并提高消费者使用产品的初始效用。

This paper integrates knowledge from mathematics, management, economics and marketing, and focuses on the management of information service products based on consumer learning under the free value-added model. From the perspective of enterprises, the article analyzes that the production cost of information products can be regarded as zero, so it is easy for enterprises to provide free products, and network externalities drive enterprises to adopt the free value-added model to sell information products. From the perspective of consumers, consumers need to pay certain usage costs to use information products, including the cost of searching and learning products, and information product consumption is a kind of knowledge and learning consumption. In business practice, enterprises can effectively utilize consumer learning by launching free and paid versions of products in stages, thereby reducing consumers' uncertainty about product quality and increasing consumers' initial utility in using products.

本文还探讨了企业通过投入努力或延长消费者体验产品的时间来促进消费者学习的不同方式，并结合现有文献，主要关注消费者学习对企业决策的影响，特别是网络外部性、广告、激励行为、信息不对称、娱乐心理以及口碑效应等因素对企业决策的影响。

This paper also explores the different ways in which companies can promote consumer learning by investing effort or extending the time consumers experience their products. Combining existing literature, this paper focuses on the impact of consumer learning on corporate decision-making, especially the impact of factors such as network externalities, advertising, incentive behavior, information asymmetry, entertainment psychology, and word-of-mouth effects on corporate decision-making.

1.考虑产品使用成本的定价优化问题(Pricing optimization considering product usage costs)

本文探讨了信息产品使用成本的定价优化问题，重点分析了消费者净效用函数和企业收益函数的构建。通过将消费者的净效用函数定义为产品质量感知价值减去使用成本和购买价格后的价值剩余，并考虑网络外部性对消费者偏好的影响，文章构建了消费者使用产品的净效用函数。企业收益函数则被构建为产品付费版的价格与销量的乘积。文章假设信息产品的生产成本为零，企业以最大化收益函数为目标来确定产品付费版的最优价格。企业在产品设计中确定免费版和付费版的使用成本后，需根据市场中的网络外部性强度决定是否同时发布两个版本，以优化免费版和付费版的质量。

This paper discusses the pricing optimization problem of information product usage costs, focusing on the construction of consumer net utility function and enterprise revenue function. By defining the consumer's net utility function as the value remaining after deducting the usage cost and purchase price from the perceived value of product quality, and considering the impact of network externalities on consumer preferences, the article constructs the net utility function of consumers using products. The enterprise revenue function is constructed as the product of the price of the paid version of the product and the sales volume. The article assumes that the production cost of information products is zero, and the enterprise determines the optimal price of the paid version of the product with the goal of maximizing the revenue function. After the enterprise determines the usage cost of the free version and the paid version in the product design, it needs to decide whether to release both versions at the same time according to the strength of network externalities in the market to optimize the quality of the free version and the paid version.

2.序贯发布策略中的定价优化(Pricing Optimization in Sequential Release Strategy)

本文探讨了在免费增值模式下，企业如何通过消费者学习来优化产品定价。文章构建了消费者的净效用函数，考虑了产品质量感知价值、使用成本和购买价格，以及网络外部性对消费者偏好的影响。企业收益函数被定义为付费版价格与销量的乘积，假设生产成本为零。文章分析了消费者学习对企业决策的影响，发现消费者学习不仅影响企业的最优价格和利润，还影响企业对免费增值模式的选择。通过数值研究，文章展示了使用成本降低率对企业决策优化的影响，并为企业在免费增值模式中合理发布不同版本产品提供了指导。

This paper explores how companies can optimize product pricing through consumer learning in the freemium model. The article constructs the consumer's net utility function, taking into account the perceived value of product quality, usage cost and purchase price, as well as the impact of network externalities on consumer preferences. The company's revenue function is defined as the product of the paid version price and sales volume, assuming that the production cost is zero. The article analyzes the impact of consumer learning on corporate decision-making and finds that consumer learning not only affects the company's optimal price and profit, but also affects the company's choice of freemium model. Through numerical research, the article shows the impact of the usage cost reduction rate on corporate decision-making optimization, and provides guidance for companies to reasonably release different versions of products in the freemium model.

3.企业投入努力时的决策优化问题(Decision-making optimization problem when enterprises invest effort)

本文探讨了企业在免费增值模式中通过投入努力来优化决策的问题。文章构建了消费者的净效用函数，考虑了产品质量感知价值、使用成本和购买价格，以及网络外部性对消费者偏好的影响。企业收益函数被定义为付费版价格与销量的乘积，假设生产成本为零。文章分析了企业投入努力时的成本和收益，发现付费版质量、网络外部性强度、单位努力成本以及产品的使用成本等外部参数均对企业的决策优化产生影响。数值研究的结论能够指导企业在免费增值模式中合理地发布产品的不同版本，以引导企业合理地控制产品使用成本。

This paper explores the problem of enterprises optimizing decisions by investing effort in the free value-added model. The article constructs the consumer's net utility function, taking into account the perceived value of product quality, usage cost and purchase price, as well as the impact of network externalities on consumer preferences. The enterprise revenue function is defined as the product of the paid version price and sales volume, assuming that the production cost is zero. The article analyzes the costs and benefits of enterprises when investing effort, and finds that external parameters such as the quality of the paid version, the intensity of network externalities, the unit effort cost, and the product usage cost all have an impact on the enterprise's decision-making optimization. The conclusions of the numerical study can guide enterprises to reasonably release different versions of products in the free value-added model, so as to guide enterprises to reasonably control the cost of product use.

4.企业延迟发布付费版本时的决策优化问题(Decision-making optimization problem when enterprises delay the release of paid versions)

本文研究了企业在免费增值模式中延迟发布付费版时的决策优化问题。文章构建了消费者的净效用函数，考虑了产品质量感知价值、使用成本和购买价格，以及网络外部性对消费者偏好的影响。企业收益函数被定义为付费版价格与销量的乘积，假设生产成本为零。文章分析了企业延迟发布付费版时的决策优化，发现使用成本降低率随免费阶段时长的增加而增强，但需要承受资金折现产生的损失。企业以最大化利润函数为目标来确定产品付费版的最优发布时间和价格。数值研究的结论能够指导企业在免费增值模式中合理地发布产品的不同版本，以引导企业合理地控制产品使用成本。

This paper studies the decision-making optimization problem when enterprises delay the release of paid versions in the free value-added model. The article constructs the consumer's net utility function, taking into account the perceived value of product quality, usage cost and purchase price, as well as the impact of network externalities on consumer preferences. The enterprise revenue function is defined as the product of the paid version price and sales volume, assuming that the production cost is zero. The article analyzes the decision optimization when enterprises delay the release of paid versions and finds that the rate of reduction in usage costs increases with the increase in the length of the free stage, but it needs to bear the loss caused by capital discounting. Enterprises determine the optimal release time and price of the paid version of the product with the goal of maximizing the profit function. The conclusions of the numerical study can guide enterprises to reasonably release different versions of products in the free value-added model, so as to guide enterprises to reasonably control the cost of product use.

(2)技术路线图(Technology Roadmap)

本文以“归纳问题-提出问题-解决问题-总结与展望”为研究主线，包含七个主要研究内容。首先，文章立足于实际背景，分析问题的研究意义，并搜集相关文献，提出四个研究问题。接着，文章构建了多个定价优化问题模型，包括考虑付费版使用成本低于免费版的定价优化、考虑消费者学习降低使用成本的定价优化、企业投入努力促进消费者学习的定价优化，以及企业延迟发布付费版促进消费者学习的定价优化。每个模型都通过求解和数值分析得出相应结论。最后，文章总结现有研究结果，归纳研究贡献和不足之处，并指出未来可能的研究方向。

This paper takes "summarizing problems - raising questions - solving problems - summary and outlook" as the main research line, and contains seven main research contents. First, based on the actual background, the article analyzes the research significance of the problem, collects relevant literature, and proposes four research questions. Then, the article constructs multiple pricing optimization problem models, including pricing optimization considering that the cost of using the paid version is lower than that of the free version, pricing optimization considering that consumer learning reduces the cost of use, pricing optimization that companies invest efforts to promote consumer learning, and pricing optimization that companies delay the release of paid versions to promote consumer learning. Each model draws corresponding conclusions through solution and numerical analysis. Finally, the article summarizes the existing research results, summarizes the research contributions and shortcomings, and points out possible future research directions.

(3)创新点(Innovation)

本文通过建模分析了付费版使用成本更高的信息产品在免费增值模式下的适用条件，并优化了降低付费版使用成本的运营决策。研究引入序贯发布策略，发现其在消费者通过学习降低使用成本的情况下适用，并给出了最优定价和运营策略。文章还针对该策略分别建模了企业努力和消费者偏好增长因素，优化了运营决策。研究表明，企业可以通过投入努力或延长消费者体验时间来促进消费者学习，从而优化运营策略。

This paper analyzes the applicable conditions of the free value-added model for information products with higher usage costs for paid versions through modeling, and optimizes the operational decision to reduce the usage costs of paid versions. The study introduces a sequential release strategy and finds that it is applicable when consumers reduce usage costs through learning, and gives the optimal pricing and operational strategy. The paper also models the enterprise effort and consumer preference growth factors for this strategy and optimizes the operational decision. The study shows that companies can optimize operational strategies by investing effort or extending consumer experience time to promote consumer learning.

(4)论文结构(Paper Structure)

本文研究了免费增值模式下企业如何优化信息服务产品的定价和发布策略。文章通过构建模型分析了消费者学习对产品定价和发布时间的影响，探讨了企业在不同阶段的最优决策。研究表明，企业可以通过投入努力或延长消费者体验时间来促进学习，从而优化运营策略。最后，文章总结了研究内容，提出了未来研究方向。

This paper studies how companies can optimize the pricing and release strategies of information service products under the free value-added model. The paper analyzes the impact of consumer learning on product pricing and release time by building a model, and explores the optimal decision-making of companies at different stages. The study shows that companies can promote learning by investing efforts or extending consumer experience time, thereby optimizing operational strategies. Finally, the paper summarizes the research content and proposes future research directions.

三、知识补充（Knowledge supplement）

消费者学习是指消费者在购买和使用商品或服务过程中，通过经验积累和信息获取逐步形成消费知识和行为模式的过程。这个过程既包括有意识的认知学习，也包含无意识的习惯养成，最终影响消费者的购买决策和品牌忠诚度。消费者通过实际使用产品、观察他人消费行为或接收营销信息，不断调整自己的消费认知和偏好，从而影响他们的购买决策和品牌忠诚度。信息处理是消费者学习的核心机制。消费者会主动搜寻产品信息，比较不同品牌特性，并通过记忆存储形成产品知识库。这种学习不仅发生在购买前的研究阶段，也延续到使用后的评价过程，构成完整的消费认知循环。

Consumer learning refers to the process by which consumers gradually form consumer knowledge and behavior patterns through experience accumulation and information acquisition in the process of purchasing and using goods or services. This process includes both conscious cognitive learning and unconscious habit formation, which ultimately affects consumers' purchasing decisions and brand loyalty. Consumers constantly adjust their consumer cognition and preferences by actually using products, observing other people's consumption behaviors, or receiving marketing information, which affects their purchasing decisions and brand loyalty. Information processing is the core mechanism of consumer learning. Consumers will actively search for product information, compare the characteristics of different brands, and form a product knowledge base through memory storage. This kind of learning not only occurs in the research stage before purchase, but also continues to the evaluation process after use, forming a complete consumer cognitive cycle.

在软件定价方面，消费者学习具有重要意义。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。

Consumer learning is of great significance in software pricing. Companies can improve the quality of paid versions, reduce usage costs, and optimize the release time and pricing of paid versions by promoting consumer learning. Studies have shown that when network externalities are strong, companies are more willing to adopt a free value-added model to sell information products. Companies need to weigh the cost of using paid versions and the compatibility of free versions of information products in order to obtain higher profits and give more freedom to design the pricing of paid versions and the quality of free versions.

此外，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。通过分两阶段向市场发布免费版和付费版来利用消费者学习，第一阶段向市场发布的免费版为潜在消费者提供了解和学习信息产品的机会，消费者通过学习积累的知识和经验适用于其未来相关的购买行为，因此消费者学习能够帮助该企业在第二阶段销售付费版从而增加自身利润。

In addition, in order to obtain higher profits, companies tend to further reduce usage costs by promoting consumer learning rather than improving the quality of paid versions. Companies are more likely to invest efforts when they provide paid versions with higher quality levels, build stronger network externalities, or control the usage costs of information products at a moderate level. Consumer learning is utilized by releasing free and paid versions to the market in two stages. The free version released to the market in the first stage provides potential consumers with the opportunity to understand and learn about information products. The knowledge and experience accumulated by consumers through learning are applicable to their future related purchasing behaviors. Therefore, consumer learning can help the company sell the paid version in the second stage to increase its own profits.

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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.