基于版权模式的软件产品定价策略

Pricing Strategy for Perpetual License Based Software Product

摘要: 针对永久许可版权的软件销售模式，采用理论经济模型的分析方法，构建两阶段最优决策模型，考察了网络外部性、升级质量不确定对软件厂商定价决策的影响。实验结果表明：升级版本的期望质量较低时应对初级版本采用高价策略；网络外部性具有正反馈效应，当网络外部性强度突破临界点后，厂商可持续降价直至市场完全覆盖。

Abstract: Aiming at the pattern of selling perpetual license based software, we used analytical approach of theoretical economics to develop an optimal two-period decision model and further discussed the influences on software vendors’ selection of pricing strategy caused by the network externality and quality uncertainty of the new released software. The experiment results showed that high price strategy for initial version would be preferable when the expected quality of software upgrades is low; meanwhile, the network externality presented the effects of positive feedback, and as a consequence, once the critical density value of the network externality was surpassed, software vendors could decrease selling price gradually until the market was completely covered.