移动端考研产品定价模型研究及应用

The Study and Applications of Mobile Terminal Postgraduate Product Pricing Model

摘要: 本文研究了移动端考研产品的定价模型。首先，分析网络信息产品的正的网络外部性，以及由此引发的消费者预期效应和正反馈效应；之后，构建移动端考研产品的需求函数及考生获得的效用函数，从而构建移动端考研产品市场占有率的收益函数和成本函数。从市场占有率与企业利润之间的变动规律出发，建立引入时期因素的定价模型。最后，运用MATLAB求解模型，得到该公司移动端考研产品市场占有率的边际收益曲线与边际成本曲线，讨论参数范围，得到曲线的变化情况。分别以市场占有率优先和利润占有率优先为原则，得到两个阶段的定价方案。并对整个模型进行了客观的优缺点评价，以及在其他领域的推广使用，提高了模型的实用性与现实性。

Abstract: We have studied the pricing model of the mobile terminal product in this paper. First of all, we an-alyze the network externalities of the network information products; consumers expect effect and the positive feedback effect. After that, we construct the demand function of the mobile terminal postgraduate product and the utility function obtained by the candidate, so as to construct the revenue function and cost function of the market share of the mobile terminal postgraduate product. Starting from the law of changes between market share and corporate profits, we establish a pricing model for factor introduction. Finally, using the solution model, the marginal revenue curve and the marginal cost curve of the market share of the company’s mobile terminal product are obtained, and the parameter range is discussed, and the change of the curve is obtained. Based on the principle of market share first and profit share first, the two-phase pricing plan was obtained. And in this paper, the objective model’s advantages and disadvantages of the entire model are evaluated, as well as its application in other fields, which improves the practicality and practicality of the model.