存在盗版下信息产品的用户协同设计选择性研究
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摘要
针对信息产品市场中是否存在盗版的情况,研究一个垄断正版厂商是否选择用户协同设计策略的问题。基于用户的个人理性和激励相容,依据厂商是否选择用户协同策略,分别建立信息产品市场中不存在盗版时的NS、NC模型与信息产品市场中存在盗版时的YS、YC模型。通过对模型结果进行比较分析发现:当厂商选择用户协同设计策略时,NC模型中厂商的利润始终高于YC模型中厂商的利润,且厂商的利润均随着用户协同设计努力水平的降低而降低;NC模型和YC模型中用户努力水平高低均与用户对正版产品的价值估值有关;最后,无论信息产品市场中是否存在盗版,厂商选择用户协同设计策略的市场占有率均低于厂商不选择用户协同设计策略的市场占有率。
With piracy existing in the information products market, a monopoly manufacturer's selection of user co-design is examined. Based on the consumer individual rationality and incentive compatibility, as well as the basic utility model,according to whether the pirated products present in the information product market and the original manufacturers choose user co-design or not, four mathematical models, respectively, NS, NC, and are set up. By comparing the results of the four models the following conclusions can be drawn. Firstly, when manufacturers choose user co-design, monopoly manufacturer's profit in the NC model is higher than monopoly manufacturer's profit in the YC model, and monopoly manufacturer's profit decreases with the reduction of user's co-design efforts. Secondly, when the consumers' valuation to legitimate information products is small, the user's co-design efforts level in YC model is higher than the user's co-design efforts level in YC model. When the consumers' valuation to commercial information products is large, the user's co-design efforts level in YC model is lower than the user's co-design efforts level in YC model. Thirdly, regardless of there being pirated products in the information market or not, the manufacturer's market share when the manufacturer chooses the user co-design is lower than the manufacturer's market share while the manufacturer does not choose the user co-design. Finally, regardless of there being pirated products in the information market or not, when the quality of commercial information products is low, the price of the commercial information products as the manufacturer chooses co-design is lower than the price when the manufacturer does not choose co-design. When the quality of commercial information products is high, the price of the commercial information products as the manufacturer chooses co-design is higher than the price when the manufacturer does not choose co-design.
With piracy existing in the information products market, a monopoly manufacturer's selection of user co-design is examined. Based on the consumer individual rationality and incentive compatibility, as well as the basic utility model,according to whether the pirated products present in the information product market and the original manufacturers choose user co-design or not, four mathematical models, respectively, NS, NC, and are set up. By comparing the results of the four models the following conclusions can be drawn. Firstly, when manufacturers choose user co-design, monopoly manufacturer's profit in the NC model is higher than monopoly manufacturer's profit in the YC model, and monopoly manufacturer's profit decreases with the reduction of user's co-design efforts. Secondly, when the consumers' valuation to legitimate information products is small, the user's co-design efforts level in YC model is higher than the user's co-design efforts level in YC model. When the consumers' valuation to commercial information products is large, the user's co-design efforts level in YC model is lower than the user's co-design efforts level in YC model. Thirdly, regardless of there being pirated products in the information market or not, the manufacturer's market share when the manufacturer chooses the user co-design is lower than the manufacturer's market share while the manufacturer does not choose the user co-design. Finally, regardless of there being pirated products in the information market or not, when the quality of commercial information products is low, the price of the commercial information products as the manufacturer chooses co-design is lower than the price when the manufacturer does not choose co-design. When the quality of commercial information products is high, the price of the commercial information products as the manufacturer chooses co-design is higher than the price when the manufacturer does not choose co-design.
引文
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[17]潘小军,陈宏民,胥莉.基于网络外部性的产品升级与兼容选择分析[J].系统管理学报,2006,15(2):97-102.PAN Xiaojun,CHEN Hongmin,XU Li.Analysis of product upgrade and compatibility with network externality[J].Journal of systems management,2006,15(2):97-102.
[18]BASU A,BHASKARAN S.An economic analysis of customer co-design[J].Information Systems Research,2018,29(4):779-1068.
[19]赵映雪,聂佳佳,代壮.存在盗版下网络外部性对信息产品定价的影响[J].系统工程理论与实践,2017,37(3):620-630.ZHAO Yingxue,NIE Jiajia,DAI Zhuang.Effect of network externality on pricing of information goods with intrusion of piracy[J].Systems Engineering-Theory&Practice,2017,37(3):620-630.
[2]BALDWIN C,VON HIPPEL E.Modeling a paradigm shift:From producer innovation to user and open collaborative innovation[J].Organization Science,2011,22(6):1399-1417.
[3]THALLMAIER S.Customer co-design.A study in the mass customization industry[M].Wiesbaden:Springer Gabler,2014.
[4]SEYBOLD P B.Outside innovation:how your customers will co-design your company’s future[J].Online,2011(2):62.
[5]TSENG M M,PILLER F.The customer centric enterprise-advances in mass customization and personalization[J].Advances in Mass Customization&Personalization,2003,218(4):361-379.
[6]MENDELSON H,PARLAKTüRK A K.Competitive customization[J].Manufacturing&Service Operations Management,2008,10(3):377-390.
[7]SALVADOR F,HOLAN P M D,PILLER F T.Cracking the code of mass customization[J].Mit Sloan Management Review,2009,50(3):71-78.
[8]TERWIESCH C,LOCH C H.Collaborative prototyping and the pricing of custom-designed products[J].Management Science,2004,50(2):145-158.
[9]范秀成,杜琰琰.顾客参与是一把“双刃剑”--顾客参与影响价值创造的研究述评[J].管理评论,2012,24(12):64-71.FANG Xiucheng,Du Yanyan.Customer participation is a"double-edged sword"--A review about the effects of customer participation in value creation[J].Management Review,2012,24(12):64-71.
[10]姚山季,王永贵.顾客参与新产品开发及其绩效影响:关系嵌入的中介机制[J].管理工程学报,2012,26(4):39-48.YAO Shangji,WANG Yonggui.Customer participation in new product development and its influence on performance:the mediating mechanism of relational embeddedness[J].Journal of Industry Engineering and Engineering Management,2012,26(4):39-48.
[11]韦铁,鲁若愚.多主体参与的开放式创新模式研究[J].管理工程学报,2011,25(3):133-138.WEI Tie,LU Ruoyu.A model of open innovation with multiparticipators[J].Journal of Industry Engineering and Engineering Management,2011,25(3):133-138.
[12]游达明,杨晓辉,朱桂菊.多主体参与下企业技术创新模式动态选择研究[J].中国管理科学,2015,23(3):151-158.YOU Daming,YANG Xiaohui,ZHU Guiju.Research on the dynamic selection of technology innovation models in enterprises with multi-participators[J].Chinese Journal of Management Science,2015,23(3):151-158.
[13]BESEN S M,KIRBY S N.Private copying,appropriability,and optimal copying royalties[J].Journal of Law&Economics,1989,32(2):255-280.
[14]GOPAL R D,SANDERS G L.Preventive and deterrent controls for software piracy[J].Journal of Management Information Systems,1997,13(4):29-47.
[15]SHY O,THISSE J F.A strategic approach to software protection[J].Journal of Economics&Management Strategy,1999,8(2):163-190.
[16]JEONG B K,KHOUJA M,ZHAO K.The impacts of piracy and supply chain contracts on digital music channel performance[J].Decision Support Systems,2012,52(3):590-603.
[17]潘小军,陈宏民,胥莉.基于网络外部性的产品升级与兼容选择分析[J].系统管理学报,2006,15(2):97-102.PAN Xiaojun,CHEN Hongmin,XU Li.Analysis of product upgrade and compatibility with network externality[J].Journal of systems management,2006,15(2):97-102.
[18]BASU A,BHASKARAN S.An economic analysis of customer co-design[J].Information Systems Research,2018,29(4):779-1068.
[19]赵映雪,聂佳佳,代壮.存在盗版下网络外部性对信息产品定价的影响[J].系统工程理论与实践,2017,37(3):620-630.ZHAO Yingxue,NIE Jiajia,DAI Zhuang.Effect of network externality on pricing of information goods with intrusion of piracy[J].Systems Engineering-Theory&Practice,2017,37(3):620-630.