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題名:數位商品產業保護政策、訂價與廣告策略之研究
作者:林怡芯
作者(外文):Lin, Yi Shin
校院名稱:中華大學
系所名稱:科技管理研究所
指導教授:李堯賢
學位類別:博士
出版日期:2006
主題關鍵詞:數位商品保護政策訂價策略廣告策略社會福利Digital ProductsProtection PolicyPricing StrategiesAdvertising StrategiesSocial Welfare
原始連結:連回原系統網址new window
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本文發現若數位商品業者依照杜絕剽竊後的合法使用人數來提撥研發經費(即變動成本)或提撥固定經費(即固定成本)時,會造成數位商品業者利潤增加、硬體業者利潤和消費者剩餘降低。數位商品業者利潤增幅對社會福利是有利的,但硬體業者利潤和消費者剩餘的降幅對社會福利是不利的。另外,若數位商品業者未顧及消費者權益而提高售價,會使數位商品購買率和利潤的增幅逐漸降低,最後對消費者剩餘、數位商品業者、硬體業者和社會福利產生不利的現象。
在數位商品業者同時經營實體通路市場與虛擬通路市場時,本文發現收費制虛擬版數位商品對數位商品業者是最有利的。另外,本文也發現當數位商品業者提供收費實體版和免費虛擬版時,虛擬版的使用人數越多時更有助於提升實體版的購買人數。
再者,若兩家經營虛擬通路市場的數位平台業者,若一家採用會員收費制,另一家採用會員免費制和以廣告為獲利來源。此時,本文發現(1)從會員費角度而言,消費者的基本效用和廣告效益對收費之數位平台制定會員費具有正向效果,但廣告反效果對會員費卻有反向效果;(2)從廣告費角度而言,消費者的基本效用和廣告效益對提高免費之數位平台的廣告費具有正向效果,但廣告反效果對制定廣告費有反向效果;(3)從會員數角度而言,若要提高收費之數位平台的會員人數,可以透過提高人潮效果和廣告反效果。若要提高免費之數位平台的會員人數,可以藉由提高消費者的基本效用和廣告效益;(4)從廣告量角度而言,廣告效益和消費者的基本效用越高時,免費之數位平台的廣告量越高,但廣告反效果越大,會降低廣告量;(5)收費的數位平台業者無法賺得超額利潤,推究其原因可能兩數位平台帶給消費者的基本效用相等,所以消費者會選擇不需要付費的數位平台,即使該數位平台上放置廣告來影響使用數位商品的效用;(6)社會福利極大化的最適廣告量與基本效用呈現一拋物線關係,亦即,消費者對數位商品的基本效用或使用評價越高,則數位平台超額接受刊登的廣告量越大。
This dissertation uses a game theory approach to investigate three subjects. The first part investigates the effects of protection policy on the prices of the digital products and the hardware, consumer’s surplus and social welfare. We find that in the presence of digital products piracy, an increase in the basic utility of the legal digital products increases consumer’s surplus and social welfare In the case of no digital products piracy, an increase in the unit R&D cost decreases consumer’s surplus and social software. The firm’s digital products price is higher under no digital products piracy and the hardware firm’s hardware price is higher under digital products piracy. When the firm implements digital products protection, consumer’s surplus falls. In addition, our result shows that in general the social welfare level is higher in the presence of digital products piracy.
The second part studies the effects of a digital company adopting the different pricing strategies to virtual digital products on the company’s profit, consumer’s surplus and social welfare. We show that after a digital company charging for virtual digital products, a part of users of virtual digital products is unwilling to pay the products; this does not influence the users who use the entity digital products, as a result the consumer's surplus falls. Because the effect of decreasing the consumer's surplus is greater than that of the increasing profit of the company, social welfare decreases. Therefore, the charging strategy is economic efficiency.
Finally, the third part compares two competing digital platforms with/without paid. We show that the paid digital platform doesn’t earn excess profits and the relationship between socially - optimal advertising and basic utility of virtual digital products are parabolic-related.
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