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该文分析了双寡头市场结构下视频游戏产业中竞争平台的定价策略。在Bertrand竞争框架下,根据游戏软件开发商是否可以多重注册、平台是否可以承诺价格,该文讨论了4种情形下游戏平台的定价策略,并分析了平台吸引全部用户、核心用户、轻度用户3种策略的定价模式。结果表明:核心用户与轻度用户之间的差异以及游戏软件开发企业是否多重注册,是影响视频游戏产业价格结构及各方利润的重要因素。在视频游戏产业,能否吸引到轻度用户对游戏主机的销量有着至关重要的影响,可以说,抓住了轻度用户就抓住了主机大战的胜利,这些研究结论对于从业企业制订定价策略有一定的参考价值。
This paper analyzes the pricing strategy of competitive platform in the video game industry under duopoly market structure. Under the framework of Bertrand competition, according to whether game software developers can register multiplely and whether the platform can promise the price, this article discusses the pricing strategy of game platform in four situations and analyzes that the platform attracts all users, core users and mild users 3 kinds of strategy pricing model. The results show that the difference between core users and mild users and the multiple registrations of game software development companies are important factors affecting the price structure of the video game industry and the profits of all parties. In the video game industry, the ability to attract light users has a crucial impact on the sales volume of game consoles. It can be said that grasping the slight user captures the victory of the host computer war, and these research conclusions set the price for the practitioners Strategy has a certain reference value.