数字产品“免费”的原因、模式及盈利对策研究

基于供求规律、博弈论和网络经济相关理论，本文首先分析了数字产品免费的原因，指出由于数字产品边际成本为零、原始投入急剧下降、互联网为其提供免费平台、数字产品免费的心理效应更强、数字产品日趋过剩、数字产品供应商非零和博弈等原因，数字产品必须免费。然后描述了数字产品免费模式的演变与发展，并基于三方市场和Freemium模式进一步说明数字产品应该免费存在。在此基础上，对免费背景下实现数字产品盈利的对策进行了探讨，提出将免费作为起点，基于定制产品、高级特征和增值服务收费；基于过剩思维，将注意力和时间作为稀缺资源，将兴趣和高度投入作为收入来源；规定多元化的收费标准，加大价格区间跨度，采用灵活多变的定价策略等建议。旨在为我国互联网企业深入了解数字产品免费原因、适应免费模式发展变化、采取有效的盈利策略从而增加企业利润提供决策依据。

Study on Reasons for Free,Free Patterns and Monetization Strategy of Digital Products

Based on laws of supply-demand,game theory and relating theories of network economy,this paper firstly analyzed the reason for free of digital products and pointed out that free digital products should be existed due to their zero marginal cost,rapid decreases of original input,free platform offered by Internet,more powerful psychological effect,abundance as well as the non-zero-sum games between the suppliers. Then it described the development of digital products free pattern,and further stated the necessity of free of digital products based on the detailed analysis of the three-party and Freemium model. Based on these two parts,it then discussed the monetization strategy of digital products under the free background,and suggested that digital enterprises should do commerce from free,and charge based on customized products,advanced features and added value; guided by abundance thinking,take users' attention and time as scarcity resources,and take their interests and high level engagement as revenue resources; stipulate diversified charging standards,increase the span of prices range,and adopt flexible pricing strategy. It focused on providing the decision taking base for our digital enterprises to understand the reason for free of digital products,follow the development of free pattern evolution,and take effective monetization strategy so as to make and increase their profits.