Pricing On Technology Standard License Of Hi-Tech Enterprises

Developing technology standard successfully is not necessarily successful in the technology standard competition of hi-tech enterprises. The market value of technology standard not only depends on the size of end users, but also on the diversification of middleware, compatible and supporting products. Technology standard system not only consists of some core enterprises which develop basic components, middleware based on technology standard, but also consists of supporting technology developers such as middleware manufacturer, terminal manufacturer, operator, content and application developer. In order to attract various supporting technology developers adopt the technology paradigm of technology standard, technology standard developers have to make different technology standard pricing strategies for different standard licensee by price lever. This will help to make a reasonable income distribution and realize collaborative effect among the technology standard developers and supporting technology developers. The aim of pricing for technology standard is not break-even of one supporting technology developer or one license price level, but the global optimization for the price structure of various supporting technology developers.Cross-group network externality is an important basis of price discrimination for technology standard developers. This paper summarized the recent research progress of externality theory and put forward the method of endogenous externality from the perspective of externality concept and character, contracting behavior and tactics of externality endogenization, mechanism of externality endogenization, realizing conditions of externality endogenization. Platform, as a "Market Contract", is an important organization and institution arrangement of realizing cross-group network externality "endogenization" for two-sided or multi-sided market users. The technology standard of hi-tech enterprise has some characters like platform, such as multi-sided market user, cross-group network externality of user demand, asymmetric price structure. Therefore, it is important for this paper to explore the pricing method of technology standard by method of multi-sided market of platform, method of externality endogenization, method of asymmetric pricing.This paper put forward basic pricing modes of technology standard of hi-tech enterprises through analyzing the member type of technology standard of hi-tech enterprises, the externality mechanism among multiple members, the character of technology standard, the asymmetric pricing of multiple license of technology standard. Those pricing modes consist of charge mode, free mode and subsidy mode. In addition, this paper studied some pricing strategies from the perspective of technology standard pricing strategy of hi-tech enterprises, including discriminatory pricing, bundled pricing, cross-subsidy pricing, asymmetric pricing, penetration pricing.Through studying the game elements and game relations of technology standard pricing, this paper made a Nash equilibrium analysis of technology standard, and then deduced the utilization function and Nash equilibrium of licensor and licensee. This paper also constructed two-stage game model of asymmetric pricing of technology standard license, and analyzed the effect mechanism of network externality on licensor and licensee, finally made a model application and empirical research.