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A Study On Market Strategy Of Copyright Protection For Software Products With Network Externalities

Posted on:2007-03-26Degree:MasterType:Thesis
Country:ChinaCandidate:W F YeFull Text:PDF
GTID:2189360212477816Subject:Technical Economics and Management
Abstract/Summary:PDF Full Text Request
With the development of high and new-technology, the software products and services have revealed a new feature——network externalities. It has an important influence on the decision of copyright protection and market strategy for enterprises.Based on the feature of network externalities, this article formes the game model of product lines and product pricing combined with the consumer utility function. In the game model of software products lines, I analyzed the balance price, the balance demand, the balance profit of software enterprises and the social welfare in the different markets. Form the cases of Symantec Co. Ltd and Autodesk Co. Ltd; we get to have a better understanding of gaining market success with the strategy of product lines. In the model of software products pricing, I analyzed the reason why the pirated products pushed out the original products in the software market and gave some advice to software enterprises. Form the cases of Microsoft Co. Ltd and Adobe Co. Ltd; we get to have a better understanding of reducing pirated products and increasing the original products with the reasonable pricing.At the end, I analyzed how the software enterprises should confront with the jam of copyright protection combined with the characteristic of Chinese market. When the law protection and encryption techniques are invalid, the software enterprises should push sales of original products with the marketable manners. On the one hand, in order to enlarge the consumer network and accumulate the network externalities, the software enterprises should design product lines to satisfy different consumers'meets. On the other hand, the software enterprises must make more reasonable measures of product pricing to advance the ratio of quality and price. Based on the measures, the software enterprises could cultivate more consumers of original products and get more profits.
Keywords/Search Tags:Network Externalities, Software Products, Copyright, Market Strategy
PDF Full Text Request
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