网络经济下免费商业模式的品牌机制研究

网络经济下免费已经成为一种长期的、成熟的商业模式.文章基于免费商业模式的理论基础,认为免费商业模式的内在机制是基础业务免费和增值产品收费,构建了品牌机制模型进一步证明了免费商业模式最优化的利润与品牌信用度、品类需求强度呈正比关系,与增值产品价格呈反比关系.通过对免费与收费商业模式盈利能力比较分析,论证了当增值产品种类数量更多、品类需求强度更大时免费商业模式盈利能力要强于收费商业模式.在此基础上,以腾讯公司免费商业模式为例验证了本研究成果,并提出了打造优质免费业务、实施正确的品牌策略、推出多种品类需求强度较大的增值产品三大免费商业模式经营策略.

Study on the Brand Mechanism of Free Business Model in Network Economy

Free economy has become a long-term and mature business model in network economy.Based on the theoretical ba sis of free business model,this paper considers that the internal mechanism of free business model is the free basic business and value-added products charge,and builds a brand mechanism model.Furthermore,it proves that the optimize profits of free business model have the positive relationship with brand credit degree and category demand strength,while has the in verse relationship with prices of value-added products.Through the comparative analysis of profitability between free and fee business model,the paper demonstrates the profitability of the free business model is better than fee business model when the number of value-added products categories is more and category demand strength is greater.Based on this,the paper verifies the results by the case of Tencent’s free business model and proposes three strategies for free business model,including building high-quality free business,implementing the right brand strategy and launching multiple value-added products with greater category demand strength.