摘要
移动应用商店的出现,彻底颠覆了以硬件为主导的时代,是移动互联网市场上极大的机遇,也使应用软件成为衡量手机成功与否的标准。苹果公司APP Store(应用商店)的巨大成功,引来了无数终端厂商、互联网企业甚至电信运营商的争相效仿,一时间行业大热,但苹果的成功并不是轻易可以复制的。以苹果公司为代表的封闭平台正在受到以Andriod为代表的诸多开放平台的挑战,他们在争夺移动用户的同时,也在进行着盈利模式、产业链发展等多方面的比较与竞争。
由于移动应用商店的新兴性,目前关于移动应用商店的研究尚少。理论层面上看,移动应用商店是一个非常典型的双边市场,关于移动应用商店的定价模式、盈利模式和产业链上各主体行为都可以遵循博弈论中的双边市场理论。但是该领域的现有研究尚存理论研究缺失,且现有利用双边市场理论研究平台主体行为的文献中,很少考虑到用户的个体差异。本文在对盈利模式的研究中,考虑了用户的个体广告偏好差异,丰富该领域的理论研究。从实践层面上看,移动应用商店的发展现状也揭示出面临的一个共性问题,前向收入较少,不足以支撑所有开发者获得相应的收入或理想的收入。而同时手机广告市场远未成熟,后向收费盈利模式的可行性仍有待考证。因此,究竟是那种收费模式能够更好地盈利,更适合目前国内的电信市场,是本文重点关注并试图解答的问题。
论文的主要研究内容包含以下几个方面：
1.利用双边市场理论,在封闭平台以及开放平台情况下,比较移动应用商店在前向收费模式和后向收费模式F的盈利能力差异,并给出在以利润最大化为前提下的平台商的最优定价、产量等行为决策。为从事移动应用商店行业的企业,如何更好地选择盈利模式、从而更好地盈利,提供参考建议：
2.着眼移动应用商店后向收费的盈利模式,加入个体对广告偏好差异这主要变量,分析在这个变量影响下,移动应用商店行业的企业的最优策略选择,丰富了移动应用商店后向收费模式的策略参考。
3.在开放平台的平台竞合策略分析部分,通过对纵向一体化、互联互通和利益分配三种典型策略的模型分析,为移动应用商店的策略选择和现实实践提供借鉴。
4.分析广告商不同接入方式下移动应用商店的后向收费模式策略和变化,以及广告投入量和用户广告偏好对平台利润的影响。
本文研究的创新点主要体现在以下几个方面：
1.研究对象的创新。以移动应用商店为研究对象,比较分析不同的市场环境、收费模式、平台策略和广告商接入方式对其盈利模式的影响,填补该领域理论研究的空缺。
2.研究方法的创新。基于双边市场理论的研究方法,在盈利模式分析中加入广告偏好差异这一变量,分析不同偏好程度的用户对于平台选择的影响。
总的来说,文章通过理论溯源、模型构建和案例分析,得出的主要结论包括对盈利模式中几种典型收费模式的比较分析、对不同平台运营策略的比较分析以及对广告商不同接入方式下盈利模式的比较分析等几个方面,对移动应用商店选取不同的盈利模式和策略具有理论和实践的双重意义。
The emergence of the mobile applications store thoroughly overturned the era led by hardware which is a great opportunity of mobile Internet market, and it also makes the application software become criterion measuring whether a mobile phone is successful or not. The great success of Apple APP Store drew imitation from countless terminal manufacturers, Internet enterprises and telecommunications operators. The industry becomes very popular and compelling, but the success of Apple can't be copied easily. The closed platforms represented by Apple are under challenge from open platforms represented by Andriod, when they compete for the mobile user, they are also making comparison and competition on profit model, the industry chain development and other aspects.
Because of the emerging sex of the mobile applications store, studies on mobile application store are still less at present. In theory, the mobile application store is a very typical bilateral market, mobile application store pricing model, profit model and the behavior of every subject on the industry chain can follow bilateral market theory of the game theory.But there exists lack of theoretical research in the current research field, and the existing literatures using bilateral market theory to study main body behavior seldom consider individual differences of users. This paper has considered the user's individual advertising preference difference in study on profit model, and expanded the theoretical research in this field. In practice, the present development situation of the mobile application store reveals a common problem, the income from former is less, and can't support all the developers to get corresponding income or ideal income. While the mobile advertising market is not mature, and the feasibility of the profit model earned from back-end remains to be proved. So what kind of charging system can earn better, and can be suitable for the current domestic telecommunications market, is the question to focus on and to answer in this paper.
The main research contents of this paper contain the following several aspects:
1. Compare the mobile applications store's profitability differences between the front profit model and the back profit model using bilateral market theory, on a closed platform and on an open platform, and give Flat Taiwanese behavior decision such as optimal pricing, yield at the premise of profit maximization. Provide the reference suggestion for enterprises in the mobile applications store industry on how to choose profit model better so as to earn better.
2. Focus on the back charing profit model of the mobile application store, add the individual preference difference of advertising as a major variables, and analysis the optimal strategy choice of enterprises in the mobile application store industry under the influence of this variables. Expand the theoretical the strategy reference of the back charing system of the mobile application store.
3. In the part of the competition strategy analysis on the open platform, provide reference about mobile application store's strategy choice and practice through model analysis on three typical strategies including the vertical integration, the interchange and the interest distribution.
4. Analyze the strategy and change of mobile application store's back charing system in advertisers'different access way, and the influence of advertising inputs, and user preference for advertising on platform profits.
This paper has the following innovations:
1. The innovation of research object. Make mobile application store as the research object, compare and analysis the influences of different market environment, charging system, platform strategy and advertisers access to the way on its the profit model. Fill theory research vacancy in this field.
2. The innovation of research method. Add the individual preference difference of advertising variables in profit model analysis based on the study method of bilateral market theory to the influence of users having different preferences on the platform choice.
In general, through theoretical review, model construction, and case analysis, the main conclusion includes the comparison and analysis on some typical types of charging system, on different platforms operating strategy, on charing system in advertisers'different access way and other aspects, which has the theory and practice meaning for mobile applications store to select different profit model and strategy.
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