基于消费者搜索行为的数字产品供应链最优版权保护策略
首发时间:2020-12-09
摘要:版权保护技术是阻击盗版的重要手段,然而数字产品企业对于版权保护技术的看法不尽相同。针对数字产品供应链如何设定最优的版权保护水平,根据数字产品市场中两类潜在的消费者-伦理消费者和普通消费者,构建基于消费者搜索行为的供应链企业利润模型,研究制造商和零售商的最优版权保护水平。研究结果表明:当伦理消费者的市场规模较小时,制造商和零售商的利润均会随着版权保护水平的提高而增加,因此制造商和零售商都应采取最强力度的版权保护水平;随着伦理消费者市场规模的增大,较高的版权保护水平可能会降低制造商和零售商的利润,此时制造商和零售商应采取宽松的版权保护政策,然而与零售商采取版权保护水平相比,制造商会采取相对更高的版权保护水平,而且这会使得供应链整体的利润更高;此外,当伦理消费者的市场规模较大时,制造商和零售商的质量改进,会随着版权保护水平的提高而受到抑制。
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Optimal Copyright Protection Strategy of Digital Product Supply Chain Based on Consumer Search Behavior
Abstract:Copyright protection technology is an important means to prevent piracy. However, digital product companies have different views on copyright protection technology. Aiming at how to set the optimal level of copyright protection for the digital product supply chain, based on two types of potential consumers in the digital product market -- ethical users and unethical users, the profit model of supply chain enterprises based on consumer search behavior is constructed, and the optimal level of copyright protection of manufacturers and retailers is studied. The research results show that: when the market size of ethical users is small, the profits of manufacturers and retailers will increase with the improvement of copyright protection level. Therefore, manufacturers and retailers should adopt the strongest copyright protection level; With the increase of the market size of ethical users, a higher level of copyright protection may reduce the profits of manufacturers and retailers. At this time, manufacturers and retailers should adopt loose copyright protection policies, but compared with retailers to set copyright protection level, manufacturers will adopt a relatively higher level of copyright protection, and it will make the overall profit of the supply chain higher. In addition, when the market size of ethical users is large, the quality improvement of manufacturers and retailers may be reduced with the improvement of copyright protection level.
Keywords: copyright protection piracy consumer search supply chain digital product
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基于消费者搜索行为的数字产品供应链最优版权保护策略
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