考虑客户忠诚的网络服务价控策略

摘要

Based on a comprehensive consumer utility function, this article characterizes network users' consumer choice behavior based on customer loyalty. Under the condition of ISPs pursuing expected profit maximization, the mixed strategy equilibrium of ISPs price competition in dynamic game is obtained. Based on this, the impact of customer loyalty on the network service price control policies is analyzed. The results show that the non-loyal customer loyalty behavior of network users tend to play a catalytic role on corresponding ISP benefits and ISP incremental revenue has a positive correlation with the non-loyal user preferences, which further validates the change ISPs development strategy.%文章基于消费者综合效用函数，刻画了网络用户基于客户忠诚的消费选择行为，在ISPs追求期望利润最大化的条件下，得到了动态博弈中ISPs价格竞争的混合策略均衡，在此基础上分析了客户忠诚对网络服务价控策略的影响，结果表明非忠诚网络用户的客户忠诚行为倾向会对相应ISP的收益起到促进作用，并且ISP收益增量与非忠诚用户偏好之间呈正比关系，进一步验证了ISPs发展战略的转变。