Abstract: The emergence of more and more influential open-source operating system platforms (such as Linux) tremendously impacts the traditional proprietary operating system platforms(such as Microsoft’s Windows). Based on two-sided markets framework, this paper studies the pricing strategies of proprietary platform in the face of competition from open-source platforms. It finds that the proprietary platform’s pricing structure of charging users and subsiding for application software developers is decided by the relative strength of cross network externalities between users and application software products, the additional costs(such as higher learning and maintenance costs)and benefits(such as individuation and better stability)when users use open-source platform relative to proprietary platform will indirectly affect proprietary platform’s pricing strategies, and proprietary platform’s pricing structures may differ compared with the case of proprietary platform monopolizing. Moreover, this difference depends on the gap between the additional costs and benefits when users use open-source platform relative to proprietary platform.

Key words: enterprise management, pricing strategy, two-sided market theory, operating system

摘要： 越来越多有影响力开源操作系统平台的兴起(如Linux),对传统的专有操作系统平台(如微软的Windows)形成巨大的冲击。本文借用双边市场理论框架探讨专有操作系统平台在面对开源操作系统平台竞争时的定价策略问题。主要结论如下:①专有操作系统平台对平台用户收费和向应用软件开发商补贴的定价结构是由平台用户和应用软件开发商之间两类交叉网络外部性相对强弱决定的;②用户使用开源操作系统平台相对于专有操作系统平台需承担的额外费用(如较高的学习成本和维护费用)和获得的额外好处(如可个性化和较好的稳定性)均会间接影响专有操作系统平台的定价策略;③与专有操作系统平台独占市场的情形对比发现,两种市场结构下专有操作系统平台的定价结构可能存在差异,并且这种差异依赖于平台用户使用开源操作系统平台与使用专有操作系统平台相比额外需承担费用和额外获得好处的差距。

关键词: 企业管理, 定价策略, 双边市场理论, 操作系统