平台企业差异化服务及其定价策略研究

发布时间：2018-03-06 20:31

本文选题：双边市场　切入点：差异化服务　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科学技术的发展和互联网的普及,电子商务网络信息安全性持续提升,同时,网络购物的便利性和物美价廉的商品也在不断吸引着消费者,网络零售市场的发展一直处于高速增长的趋势。随着供应商和消费者越来越多的参与到网络平台进行交易,平台企业在不断的提升其价值和服务质量,包括对供应商产品质量的严格审核,根据消费者的搜索偏好显示商品,为消费者提供多样化和差异性的产品,更好的实现供应商和消费者的匹配。本文以双边市场理论为基础,对网络零售平台企业的差异化竞争和定价策略进行研究。首先,本文对双边市场的定义、特征、分类和定价理论进行了介绍;其次,通过文献综述对国内外学者Rochet、Armstrong、Calliaud、Hagiu、纪汉霖、王娜和岳中刚等人在双边市场的研究成果进行了归纳和总结;最后,对网络零售平台的双边市场的市场结构和双边市场的特征进行了概述。本文第四章通过构建数理模型对双边市场中垄断平台企业的差异化服务和定价策略进行了分析,垄断平台企业在市场中提供的差异化服务顺序不同,消费者和供应商根据差异化服务的偏好对平台差异化服务的选择不同,从而影响平台企业的定价和利润。当平台企业先提供低质量服务,延时提供高质量服务时,对高质量服务的定价会偏低;当平台企业先提供高质量服务,延时提供低质量服务时,这种条件下平台获得的利润是最大的。随后本文以阿里巴巴集团旗下的淘宝网和天猫商城为例,对高质量和低质量的平台服务在现实中的应用进行比较分析。本文的第五章对双边市场中竞争平台提供的差异化服务及定价策略分析,引入Hotelling模型构建出低质量服务平台与高质量服务平台之间的竞争,证明了低质量平台获得的利润大于高质量服务平台获得的利润。现实中高质量的平台服务更能赢得供应商和消费者信任,有利于平台后期的发展。因此,低质量服务平台的策略是推出高质量的服务与竞争对手竞争。在现实世界中,当高质量服务平台京东商城开放平台允许第三方供应商入驻平台的时候,阿里巴巴集团将低质量淘宝网和高质量的天猫商城分离出来,高质量的平台服务天猫商城和京东商城进行平台竞争。最后部分是对全文进行总结,说明了本文研究的局限性和对未来研究的展望。
[Abstract]:With the development of science and technology and the popularization of the Internet, the security of electronic commerce network information continues to improve, at the same time, the convenience of online shopping and cheap goods are also attracting consumers. The development of online retail market has been in the trend of rapid growth. As more and more suppliers and consumers participate in the network platform transactions, platform enterprises are constantly improving their value and service quality. Including strict audit of suppliers' product quality, displaying goods according to consumers' search preferences, providing consumers with diversified and different products, and better realizing the matching between suppliers and consumers. This paper is based on bilateral market theory. Firstly, this paper introduces the definition, characteristics, classification and pricing theory of bilateral market; secondly, through literature review, it introduces the domestic and foreign scholars Rochet Armstrong Calliard Hagiu, Ji Hanlin. Wang Na and Yue Zhonggang and others in the bilateral market research results were summarized and summarized; finally, This paper summarizes the market structure and the characteristics of the bilateral market of the online retail platform. Chapter 4th analyzes the differentiated services and pricing strategies of the monopolized platform enterprises in the bilateral market by building mathematical model. Monopoly platform enterprises provide different service order in the market, consumers and suppliers choose different platform differential services according to the preference of differentiated services. This will affect the pricing and profit of platform enterprises. When the platform enterprises first provide low-quality services, delay to provide high-quality services, the pricing of high-quality services will be low; when the platform enterprises first provide high-quality services, In the case of delay in providing low-quality services, the platform gains the largest profit under this condition. Subsequently, this paper takes Taobao and Tmall, which are owned by Alibaba Group, as an example. This paper compares the application of high quality and low quality platform services in reality. Chapter 5th of this paper analyzes the differentiated services and pricing strategies provided by competitive platforms in bilateral markets. Hotelling model is introduced to construct the competition between the low quality service platform and the high quality service platform. It is proved that the profit of the low quality platform is greater than that of the high quality service platform. In reality, the high quality platform service can win the trust of the suppliers and consumers, which is beneficial to the later development of the platform. The strategy of the low-quality service platform is to offer high-quality services to compete with competitors. In the real world, when JingDong Mall, a high-quality service platform, opens its platform to allow third-party suppliers to enter the platform, Alibaba Group separates the low-quality Taobao from the high-quality Tmall, and the high-quality platform services Tmall and Tmall Mall compete on the platform. The last part is a summary of the full text. The limitations of this study and the prospects for future research are explained.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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