平台型B2C电子商务企业的定价策略研究

发布时间：2018-04-16 08:09

  本文选题：双边市场 + 交叉网络外部性　； 参考：《南京大学》2017年硕士论文

【摘要】：随着信息技术的迅猛发展和智能手机的普及,电子商务也迎来了高速发展的契机。网购已经成为人们不可或缺的生活方式。随着这种购物方式的深入人心,人们对网购的质量要求也越来越高。以提供相对高质量服务的B2C电子商务逐渐超过传统的C2C电子商务成为人们网购的优先选择。在我国,按照运营方式的不同,可以把B2C电子商务分为三种:1、纯自营型2、平台型3、混合型。本文在对这三种平台的优缺点进行分析,得出平台型是今后B2C电子商务的发展趋势。而众多以自营起家的电子商务企业纷纷开放其平台也证实了这种推测。因此本文也就把平台型电子商务作为研究对象。主要从寡头垄断和双寡头竞争两个方面来研究平台型B2C电子商务的定价策略。本文在Armstrong提出的交叉网络外部性和部分多归属的概念上,创新的提出平台匹配成功率的概念。除了研究交叉网络外部性和用户的部分多归属对平台定价的影响,还着重研究平台匹配成功率在垄断和竞争条件下对平台定价的影响。文章分为五个章节,第一章主要介绍本文的研究背景和意义,以及主要的创新点。第二章,介绍双边市场的定义并对双边市场定价文献进行梳理。同时介绍B2C网络购物平台的结构和双边市场特征。第三章构建了寡头垄断模型,通过对模型的推导和进行数值分析得出以下几点成果:1)平台对消费者和商家的定价与两者之间的交叉网络外部性大小有关。2)平台的利润与匹配成功率正相关。第四章在Hotelling模型的基础上,研究两个对称平台的竞争。结果显示,在消费者和商家都是单归属的情形下:1)两个平台对消费者和商家的收费与二者之间的交叉网络外部性有关。2)两个竞争平台对双边用户的定价与平台匹配成功率负相关。在对双边用户部分多归属的情况进行研究发现,1)与双边用户单归属的情况一样,平台对用户的定价与用户的交叉网络外部性有关。2)随着平台匹配成功率的提升,平台的利润先升高后下降。最后,在对比不同用户的平台接入形式时,研究表明:1)起初,用户的交叉网络外部性不大的时候,用户单归属的平台利润比较大。随着用户交叉网络外部性的提高,多归属变得越来越有利。2)起初,平台的匹配成功率比较低的时候,单归属平台的利润比较高,随着平台匹配成功率的不断提升,多归属变得越来越有利。第五章,对全文进行总结,并指出文中存在的不足之处与今后的研究方向。
[Abstract]:With the rapid development of information technology and the popularity of smart phones, e-commerce also ushered in a high-speed development opportunity.Online shopping has become an indispensable way of life.With the popularity of this way of shopping, people are increasingly demanding the quality of online shopping.In order to provide relatively high quality services, B2C e-commerce has gradually become a priority for people to buy online over the traditional C2C e-commerce.In China, B2C e-commerce can be divided into three types: 1: 1, 2 pure, 3 platform, and 3 hybrid.In this paper, the advantages and disadvantages of these three platforms are analyzed, and it is concluded that platform type is the development trend of B2C e-commerce in the future.And many e-commerce enterprises to self-owned open their platforms have confirmed this speculation.Therefore, this paper also takes platform-based e-commerce as the research object.The pricing strategy of platform B2C e-commerce is studied from two aspects of oligopoly and duopoly competition.In this paper, the concept of platform matching success rate is proposed on the basis of the concepts of cross-network externality and partial multi-attribution proposed by Armstrong.In addition to studying the influence of cross-network externalities and partial multi-attribution of users on platform pricing, the paper also focuses on the influence of platform matching success rate on platform pricing under monopolistic and competitive conditions.This paper is divided into five chapters. The first chapter mainly introduces the research background and significance of this paper, as well as the main innovation points.Chapter two introduces the definition of bilateral market and combs the literature of bilateral market pricing.At the same time, it introduces the structure of B2C online shopping platform and the characteristics of bilateral market.The third chapter constructs the oligopoly model.Through the derivation of the model and numerical analysis, the following results are obtained: 1) the pricing of consumers and merchants by the platform is related to the cross-network externality between them. 2) the profit of the platform is positively related to the matching success rate.Chapter 4 studies the competition of two symmetric platforms based on Hotelling model.The results show thatIn the case that both consumers and merchants belong to a single ownership, the two platforms charge consumers and merchants and the cross-network externalities between the two platforms are related to. 2) the pricing of bilateral users by the two competitive platforms is negatively correlated with the success rate of platform matching.In the case of multi-attribution of bilateral users, we find that the pricing of users is related to the cross-network externalities of users. 2) with the improvement of the success rate of platform matching, the pricing of users is related to the cross-network externalities of users.The platform's profit rises first and then falls.Finally, when comparing the platform access forms of different users, the research shows that at first, when the cross-network externalities of the users are not very large, the platform profit with single user ownership is relatively large.With the improvement of user cross-network externality, multi-attribution becomes more and more favorable.) at first, when the success rate of platform matching is relatively low, the profit of single home platform is relatively high, and with the continuous improvement of platform matching success rate,Multiple ownership is becoming more and more advantageous.The fifth chapter summarizes the full text, and points out the shortcomings of the paper and the future research direction.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274
，

本文编号：1758023