基于双边市场理论的C2B电子商务平台定价策略研究

发布时间：2018-06-28 08:02

本文选题：双边市场 + 电子商务　；参考：《北京邮电大学》2017年硕士论文

【摘要】：近年来,我国电子商务行业呈现良好发展态势,网络购物生态环境日趋成熟,用户在电子商务网站的购买力也不断提高。随着消费者开始注重个性化的需求,C2B电子商务模式也开始逐步发展。对于C2B电子商务网站,由于其起步较晚,盈利模式尚不明确,目前还没有较为成熟的发展战略,因此有必要对C2B电子商务平台的定价策略进行分析与研究。双边市场理论作为经济学的重要组成部分,对于电子商务行业的策略分析有着极大的帮助。通过以往学术研究成果的分析,我们对于双边市场的基础理论有了一定了解,并确认了目前双边市场主流的定价方式,根据其不同的定价策略影响因素,阐述了几种不同的定价策略。之后对于C2B电子商务平台进行了简要的阐述,通过C2B电子商务平台的双边市场属性的分析,为下文定价模型的探讨打下基础。通过双边市场理论建模分析,研究了在垄断情况下,平台在定价方面的三种主要定价模型,包括注册费、交易费、两步收费三种模式,以及双寡头竞争条件下,平台注册费收费模型。探讨用户组间网络外部性、网络交叉外部性等因素对于定价的影响。通过研究发现,市场两边用户的交叉网络外部性越强,其用户规模越大,平台最终获取的利润也越高;平台提供服务质量越高,虽然平台两侧用户规模会减小,但是收益还是会增加。因此,平台除了要提高平台两侧用户的交叉网络外部性效应,努力提升服务质量水平是提升平台收益的主要方向。之后,本文选取了卡当网作为案例进行研究,并对其提出定价和发展建议。最后,总结了本文研究的主要结论与不足,并指出下一步研究的方向。
[Abstract]:In recent years, China's e-commerce industry presents a good development situation, the ecological environment of online shopping is becoming more and more mature, and the purchasing power of users in e-commerce websites is also increasing. As consumers begin to pay attention to personalized demand, C-B e-commerce model has also begun to develop step by step. For C2B e-commerce website, because of its late start, profit model is not clear, there is no mature development strategy, so it is necessary to analyze and study the pricing strategy of C2B e-commerce platform. As an important part of economics, bilateral market theory is of great help to the strategy analysis of e-commerce industry. Through the analysis of the previous academic research results, we have a certain understanding of the basic theory of the bilateral market, and confirm the prevailing pricing methods of the bilateral market, according to its different pricing strategy factors, Several different pricing strategies are expounded. After that, the paper makes a brief exposition of the C2B E-commerce platform, through the analysis of the two-sided market attribute of the C2B E-commerce platform, it lays a foundation for the discussion of the pricing model below. Through modeling and analysis of bilateral market theory, this paper studies three main pricing models of the platform in monopoly, including registration fee, transaction fee, two-step pricing model, and duopoly competition. Platform registration fee model. This paper discusses the influence of network externalities and intersecting externalities among user groups on pricing. Through the research, it is found that the stronger the cross-network externality of users on both sides of the market is, the larger the scale of users is, and the higher the final profit of the platform is, the higher the quality of service provided by the platform is, although the scale of users on both sides of the platform will be reduced. But the gains will increase. Therefore, in addition to improving the cross-network externalities of users on both sides of the platform, improving the quality of service is the main direction to enhance the platform revenue. After that, this paper selects Cardang net as a case study, and puts forward pricing and development suggestions. Finally, the main conclusions and shortcomings of this study are summarized, and the next research direction is pointed out.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

【参考文献】