分享激励模式下社会化商务平台定价策略研究

发布时间：2018-03-19 16:46

本文选题：社会化商务　切入点：定价策略　出处：《软科学》2017年10期 　论文类型：期刊论文

【摘要】：基于双边市场理论,考虑消费者的信息分享行为,研究了社会化商务系统中商家、平台独立激励消费者以及商家和平台同时激励消费者3种情况下,社会化商务平台的定价策略。同时,讨论了在平台发展不同阶段,社会化商务平台的价格策略选择问题。研究发现:消费者得到的奖励转嫁到平台对其收取的费用之中,没有分享信息的消费者为已经分享信息的消费者买单;平台独立激励消费者时,其利润随着奖励的提高而降低;在平台发展的起始阶段,不适合采用商家和平台同时激励消费者的策略,在平台发展的成熟阶段,不适合采用平台独立激励消费者的策略。
[Abstract]:Based on the bilateral market theory and considering the information sharing behavior of consumers, this paper studies three situations in the socialized business system, namely, the merchants, the platform motivates the consumers independently, and the merchants and the platform simultaneously motivate the consumers. At the same time, the pricing strategy of social business platform is discussed in different stages of the development of the platform. The results show that the rewards received by consumers are passed on to the fees charged by the platform. Consumers who do not share information pay for the consumers who already share the information; when the platform motivates consumers independently, their profits decrease with the increase of rewards; in the initial stage of the development of the platform, It is not suitable to adopt the strategy of encouraging consumers at the same time. In the mature stage of platform development, it is not suitable to adopt the strategy of encouraging consumers independently.
【作者单位】：东南大学经济管理学院;
【基金】：国家自然科学基金项目(71371050) 江苏省普通高校研究生科研创新计划项目(KYLX15-0193)
【分类号】：F274

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