双边市场异业合作网络平台的定价策略

发布时间：2018-05-12 19:11

本文选题：双边市场 + 网络平台　；参考：《运筹与管理》2017年08期

【摘要】：本文以网络平台异业合作为背景,在Hotelling模型框架下,基于双边用户都是部分多归属的假定,结合平台采取异业合作可以提高用户固有收益这一前提,分析了产品和服务的差异化程度、拥挤效应及组间网络外部性强度对网络平台定价策略的影响。结果显示,双边用户的组间网络外部性强度不同时,随着拥挤效应的增强或产品和服务的差异化程度的提高,无论是在位平台还是采取异业合作的新进入平台,都会对一边用户提高,而对另一边用户降低收取的交易费;组间网络外部性强度相同时,平台对双边用户收取的交易费相同,且只与用户固有收益及交易量有关。研究表明,新进入市场的网络平台不应采取传统双边市场中常用的价格战策略来争夺市场份额,而应积极采取异业合作,通过提供优质优价的产品和服务来同在位平台竞争。
[Abstract]:In this paper, based on the background of network platform business cooperation, under the framework of Hotelling model, based on the assumption that both bilateral users are partly attributable, combined with the premise that the platform adopts different industry cooperation to improve the user's inherent income, the difference degree of product and service, congestion efficiency and network external strength to network platform pricing are analyzed. The results show that the inter group network externality intensity of bilateral users is different. With the enhancement of the crowding effect or the increase in the degree of differentiation of products and services, both on the platform and in the new entry platform of the different industry cooperation, each user will be improved, and the transaction fee charged to the other side will be reduced; When the network externality is the same, the transaction fees charged by the platform for bilateral users are the same, and it is only related to the intrinsic income and volume of the users. The research shows that the new network platform in the new market should not take the price war strategy commonly used in the traditional bilateral market to compete for market share, but it should take active cooperation to provide excellent quality. The price of the products and services to compete with the platform.

【作者单位】：华中科技大学管理学院;
【基金】：教育部人文社会科学研究规划基金“网络平台企业间的竞合博弈及协调机制研究”(14YJA630091) 湖北省科技厅软科学研究专项资助项目“高等院校科技创新人才开发与培养研究”(2015BDF096)的阶段性研究成果
【分类号】：F273.7

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