双边平台主导企业对用户定价策略研究——以软件平台为例
发布时间：2018-08-28 20:32
【摘要】：双边平台主导企业对用户的定价策略关系到平台的发展与竞争优势。构建平台主导企业对双边用户的定价模型并进行仿真分析,揭示主导企业的定价策略及其影响因素。研究结果表明:开发者间接网络外部性正向影响开发者获得的收益分成比例,反向影响双边用户接入费;平台匹配能力正向影响双边用户接入费,反向影响开发者收益分成比例;平台在终端用户边差异化程度正向影响终端用户接入费,反向影响开发者收益分成比例,平台在开发者边差异化程度对双边定价的影响取决于开发者间接网络外部性及其归属性选择;平台主导企业通过在收取接入费与收益分成之间合理调节来维持自身收益。对双边平台主导企业的差异化、价格结构等相关决策有重要启示。
[Abstract]:The pricing strategy of the two-sided platform-dominated enterprises is related to the development and competitive advantage of the platform. In order to reveal the pricing strategy of the leading enterprise and its influencing factors, the pricing model of the platform leading enterprise to the bilateral users is constructed and simulated. The results show that the indirect network externalities of developers positively affect the share of income obtained by developers, and negatively affect the access fees of bilateral users, and the ability of platform matching positively affects the access fees of bilateral users. The degree of platform differentiation at the end user side has a positive impact on the end user access fee, and a reverse impact on the developer income share ratio. The influence of the degree of platform differentiation on the bilateral pricing depends on the indirect network externalities of developers and their attribute selection. Platform leading enterprises maintain their own income by adjusting reasonably between charging access fees and revenue sharing. It has important implications for the differentiation, price structure and other related decisions of bilateral platform leading enterprises.
【作者单位】： 湖南大学工商管理学院;
【基金】：国家自然科学基金项目(71172193,71472061) 教育部高校博士点基金项目(20130161110032)
【分类号】：F274
[Abstract]:The pricing strategy of the two-sided platform-dominated enterprises is related to the development and competitive advantage of the platform. In order to reveal the pricing strategy of the leading enterprise and its influencing factors, the pricing model of the platform leading enterprise to the bilateral users is constructed and simulated. The results show that the indirect network externalities of developers positively affect the share of income obtained by developers, and negatively affect the access fees of bilateral users, and the ability of platform matching positively affects the access fees of bilateral users. The degree of platform differentiation at the end user side has a positive impact on the end user access fee, and a reverse impact on the developer income share ratio. The influence of the degree of platform differentiation on the bilateral pricing depends on the indirect network externalities of developers and their attribute selection. Platform leading enterprises maintain their own income by adjusting reasonably between charging access fees and revenue sharing. It has important implications for the differentiation, price structure and other related decisions of bilateral platform leading enterprises.
【作者单位】： 湖南大学工商管理学院;
【基金】：国家自然科学基金项目(71172193,71472061) 教育部高校博士点基金项目(20130161110032)
【分类号】：F274
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