双边市场中用户满意度与平台战略的选择

发布时间：2018-08-30 19:36

【摘要】：目前,有关双边市场理论的研究多在单期博弈模型中展开,并未在多期的情况下考虑平台的动态定价问题.显然,这与两边用户总是在平台中展开多次交易,平台总是面临动态定价的客观现实相违背.基于此,本文构建了一个双寡头两期动态博弈模型,通过引入用户满意度,研究了双边平台在不同定价策略(统一定价策略和歧视定价策略)和不同战略(短期战略和长期战略)情形下的最优定价,比较了策略间和战略间的差异性和有效性.研究发现:第一期获得较大市场份额并不能保证平台在第二期竞争中占据优势地位,也不能保证获得较高重复购买率;歧视定价策略比统一定价策略更有利于平台获得较高利润,而不利于两边用户效用和社会福利水平的提升;(歧视定价策略,歧视定价策略)是帕累托上策均衡解;两期社会福利总水平仅仅与平台的定价策略有关,而与平台的战略无关.
[Abstract]:At present, the researches on the bilateral market theory are mostly carried out in the single-period game model, and the dynamic pricing of the platform is not considered in the multi-period situation. Obviously, this is contrary to the objective reality that users on both sides always trade in the platform many times and the platform always faces dynamic pricing. Based on this, this paper constructs a two-stage dynamic game model of duopoly, and introduces user satisfaction. The optimal pricing of bilateral platforms under different pricing strategies (uniform pricing strategy and discriminatory pricing strategy) and different strategies (short-term strategy and long-term strategy) is studied. The differences and effectiveness between and among strategies are compared. The results show that: the first phase of the market share can not guarantee the platform in the second phase of the competition to occupy an advantage, nor can it guarantee a higher rate of repeat purchase; The discriminatory pricing strategy is more favorable to the platform than the unified pricing strategy, which is not conducive to the improvement of the utility and the social welfare level of the users on both sides, (discriminatory pricing strategy, discriminatory pricing strategy) is Pareto's best policy equilibrium solution. The total level of social welfare in the two periods is only related to the pricing strategy of the platform, but not to the strategy of the platform.
【作者单位】：山西大学管理与决策研究所;山西大学经济与管理学院;山西财经大学财政金融学院;
【基金】：国家自然科学基金资助项目(71102118) 中国博士后基金特别资助项目(2014T70232);中国博士后基金面上资助项目(2013M530890) 山西省高等学校优秀青年学术带头人资助项目(2015050025) 山西省归国留学人员科研资助项目(2015-024) 山西省高等学校“131”领军人才工程资助项目(2016052007)
【分类号】：F274;F713.55

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