基于卖家分散化决策的双边平台价格模式研究

发布时间：2018-11-02 07:50

【摘要】：在卖家分散化决策和平台面临弹性需求的基础上,分析了固定收费、交易费、两部收费和利润分成制四种价格模式在双边市场中的应用策略,基于平台所获利润对以上四种收费模式进行了比较。研究发现:尽管交易费或两部收费更有利于平台从卖家身上获取更高比例的剩余,但由于扭曲了卖家的努力水平,因此并不一定能够使平台获得更高的利润;利润分成制和固定费都能够激励卖家达到最优的努力水平,而利润分成制获取卖家剩余的能力更强,因此一定在利润上优于固定费;利润分成制在卖家激励方面优于交易费和两部收费,在剩余索取方面是否优于交易费或两部收费取决于卖家的成本,给定卖家类型和外部性强度,当成本在卖家间的增幅较小时,利润分成制带来的利润最优。
[Abstract]:On the basis of the decentralized decision of the seller and the flexible demand of the platform, this paper analyzes the application strategies of four price models, namely, fixed charge, transaction fee, two-part charge and profit sharing system, in the bilateral market. The above four charging modes are compared based on the platform profit. The study found that although the transaction fee or two fees are more favorable for the platform to obtain a higher proportion of the surplus from the seller, but because it distorts the seller's level of effort, it does not necessarily enable the platform to obtain higher profits; Both the profit-sharing system and the fixed fee can motivate the seller to reach the optimal level of effort, but the profit-sharing system is more capable of obtaining the seller's surplus, so it must be superior to the fixed fee in the profit. The profit sharing system is superior to the transaction fee and the two fees in the incentive of the seller, and whether the residual claim is superior to the transaction fee or the two fees depends on the seller's cost, given the seller's type and the intensity of the externality. When the increase in costs between sellers is small, profit sharing system brings the best profit.
【作者单位】：西安理工大学经济与管理学院;西北大学经济管理学院;
【基金】：教育部人文社会科学研究规划基金项目(16YJA630015) 陕西省高等教育管理重大问题研究课题(2016ZD02)
【分类号】：F274

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