双边市场异业合作网络平台的定价策略

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。

Pricing Strategy of Horizontal Cooperation Network Platforms in Two-sided Markets

Taking the horizontal cooperation of network platforms as the background, this paper analyzed the effect of degree of differentiation of product and service, congestion effect and inter group network externality on the pricing strategy in the frame of Hotelling model, based on the assumption that the bilateral users are partly multi-homing and considering the prerequisite that horizontal cooperation can improve the users’ intrinsic benefit. The result suggested that when the inter group network externalities of bilateral users are different, with the enhancement of congestion effect or the improvement of differentiation of product and service, both the established platform and the new platform charge one side higher and another side lower transaction fees; when the inter group network externalities of bilateral users are equal, each platform charges bilateral users the same transaction fees which are only related to users’ intrinsic benefit and the amount of transaction. The research showed that the new network platforms shouldn’t use price war strategy to contend for markets which is usually used in the traditional two-sided markets, they’d better take an active part in horizontal cooperation to compete with the established platforms through high quality and good price of product and service.