考虑供方组内强外部性的双边服务平台定价策略

doi:10.3969/j.issn.1007-7375.2019.06.004

摘要/Abstract

摘要： 针对双边平台连接的服务消费者与提供者两群体之间存在组内与组间外部性，重点研究了在服务供方存在组内强外部性时，双边平台最优定价策略，以及不同策略对用户参与和利润结构的影响。研究表明，平台对消费者和服务供方的最优定价策略均有收费、免费和补贴等3种，且能使平台利润总为正；组内外部性对平台收益具有损益影响；组间外部性之间的大小关系和组内组间外部性之间的数量关系共同决定了服务的供需双方对平台利润的贡献占比。

关键词: 双边平台, 组间网络外部性, 组内外部性, 定价策略

Abstract: Aiming at the intra-group and inter-group externalities between the service consumers and providers that the two-sided platform links, and focusing on the optimal pricing policies of platform with the service providers having strong intra-group externalities, the impact on user participation and profit structure are studied. The research shows that the optimal pricing policies of the platform for consumers and service providers include charging fees, being free of fees and giving subsidies, which can make the total profit of the platform positive, that the internal externalities have a profit-loss impact on the profit of the two-sided platform, and that the size relationship between the intra-group externalities and the quantitative relationship between all externalities together determine the contribution of the service supply and demand sides to the platform profit.

Key words: two-sided market, inter-network externality, intra-group externality, pricing policies

中图分类号:

U116
F506

丁雪峰, 陈前程, 高攀. 考虑供方组内强外部性的双边服务平台定价策略[J]. 工业工程, 2019, 22(6): 27-33.

DING Xuefeng, CHEN Qiancheng, GAO Pan. The Pricing Policies for Two-sided Service Platform Considering Strong Intra-group Externalities in the Providers[J]. Industrial Engineering Journal, 2019, 22(6): 27-33.

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