【摘要】：雙邊平臺(tái)主導(dǎo)企業(yè)對(duì)用戶的定價(jià)策略關(guān)系到平臺(tái)的發(fā)展與競(jìng)爭優(yōu)勢(shì)。構(gòu)建平臺(tái)主導(dǎo)企業(yè)對(duì)雙邊用戶的定價(jià)模型并進(jìn)行仿真分析,揭示主導(dǎo)企業(yè)的定價(jià)策略及其影響因素。研究結(jié)果表明:開發(fā)者間接網(wǎng)絡(luò)外部性正向影響開發(fā)者獲得的收益分成比例,反向影響雙邊用戶接入費(fèi);平臺(tái)匹配能力正向影響雙邊用戶接入費(fèi),反向影響開發(fā)者收益分成比例;平臺(tái)在終端用戶邊差異化程度正向影響終端用戶接入費(fèi),反向影響開發(fā)者收益分成比例,平臺(tái)在開發(fā)者邊差異化程度對(duì)雙邊定價(jià)的影響取決于開發(fā)者間接網(wǎng)絡(luò)外部性及其歸屬性選擇;平臺(tái)主導(dǎo)企業(yè)通過在收取接入費(fèi)與收益分成之間合理調(diào)節(jié)來維持自身收益。對(duì)雙邊平臺(tái)主導(dǎo)企業(yè)的差異化、價(jià)格結(jié)構(gòu)等相關(guān)決策有重要啟示。
[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.
【作者單位】： 湖南大學(xué)工商管理學(xué)院;
【基金】：國家自然科學(xué)基金項(xiàng)目(71172193,71472061) 教育部高校博士點(diǎn)基金項(xiàng)目(20130161110032)
【分類號(hào)】：F274

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