B2C平台的价格结构及其收益的比较研究

The Comparative Study of Price Structures and Revenue on B2C Platforms

在当今电子商务环境下,B2C平台发展迅猛,平台间的竞争愈演愈烈。B2C平台如何制定双边用户之间的价格结构,直接影响到平台的收益。在分析B2C平台价格结构影响因素基础上,构建了静态定价模型与动态定价模型。首先,通过对比静态定价模型中三个平台的收益发现,在均衡状态下价格结构相同,B2C平台的收益相同,价格结构不同,B2C平台的收益也不同;然后,构建B2C平台的动态定价模型,在特定的价格结构下,研究了垄断B2C平台对商家收费的调整,探索平台的最优成长路径。最后从商业模式角度对研究结果进行了定性阐释,丰富了商业模式理论。

In today's e-commerce environment,B2C platforms is spring up,and the competition among platforms is getting worse.Revenue on B2C is platforms is directly affected by how do they make their price structure decision.Affecting factors of price structures on B2C platforms are analyzed,and both static and dynamic B2C platform pricing models in two-sided markets are built.Firstly,through compared with revenue of three platforms it can be discovered that,in the equilibrium state,the revenue of platforms is consequently different because of their price structures,and vice versa.Then monopolistic B2C platform's dynamic pricing model is built.Under the specific pricing structure,the change of fee which monopolistic B2C platform charges from the business is studied,and the optimal growth path of the platform is explored.Finally the research results are explained through qualitative analysis,which from the business model perspective,enrich theory of business model.