基于网络外部性的电子商务企业纵向差异垄断定价策略被引量：12

Monopoly Pricing Strategy of Vertical Difference for E-business Company with Network Externality

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摘要当垄断性电子商务企业所提供服务存在直接网络外部性时,企业为实现利润最大化而在寻求最优定价的过程中考虑网络外部性与否是一个必须面对的问题.通过建立一个纵向差异的数学模型分析了垄断性质的电子商务企业的最优定价策略.研究表明,在选择最优定价策略时,网络外部性并非一定能够给企业带来更多的利润,这要取决于平台网络外部性的强度以及平台所提供服务的价格质量比. When the service provided by monopoly e-business companies has direct network externality, whether it considers direct network externality or not is a problem to face on the process of searching for optimal pricing to maximize its profit. This paper analysed the monopoly e-business company pricing strategy by constructing a vertical difference mathematic model. It is shown that the network externality is not necessary to bring more profit for e-business companies in selecting the optimal pricing strategy. This depends on the strength of the network externality and the service quality/price ratio provided by platform.

作者曹俊浩陈宏民胥莉

机构地区上海交通大学安泰经济与管理学院

出处《上海交通大学学报》 EI CAS CSCD 北大核心 2008年第9期1557-1560,共4页 Journal of Shanghai Jiaotong University

基金国家自然科学基金资助项目(70672070) 教育部人文社会科学规划项目(06JA630038)

关键词网络外部性电子商务企业垄断定价 network externality e-business company monopoly pricing

分类号 F724.6 [经济管理—产业经济]

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参考文献7

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