具有双边市场特征的产业中厂商定价策略研究

Research on price strategy of firms in two-sided markets

具有双边市场特征的产业不仅涵盖了传统产业,如房产中介,而且还包括新兴产业,如电子支付产业.以一类具有双边市场特征的企业为研究对象,它提供的产品不能被消费者独立消费,必须寄生于商品交易中.通过两阶段模型对平台企业的间接定价策略展开研究,研究表明:在双边市场同时具有初始规模优势,并且在双边市场同时具有较高品牌价值评价的平台企业将设定更加倾斜的价格结构(交换费),并且通过这种倾斜价格结构的强化机制削弱竞争对手.但是,当双边市场的交叉网络外部性比较弱的时候,弱势平台企业可以不断提高双边市场用户的价值评价来获得更多的市场.

Industries with features of two-sided markets include not only traditional industries like intermediate agencies but also some emerging industries such as payment system. This paper takes one kind of industry with Two-Sided Markets as research objective, where the products provided by whom can not be consumed by consumer independently, which must be accompanied with the commodity deal. This paper establishes two stage models to-study the platform＇ s price strategy. We show that the platform will set higher interchange fee when they have advantage of scale and brand, and they will intensify their advantage through interchange fee to beat entrants. However, when the cross network externality is not strong, the entrants can improve their brand to get more market share.