组内网络外部性对双边市场定价的影响分析

A Study on the Intra-group Network Externality Influencing the Price Strategies of Two-Sided Markets

将组内网络效应引入双边市场定价模型中,研究组内网络效应和组间网络效应共同作用下的双边市场定价策略问题,突出分析组内网络效应对双边平台企业定价策略的影响;建立两阶段的定价博弈模型,得到组内网络效应和组间网络效应共同作用下的双边市场竞争价格均衡。研究结果表明,组内网络外部性强度对消费者价格和厂商价格的影响取决于双边用户接入平台后的市场结构,即在双边用户单平台接入市场结构和厂商多平台接入的竞争性瓶颈结构下,组内网络外部性对双边市场定价的影响是不相同的;在这两种市场结构下,双边平台竞争获得的利润水平与组内网络外部性成正比,与组间网络外部性成反比。同时,双边用户的价格在单平台接入和多平台接入的市场结构下的大小关系取决于厂商组内网络外部性的强度。

Taken intra-group network effect into the pricing model of two-sided markets, the paper studies the price strategies of two-sided markets under the joint action of inter-group network effect and intra-group network and analyzes the effects of intragroup network effect on the pricing of platform firm. The paper builds the two-stage pricing game model and deduces the two-sided price equilibriums under the joint action of the inter-group network effect and intra-group network effect. The results show that the effect of intra-group network on consumers and manufacturers＇ price depend on the market structure of the two-sided users＇ access to the platform, that is to say, the effect of intra-group network on two-sided market pricing is different. Under two different market structures, the profits of platform competition are directly proportional to the intra-group network externality and inversely proportional to the iner-group network externality. The results also point out the difference of two-sided consumer price on the single-homing structure or multi-homing structure depends on the strength of intra-group network externality on manufacturers.