游戏运营平台定价模型及价格影响因素分析

Game Operating Platform’s Pricing Model and Influencing Factors of Price——Based on Bilateral Market Perspective

本文利用双边市场理论对游戏运营平台的定价模型及影响因素进行了相关研究,并指出,游戏运营平台具有典型的双边市场特征,表现出明显的正网络外部性。文章通过建立垄断和竞争两种情况下的定价模型研究了游戏运营平台的定价问题,并通过分析得出游戏开发商和玩家的需求价格弹性、一边用户对另一边用户的网络外部性大小、游戏运营市场的竞争程度、游戏运营平台向双边提供产品或服务的成本以及竞争性运营平台间提供产品或服务的差异化程度是影响游戏运营平台定价的主要因素。

In this paper,we use the theory of bilateral market to analyze the pricing model platform and influencing factors for game operators.we point out that the game operating platform has the typical characteristics of the bilateral market,showing a significant positive network externalities.Through the establishment of the pricing model of the game operating platform under the monopoly and competition cases,the article analyzed its pricing issues,and we get that the game developers and players’ price elasticity of demand,the size of the user’s network externalities from the other side,the market competition of game operations,the game operating platform’s bilateral costs to provide products or services and competitive operating platform’s degree of difference in providing products or services are the major factor in the game operating platform pricing.