用户部分多归属时的平台企业定价及选址问题

Hotelling's Competition in Pricing and Location Selection of Two-sided Market Platforms When Users Partially Multihoming

在空间hotelling模型框架下考虑了双边市场平台的定价策略和选址问题,首先梳理了用户部分多归属的数种典型结构,随后在三种用户归属结构之下考虑了平台的定价策略,研究表明平台企业往市场中点移动会提高平台的定价和市场份额,两边用户之间网络外部性强度的提高一般会降低平台企业的利润,随后选择上海大型超市选址和银行卡平台定价这两个案例进行印证分析。

This paper considers problems of pricing and location of two-sided markets platforms when users partially multi- homing. First we classify several classical structures of users according to their behaviors of partially multihoming, and then consider pricing strategy of two-sided platforms under three structures of partial multihoming. The results show that move- ment to the middle of market place will raise price and market share of platforms, and that the rise in network externalities parameters will decrease the profits of platforms normally, then we use two cases--location of shopping malls of Shanghai and pricing of credit cards to validate the results of the model.