平台产品动态扩散形态与定价研究——基于BASS模型

Research on Dynamic Diffusion of Platform and Its Pricing:Based on BASS model

本文在BASS扩散模型的基础上,引入双边间接网络效应的作用,建立平台产品的扩散模型。研究发现:双边间接网络效应产生潜在的市场规模扩张,其和市场单边自扩散共同作用,使得平台产品的扩散形态可能呈单峰或多峰形状。按双边扩散表现为相互制约还是相互促进,平台产品市场扩散可分为潜在市场规模扩张起飞前和潜在市场规模扩张起飞后两个阶段。平台运营者需要正确判断产品扩散所处的阶段,谨慎制定正确的定价策略。

This paper sets up the platform diffusion model based on BASS model,by introducing the impacts of indirect network effect between two sides on its diffusion,and explains that the cause why there may be several peak-rate point of diffusion,or may be only one peak-rate point is the interaction between expanding of potential market caused by indirect network effect between two sides and self-diffusion of one side.Simulation of platform＇s diffusion leads to the same conclusion.According to the impact of indirect network effect between two sides on platform＇s diffusion,platform＇s diffusion can be divided into two stages,namely the stage before its take-off of potential market size and the stage after its take-off of potential market size.It is necessary for platform＇s operator to judge the stage of platform＇s diffusion correctly and make pricing plan carefully.