摘要
互联网增值业务平台包括平台控制商、第三方应用开发商、终端用户三类基本的利益相关者,具有交叉网络外部性、长尾经济性、定价不对称性、多归属行为等典型特征。平台控制商通过优化调整"价格结构"扩大第三方应用开发商及终端用户基础规模,进而实现总体收益最大化。本文基于互联网商业生态系统视角,运用网络治理理论、双边市场理论分析资讯类虚拟社区定价、服务类虚拟社区定价、用户体验类虚拟社区定价三种基本定价模式。
Internet value-added services platforms include three basic types of stakeholders, which are platform controllers, thirdparty application developers and end-users. They have the characteristics of cross-group network externalities, long tail economy, price asymmetry, multi-homing. Platform controllers can expand the basic size of third-party application developers and end-users by optimizing and adjusting price structure in order to maximize the overall profits. In the perspective of business ecosystem of Internet, the paper analyzes the pricing model of information platform, service platform and user experience platform by using the theory of network governance and two-sided market.
出处
《中国科技论坛》
CSSCI
北大核心
2010年第10期94-99,共6页
Forum on Science and Technology in China
基金
国家自然科学基金资助项目(70702027
70802020)
高校博士点基金资助项目(20070532001
200805321022)
"湖南省普通高校青年骨干教师培养对象"项目
关键词
互联网商业生态系统
不对称定价
交叉网络外部性
互联网增值业务
平台
business ecosystem of Internet
asymmetric pricing
cross-group network externalities
Internet value-added service
platform
