双边市场视角下的中国特大型城市展览馆定价行为和机制研究

Study on the Pricing Behavior and Mechanism of Exhibitions and Expositions in Metropolitan Cities in China from the Perspective of the Two-sided Market

展览市场具有双边市场的性质:以展览馆作为平台企业,连接参展商和参观者两类市场顾客,来进行交易性的或展示性的活动。本文在双边市场理论模型的基础上,结合满足中国展览业国情,尤其是特大型城市展览馆的运营特征,从非对称条件的角度构建了3种展览馆定价机制模型;(1)参展商可以识别不同类型观众;(2)参展商不可以识别各种类型的观众;(3)展览馆对不同类型观众进行参观时段限制。通过三种模型的推理与演算,我们对特大型城市展览馆的定价行为和机制进行了定量研究,在得出最优解的同时我们还结合实际对模型的结构进行了深入分析,使得本论文不仅在理论和研究方法上有所突破,更具有实践上的指导意义。

The exhibition industry has the nature of the two-sided market that is using the exhibition hall as the platform firm to connect two types of customs of both participants and visitors, and also to complete the transactional or displayed activities. Based on the ＂Two Sided Market Model＂ concerning the current situation of the exhibition industry in China, especially metropolitan cities, this paper has constructed three models of pricing mechanism with asymmetric conditions： （1） The participants can identify different types of visitors. （2） The participants cannot identify different types of visitors. （3） The exhibition hall uses time limitation for different types of visitors. Furthermore, when we obtain the optimal solutions, we will analyze the construction of models deeply through quantitative studies at the same time. Thus, we may be able to sum up some practical explanations, which will bring useful guidance for further practice.