摘要
文中在双边市场理论基础上,引入Hotelling模型,讨论交叉网络外部性、买卖双方的信誉度及接入平台前付出的非价格成本对B2B平台定价的影响。研究结果表明,只收取注册费模式下,当一方接入平台非价格成本较低、信誉度及另一边用户的交叉网络外部性均较高时,平台对该边用户收取低价或者免费甚至补贴的定价策略,相反则采取高价策略。B2B平台需要采取措施,引导双边用户提高信誉,同时加大自身品牌建设及网站规划布局等非价格竞争策略,以此吸引更多的双边用户接入平台,最大化平台利润。
Based on bilateral market theory, the article introduces Hotelling model to discuss the effects of cross-network externalities, the cost of user＇ s access to platform, and buyers ＆ sellers＇ credibility to B2B platform pricing.Results show that under the model of only charging registration fee, when the non-price cost of one side＇ s access to platform is low, while the credibility of whom is high, and the cross-network externalities of the other side is also high, the platform will charge the former side less or free, even give him subsidy, Otherwise, the platform will take the high-pricing strategy. In order to maximize the platform profit, the B2B platform need to take measures to guide the bilateral users to improve their credibility, increase their own brand-building, site-planning and layout of non-price competition strategies to attract more bilateral users accessing to the platform.
出处
《物流工程与管理》
2012年第12期44-46,共3页
Logistics Engineering and Management
