摘要
在双边市场模型的基础上,为B2C团购双边市场构建Hotelling平台竞争模型,对卖方单平台接入、买方多平台接入竞争模型的构建和分析,研究B2C团购平台的竞争策略,得出平台利润是卖方市场份额的函数,且卖方市场份额与平台服务、买卖双方交叉网络外部效用及买方自网络外部效用有关、与收取商家的价格无关的结论,并给出竞争策略的建议:提高自身服务双边客户的能力、按需开发团购活动、尽量避免非理性扩张、利用适当方式塑造团购品牌、宣传推广方面避免过多投入资金等。
A Hotelling competitive model for the group-buying platforms of two-sided markets is built in this paper.From this model,it is concluded by analyzing the competitive strategies of group-buying platforms that platform’s profit is a function of a seller’s market share which is related to platform’s service,two-sided cross-network externalities and the buyers’ self-network externalities but not related to price.Recommendations to the competitive strategy for platforms is given such as improving their bilateral customer service ability,developing On-demand group buying activities,avoiding irrational expansion as far as possible,using the appropriate way for Groupon brand,avoiding excessive promotion investment and so on.
出处
《西安邮电大学学报》
2013年第4期85-88,120,共5页
Journal of Xi’an University of Posts and Telecommunications
基金
国家自然科学基金资助项目(71173172)
工业和信息化部通信软科学基金资助项目(2013-R-44)
陕西省软科学基金资助项目(2011KRM129)
