供应商提供质量差异产品时电子商务平台的定价机制研究

Pricing mechanism of the e-commerce platform when supplier provides product with different quality

电子商务平台中供应商可以提供有质量差异的产品与消费者交易,此时平台的利润、双边用户的效用会发生变化。建立了供应商提供质量差异产品时平台与双边用户的效用函数,研究了双边用户中的供应商在提供质量差异产品时平台的定价机制。研究发现,当平台收取注册费时,供应商提供产品的质量越高,平台对供应商的定价不变,对消费者的定价降低;当平台收取交易费时,随着供应商提供产品质量的提高,平台对供应商和消费者的收费将会逐渐降低;当平台采取两部收费制时,在收费的第一阶段,供应商提供的产品质量越高,平台对供应商的定价降低,而对消费者的定价将会提高;在收费的第二阶段,供应商提供的产品质量越高,平台对双边用户的定价越低。

Supplier in e-commerce platform can provide products with different quality. When the supplier provides products with different quality,both the profit of e-commerce platform and bilateral users will change. The model of utility function is established. Then paper studies the pricing mechanism of e-commerce platform to the bilateral users while the supplier sales different quality products. The study found that,in the monopoly platform,when the platform charge registration fee to the bilateral users,the higher the quality of the product providers,the platform pricing to the supplier will beunchanged,lower pricing to consumers; While chargeing transaction fee,the higher the quality of the product,the lower the fee to suppliers and consumers; when the platform takes two charges system,in the first stage,the higher the quality of products provided by the supplier,platform will reduce the charge to supplier,increase consumer fee,in the second phase,both the suppliers and consumers will get a lower charges.