基于双边市场理论的网络团购定价策略分析被引量：19

Pricing Strategy of Online Group-buying Based on Two-sided Market Theory

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摘要网络团购是一种具有双边市场特征的新型的商业模式,随着网络团购的发展和市场竞争的加剧,如何对双边制定合理的价格已成为团购网站面临的重要问题。本文应用双边市场理论,根据网络团购市场的特点,构建了不同市场结构下网络团购双边用户的定价模型,研究了在组间网络外部效应和正负不对称组内网络外部效应共同作用下的网络团购市场定价策略,重点分析了组内网络外部效应对团购网站平台定价策略的影响,并用算例分析了组内网络外部性对不同市场结构下的团购网站平台利润的影响。 Online group buying is a new business model characterized by two-sided market.With the development of the online group buying and the severer competition of the market,the challenging problems that group buying firms faced are how to make the reasonable bilateral prices.According to the characteristics of the online group buying,by using two-sided market theory,the pricing models of bilateral users under different market structures are constructed,the pricing strategy are studied under the joint action of inter-group network effect and the intra-group network effect and the influences of intra-group network on the pricing of platform firms are analyzed.Finally an example is used to analyze the effect of intra-group network on the profits of platform firms.

作者郭三党刘思峰方志耕

机构地区南京航空航天大学经济与管理学院河南农业大学信息与管理科学学院

出处《系统工程》 CSSCI CSCD 北大核心 2016年第1期77-83,共7页 Systems Engineering

基金国家社科重大项目(10zd&014) 江苏省研究生培养创新工程项目中央高校基本科研业务费专项资金资助项目(CXLX12-0177)

关键词网络团购双边市场定价策略组内网络效应 Online Group Buying Two-sided Market Pricing Strategy Intra-group Network Externality

分类号 F272 [经济管理—企业管理]

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参考文献22

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