基于双边市场理论的网上技术市场定价策略

Pricing Strategies of Online Technology Market Based on the Perspective of Two-sided Markets

通过分析国内外主要网上技术市场的盈利模式,基于双边市场理论研究网上技术市场在3种不同收费方式下追求垄断平台利润最大化和社会福利最大化2种视角下的定价策略。在分析比较各种定价策略的基础上,得出垄断平台下网上技术市场建设初期应在社会福利最大化视角下制定价格策略,而随着平台发展成熟,应在平台利润最大化视角下制定价格策略的结论,并给出3种不同收费方式下网上技术市场具体的定价策略。

Through the analysis of the profit mode of main online technology markets both at home and abroad and based on the theory of two-sided markets,this article studies pricing strategies of online technology market under the three different charging modes,from the two perspectives of profits and social welfare maximization of monopolized platforms. On the basis of the analysis and comparison of the pricing strategies,it is concluded that considering monopolized platforms,online technology market should make pricing strategy under the perspectives of social welfare maximization at the beginning of its construction; with its development into the mature period,it should make pricing strategy under the perspective of profits maximization. And the specific pricing strategy of online technology market is given under the three different charging modes.