农产品电子商务平台定价策略研究——基于双边市场理论

Research on Pricing Strategy of E-commerce Platform for Agricultural Products from the Theory of Two Sided Markets

电子商务平台的参与是我国农产品流通模式创新的必要要求,它联结了农产品供需双方,能够减少市场信息不对称,降低交易成本和提高流通效率。基于双边市场理论视角,构造垄断和竞争型的农产品电子商务平台,分析在两部制收费情况下,农产品电子商务平台的定价机制及其影响因素。结论显示,平台对某边用户的定价水平受到直接网络外部性、交叉网络外部性、交易费用、平台匹配技术及平台差异化水平的综合影响。根据分析结果,提出两点平台规制方面的建议。

The participation of e-commerce platform is the necessary requirement of innovate the agricultural products circulation mode,which links the supply and demand sides of agricultural products,and reduce the information asymmetry,save the transaction costs,improve the efficiency of circulation etc.This paper based on the theory of two sided markets,constructs a complete monopoly model and competition model of agricultural products e-commerce platform that only charge on the two step,and analyzes the impact of various on the pricing of platform.The conclusion shows that the pricing of users be influenced by network externalities,transaction costs,matching technology of platform and differentiation.Based on the results,give the two suggestions of regulation.