双边市场中以商家为突破口的“互联网+”平台定价策略

Pricing strategies focusing on seller as a breakthrough for “Internet + ” platform in two-sided market

基于"互联网+"平台跨界深度融合传统行业的发展背景,文章研究了垄断平台方先发展传统行业商家后发展互联网用户时的定价策略。与直观判断所不同的是,当商家对平台信心十足时,平台方的最优策略是一开始就向商家公布涉及商家和用户所有的定价信息,并向市场补贴交易费;当商家对平台市场前景不看好时,平台方的最优策略是在一开始只公布与商家相关的定价信息,不明确用户端的定价信息,等待商家决策是否加入平台后再确定用户端价格。

Based on the developing background of ＂ Internet ＋ ＂ platform merging with traditional business,this paper analyzes the pricing strategies focusing on seller as a breakthrough for platform provider based on two-sided market,and finds that contrary to intuitive judgment,with favorable seller expectation,platform provider is supposed to commit to the price it will charge both sides with subsidies on transaction fee; while with unfavorable seller expectation,only price on seller side should be committed in the first stage,without price on buyer side,which should be confirmed in the second stage.