平台经济中的定价机制分析——以网络文学市场为例

Analysis of Pricing Mechanism in Platform Economy in Net-Literature Market

本文通过平台经济理论,对平台经济中的价格结构特点和垄断问题,对平台企业的定价机制进行了研究,并以网络文学市场为具体案例进行了验证和解释。对制定平台经济的定价机制提出以下建议:价格结构应该偏离成本结构,网络效应导致市场占有率高的企业也没有强大的垄断力量,平台用户之间互相影响带来的网络外部性支持差异化服务定价。

According platform economic theory,this paper studied the Pricing Mechanism in Platform Economy,including its characteristics of the price structure and the monopoly problem, then take the netliterature market as an example to verify and explain the theory. This paper suggest： the price structure should deviate from the cost structure;the network effect leads to low monopoly power in whole market; the network externalities come from the mutual influence between users, support the differentiated pricing.