分享激励模式下社会化商务平台定价策略研究

The Research on the Pricing Strategy of Social Commerce Platform on Sharing-incentive Mode

基于双边市场理论,考虑消费者的信息分享行为,研究了社会化商务系统中商家、平台独立激励消费者以及商家和平台同时激励消费者3种情况下,社会化商务平台的定价策略。同时,讨论了在平台发展不同阶段,社会化商务平台的价格策略选择问题。研究发现:消费者得到的奖励转嫁到平台对其收取的费用之中,没有分享信息的消费者为已经分享信息的消费者买单;平台独立激励消费者时,其利润随着奖励的提高而降低;在平台发展的起始阶段,不适合采用商家和平台同时激励消费者的策略,在平台发展的成熟阶段,不适合采用平台独立激励消费者的策略。

Considering consumers＇ sharing behavior, this study investigates the pricing strategy of social commerce platform on two - sided market theory. It is discussed upon the subject who gives consumers subsidies, such as shops and platforms. Then how to choose the right pricing strategy on different stages is researched. The result shows that： the subsidies consum- ers get will transform into the fee they pay to platform. The consumers who don＇t share will pay the bill for those share. The profits will reduce as the subsidies go up if the platform gives consumers subsidies independently. The social commerce plat- form should make different strategies on different stages. The strategy that both shops and platform provide subsidies is not applicable on the developing stage of the platform. The strategy that platform gives consumers subsidies independently should not be adopted, when the platform is fully developed.