基于双边市场理论的分享经济平台定价策略剖析

Pricing strategy analysis of sharing economic platforms based on the two-sided markets theory

分享经济作为一种新的经济模式对经济社会产生了巨大的冲击力,而当前正是分享经济平台企业拼速度上规模、竞争极其激烈的特殊时期,其竞争策略备受关注。从双边市场的角度切入,运用产业组织相关理论,对垄断性和差异化竞争性平台的定价模型进行推导,研究用户不同归属情况下差异化竞争性平台的用户规模和收益情况,最后分析垄断性和竞争性分享经济平台对社会福利的影响。结果表明,平台匹配效率、网络外部性和用户规模会影响平台的定价策略,且竞争平台可以通过增大差异化程度来提高利润。为提高社会总福利,规制者和政策制定者应当更加关注双边用户之间的网络外部性以及竞争性市场中平台之间的差异化。

As a new economic model, the sharing economy has a huge impact on the economy and society. Competitions be- tween sharing economy companies are fierce at present and competitive strategies attract people＇s attention. From the perspective of two-sided markets, this paper deduces pricing models of monopolistic and competing platforms by using industrial organization theories ,discusses user scale and revenue of two differentiated platforms when two-sided users choose different ways to enter the sharing economic market, and finally analyzes the impact of monopoly and competitive economic platform on social welfare. The results demonstrate that the matching efficiency of platforms, network externalities and user scale of the platform will affect the pricing strategy and competing platforms can boost profits by increasing their differentiation. In order to improve the overall wel- fare of society, regulators and policy makers should pay more attention to the network externalities between the bilateral users and the differentiation between platforms in the competitive market.