基于网络外部性下双边平台延伸服务最优定价

Optimal Pricing of Extended Services on Two-Sided Platform Based on Network Externalities

在考虑交叉网络外部性的前提下,探讨平台提供延伸服务对平台定价策略的影响,结论表明,提供延伸服务可以增加平台利润,而具体的定价策略又分为两种情形,第一：在双边平台形成初期,用户规模较小,平台采取不对称定价,标准取决于延伸服务的互补强度：如果互补强度较小时,平台对卖方采取免费策略,如果互补强度较大时,平台则直接对卖方采取高价策略,此时平台利润最高;第二：当双边平台逐渐成熟之后,用户达到一定规模,平台直接对双边用户采取较高定价,此时平台利润最高.

In this paper, we consider the impact of cross network externalities, discuss the influence of the platform provides extended services on the platform pricing strategy. The conclusion of the study shows that the platform provides extended services will have more profit, and the pricing strategy is divided into two situations, first： in the early stage of the development platform, the two-sided user＇s scale is small, the platform will take a asymmetric pricing, the standard depends on the complementary strength of the extended services： if the complementary strength is small, the platform will be free to the seller, if it is large, the platform will take the high price strategy and the platform has the largest profits; second： when the two-sided platform matures and the user＇s scale reaches a certain size, the platform take the high price to all users for their profits.