不同交易收费类型组合的电商平台双边定价及影响研究

Study on Bilateral Pricing and Impact of E-commerce Platform in View of Combination of Different Transaction Fees Types

基于双边市场理论，以电商平台自身利润最大化为决策目标，探讨了具有双边垄断定价权的平台对双边用户按交易数量收费、按交易金额收费和按交易次数收费等三种不同交易收费类型组合下的最优双边交易收费定价问题。研究结果显示，不管平台对用户采取哪种交易收费类型，平台对用户的最优定价均与上述交易收费变量负相关。平台定价影响方面：不同的交易收费类型组合定价不影响平台、电商和买家得益；按交易次数定价不对各方得益造成影响，而按交易数量和交易金额定价则均有影响，且二者与平台、电商得益的相关性和其与买家效用的关系相反。

Based on the theory of two-sided markets and taking the platform profit maximization as the decision goal, this paper studies the optimal pricing of two-sided users under different charging systems under the combination of three transaction fees types by the platform with bilateral monopoly pricing power, such as transaction volume, transaction amount and transaction times. Results show that, no matter what type of transaction fees the platform takes to the two-sided users, the optimal transaction pricing of platform is negatively related to all the transaction fees variables. As to the influence of platform pricing, different pricing of transaction fees types＇ combination does not affect the benefits of platform, online seller and buyer. Pricing by transaction times does not affect the benefits of the three parties, but the charging systems by transaction volume and transaction amount both have an impact, more specifically, the relationship between the aforementioned two charging variables and the benefits of platform and online seller, contrary to the influence on the utility that them bring to the buyer.