垄断条件下创业型O2O平台定价研究

The Price Research of Entrepreneurial O2O Platform under Monopoly Conditions

随着"互联网+"战略的深度推进,新的商业模式层出不穷,尤其是O2O商业模式已经渗透到国民生活的方方面面,如何对平台实施合理的定价来加强管理是摆在研究者和实践者面前的课题。传统研究主要是对一般意义上的O2O平台实施定价,且分析的视角为管理者利润最大化。将细分O2O定价研究对象,对创业型O2O平台展开分析,引入平台交易量和两步制收费模式,构造基于双边市场理论的管理者效用函数,以此推导分析该类平台的定价策略。

Along with the propel step of the＂Internet＋＂strategy deeply,the new business models emerge in endlessly,especially for the O2O business model,which has penetrated into every aspect of national life.How to strengthen management of platform to implement reasonable pricing is the current issue for the researchers and practitioners.Due to the object of the traditional research is mainly to a general O2O platform to implement pricing,and analysis the perspective of profit maximization for manager.the research object,this paper will analyze research object pricing of entrepreneurial O2O platform,this paper will have a conduct analysis,and introduce transactions on the platform and the two steps charging mode,structure based on the theory of bilateral market manager utility function,in order to analyze the platform＇s pricing strategy.