B2C药品交易市场中的平台服务定价研究

Study on Platform Service Pricing in B2C Drug Trading Market

目的:探讨不同类型B2C药品交易平台的服务定价问题及影响因素,为网络医药零售实现高效运营提供参考。方法:以双边市场为理论基础,结合互联网交易服务的特点,构建联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型,探讨分成比例、搜索匹配度、选择自营消费者比例对平台服务定价的影响,并利用层次分析法等进行实证验证。结果:成功构建了联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型;确定了分成比例、搜索匹配度对平台服务定价(供应商)分别呈逆向作用和正向作用,在自营+联营模式药品交易平台中,当选择平台自营的消费者比例过高时,平台将会降低供应商的注册费,当选择平台自营的消费者比例过低时,平台将会提高供应商的注册费;实证验证中采用层次分析法确定自营消费者比例为0.648,在此条件下对两类运营模式的定价模型进行比较,与上述结果一致;同时,自营+联营模式的服务定价整体上总是低于联营模式。结论:无论是联营模式还是自营+联营模式的平台,可设置不同的注册费与广告收入分成比例,实行差异化定价;也可通过增加更多专业咨询服务,脱离同质化竞争,增加用户黏度,提高平台搜索匹配度;对于自营+联营模式的平台,需要控制好自营与联营的比例,实现平台的健康有效运营。

OBJECTIVE:To provide reference for the efficient operation of online drug retailing by studying the service pricing and influencing factors of different B2 C drug trading platforms. METHODS:Based on the theory of two-sided markets and combined with the characteristics of internet transaction service, the pricing models of B2 C drug trading platform from the perspective of joint mode and joint & self mode were built. The influence of allocation proportion,search matching degree and the proportion of consumers who buy drugs from the platform of self mode were discussed. Finally,AHP method was adopted for empirical verification. RESULTS:The service pricing models of two B2 C drug trading platforms,i.e. joint model and joint & self model,had been successfully constructed. It had been determined that the proportion of sharing and the degree of search matching had adverse and positive effects on the platform service pricing(suppliers),respectively. In the joint & self mode drug trading platform,when the proportion of consumers who chose self mode platform was too high,the platform would reduce the supplier’s registration fee;when the proportion of consumers who chose the self mode platform was too low,the platform would increase the registration fee of suppliers. In the empirical verification,AHP method was used to determine the proportion of self-employed consumers as 0.648. Under this condition,the pricing models of the two operation modes were compared,which was consistent with the above results. At the same time,the service pricing of joint & self model is always lower than that of joint mode.CONCLUSIONS: No matter the platform of joint mode or joint & self mode, different proportion of registration fee and advertising revenue can be set to implement differential pricing. The platforms also can degenerate from homogeneity competition,increase user viscosity and improve platform search matching by providing more professional services. For the platform of joint &self mode,it is necessary to control the ratio of self and joint part,and realize the healthy and effective operation of the platform.