网络外部性下销售—回收电商平台 最优收费策略研究

Optimal Charging Strategies of Sales-recycling E-commerce Platform under Network Externality

运用双边市场理论构建销售—回收电商平台的收费模型,探究组内和组间网络外部性在四种不同进驻策略和佣金收费模式下对电商平台的最优进驻费、最大交易利润以及供应商和消费者最小注册规模的影响。结果表明:供应商和消费者的注册规模取决于单位利润,且不同单位利润下的注册规模随佣金收取比例的变化趋势不同;电商平台应根据市场条件决策是否收取进驻费,错误的进驻策略将导致供应商和消费者的注册规模减小甚至有损于平台;在不同固定佣金收费下,供应商和消费者注册规模影响进驻费收取;进驻策略对电商平台利润影响较佣金收费模式更显著。

This paper uses the two-sided market theory to establish a charging model of the sales-recycling e-commerce platform,and examines the effects of intergroup and intragroup network externalities on the e-commerce platform’s optimal entry fee,the maximum profits and the minimum registration scale of suppliers and consumers under four different entry strategies and commission charging modes.The results show that the registration scale of suppliers and consumers depends on the unit profit,and the registration scale varies with the commission rate under different unit profit.The e-commerce platform decides whether to charge entry fees according to the market conditions.The wrong entry strategy will lead to the reduction of the registration scale of suppliers and consumers and even damage the platform.Under different fixed commission charges,the registration scale of suppliers and consumers affects the charging of entry fees;The entry strategy has a more significant impact on the profits of e-commerce platform than the commission charging mode.