考虑多次交易的双边市场网络平台定价策略研究

Pricing Strategy of Network Platforms in Two-sided Markets in the Situation Where Trade Happens More Than Once

以网络平台异业合作为背景,在Hotelling模型的基础上,基于双边用户都是部分多归属的假定,结合平台采取异业合作可以提高用户效用这一前提,分析了用户有多次交易行为情形下平台的定价策略.研究发现,与传统网络平台相比,异业合作网络平台会吸引更多的双边用户在其平台进行第一次交易,并对其收取更高的交易费,从而获得更大的利润.双边用户的组间网络外部性强度不同时,无论是传统平台还是采取异业合作的平台,都会对一边用户提高并对另一边用户降低收取的交易费.当用户存在多次交易行为时,由于边际递减效用规律,平台都应对老用户进行价格补贴,如果产品和服务质量不变,异业合作平台在用户进行第二次交易时获得的利润会减少,传统平台获得的利润在某些情况下却有可能增加.

Taking the horizontal cooperation of network platforms as the background,this paper analyzed the pricing strategy of platforms in the context of multiple transactions by users based on the Hotelling model,the assumption that the bilateral users are partly multihorming,and on the premise that horizontal cooperation can improve users'utility.The result suggested that compared with the traditional platforms,the horizontal cooperation of network platforms can attract more bilateral users to make the first transaction on its platform,and charge them higher transaction fees,thus obtaining greater profits.When the inter-group network externalities of bilateral users are different,both the traditional platform and the horizontal cooperation platform will increase the transaction fees charged on one side and decrease those on the other side.Due to the law of diminishing marginal utility,when users conduct multiple transactions,the platform should subsidize the price of the old users.Meanwhile,the profits obtained by the horizontal cooperation platform will decrease,while the profits obtained by the traditional platform may increase if the quality of products and services remains unchanged.