第三方支付平台定价策略研究述评

A Review of the Research on the Pricing Strategy of Third Party Payment Platform

在系统梳理当前第三方支付平台定价研究文献的基础上,发现垄断的第三方支付平台定价影响因素有用户规模、网络外部性、价格需求弹性、交易次数、成功匹配用户的概率(技术)、成功交易技术以及用户对平台的偏好程度等;竞争的第三方支付平台定价影响因素有转移成本、支付给银行的手续费、用户及平台的价格需求弹性、用户归属性、竞争平台之间差异性程度、平台发展成熟度、网络外部性等。以支付宝和Paypal为例,对第三方支付平台的实际运营进行对比分析,为第三方支付平台制定合适的价格策略奠定坚实的理论基础。

Based on the systematic analysis of the current research literature on the third-party payment platform pricing,this paper finds that the pricing strategy of third-party payment monopoly platforms is influenced by many factors,which include user size,network externality,price elasticity of demand,transaction frequency,probability of successful matching,technology of successful transaction and user’s preference for platform.In the meantime,the main influencing factors of the third-party payment competitive platform pricing include the transfer cost,the service fee paid to the bank,the price elasticity of demand of the users and the platform,the attribution of the users,the degree of difference between the competing platforms,the maturity of the platform and the network externality.These conclusions lay a solid theoretical foundation for the third-party payment platform to formulate appropriate price strategy.