杭派女装共享产能平台的服务定价研究

Research on Service Pricing of Hangzhou Style Women’s Dress Industry Internet Platform

为给杭派女装共享产能平台制定最优定价决策,文中考虑了交叉网络外部性、用户偏好程度和平台匹配率,基于杭派女装的特点建立定价模型,考察参数变化对平台定价的影响。研究表明:制造商的交叉网络外部性系数与零售商的最优定价成正比,与自身的最优定价成反比;用户的偏好程度与最优定价呈正相关关系;平台匹配率与最优定价成正比,定价变化幅度取决于双边用户之间交叉网络外部性强度的相对大小;双边用户的交叉网络外部性系数和平台匹配率都会对平台的最大利润造成影响。最大利润随着交叉网络外部性系数与平台匹配率的增加而增加。

In order to make the optimal pricing decision for Hangzhou style women’s dress industry platform,cross-network externalities,user preference and platform matching rate are considered.Based on the characteristics of women’s dress,the pricing mode is established respectively to investigate the impact of parameter changes on platform pricing.The results show that:the manufacturer’s cross network externality coefficient is directly proportional to the retailer’s optimal pricing,and inversely proportional to its own optimal pricing;the user’s preference is positively correlated with the optimal pricing;the platform matching rate is directly proportional to the optimal pricing,and the range of pricing changes depends on the relative strength of cross network externality between bilateral users;The cross-network externality coefficient and platform matching rate of bilateral users will influence the maximum profit of the platform.The greater the crossover network externalities coefficient,the greater the maximum profit;The higher the platform matching rate,the greater the maximum profit.