基于按次付费和会员模式的跨境电商平台收费模式选择

Choice of Charging Mode of Cross-border E-commerce Platform Based on Pay-per-use and Membership

跨境运营已为电子商务企业的重要选择。以跨境电商平台为研究对象,探讨完全垄断和市场入侵情形下按次付费模式、会员模式和混合模式对平台运行效率和消费者剩余产生的影响。研究表明:完全垄断时,混合模式是平台的最优选择,消费者购物频率较高,会员和非会员权益差异较大(较小)时,会员模式优于按次付费模式,否则按次付费模式优于会员模式;考虑市场入侵时,领导者利润并不处处高于跟随者,且市场入侵会损害平台和商家,有利消费者。

Cross-border operations have become the choice of many e-commerce enterprises.The cross-border e-commerce platforms are studied to explore the impact of pay-per-use,membership,and hybrid models on platform operational efficiency and consumer surplus under the scenarios of complete monopoly and market invasion.The study shows that the hybrid model is the optimal strategy for the platform when there is complete monopoly,and the membership model is better than the pay-per-use model when consumers shop more frequently per unit period or when there is a larger(smaller)difference between member and non-member benefits.When the market invasion is considered,the leader's profits are not always higher than those of the follower.Furthermore,the market invasion hurts the platform and merchants,while benefiting consumers.