双边市场视角下社交电商平台定价策略研究——基于拼多多的案例分析

Research on Pricing Strategies of Social E-commerce Platforms from the Perspective of Bilateral Market——A Case Study Based on Pinduoduo

双边市场用户规模及营销服务水平是社交电商平台核心竞争力。研究双边市场用户的定价问题对社交电商平台稳健发展有重要意义。本文基于效用模型和Hotelling模型构建社交电商平台在垄断、双寡头竞争情形下的定价模型,研究发现:(1)消费者信息分享度与平台双边用户定价及平台利润呈正比;(2)消费者社交成本与消费者定价成反比,与商家定价成正比。信息接收者对信息的负效应与双边市场定价成正比,与社交电商平台利润成反比;(3)社交电商平台营销服务水平与平台双边用户定价均成正比,平台利润随营销服务水平增长呈先增后减的趋势;(4)商家对消费者的交叉网络外部性与消费者定价成反比,消费者对商家的交叉网络外部性与商家定价成反比;(5)单归属和多归属情形下,社交电商平台利润差随平台间营销服务差异增大呈现先增后减趋势。基于研究结论,社交电商平台应采取倾斜式定价、交叉价格补贴、差异化定价策略,以增强用户粘性,获得市场竞争力。

The size of users in the bilateral market and the level of marketing services are the core competitiveness of the social e-commerce platform.It is important for social e-commerce platforms to study the pricing of users in bilateral market.This article constructs a pricing model for social e-commerce platforms under monopolistic and duopoly competition based on the utility model and the Hotelling model.Research has shown that:(1)the degree of consumer information sharing is directly proportional to the pricing of bilateral users on the platform and the platform's profits;(2)The social cost of consumers is inversely proportional to consumer pricing and directly propor-tional to merchant pricing.The negative effect of information is directly proportional to the bilateral market pricing and inversely propor-tional to the platform profit;(3)The marketing service level of social e-commerce platforms is directly proportional to the pricing of bilater-al users on the platform,and platform profits show a trend of first increasing and then decreasing with the increase of marketing service level;(4)The business to consumer cross network effect is inversely proportional to consumer pricing,and the consumer to business cross network effect is inversely proportional to business pricing;(5)In the case of single attribution and multiple attribution,the profit difference of social e-commerce platforms shows a trend of first increasing and then decreasing as the difference in marketing services between platforms in-creases.Based on this,social e-commerce platforms should adopt inclined pricing,cross price subsidies,and differentiated pricing to enhance user stickiness and gain market competitiveness.