摘要
在双边平台的发展过程中,平台的管理者要做的一个重要决策就是决定平台的性能投资水平.较高的性能水平有利于吸引更多的用户,但是它往往需要开发商进行更高的投资才能融入这个平台.这里建立了探索平台性能投资与定价的模型.研究发现,平台的性能投资与定价策略取决于两种不同的预期:有利预期和不利预期.在有利预期情况下,管理者只需要根据利润函数求出最优性能投资和定价;在不利预期情况下,管理者可以采取开发商补贴策略或用户吸引策略来消除不利预期并最大化利润.
In the development of two-sided platforms,managers of platforms must decide what level of platform performance to invest.Higher performance is helpful to attract more users,but it often requires developers to make large investment to participate.Based on this,a model was established to explore platform's performance investment and pricing.The result shows that platform's performance investment and pricing are driven by two different expectations,favorable and unfavorable expectation.Under favorable expectation,managers only need to find the optimal performance and pricing according to investment profit function;under unfavorable expectation,managers can adopt seller subsidy strategy or buyer attraction strategy to eliminate the unfavorable expectations and maximize profits.
关键词
双边平台
网络外部性
平台性能
定价
two-sided platform
network externality
platform performance
pricing
