双边平台的性能投资与定价

doi:10.3969/j.issn.0253-2778.2016.12.010

中国科学技术大学学报 ›› 2016, Vol. 46 ›› Issue (12): 1030-1035.DOI: 10.3969/j.issn.0253-2778.2016.12.010

• 论著 • 上一篇

双边平台的性能投资与定价

梁玉婉

中国科学技术大学管理学院，安徽合肥 230026

收稿日期:2015-11-09 修回日期:2016-03-25 接受日期:2016-03-25 出版日期:2016-03-25 发布日期:2016-03-25
通讯作者: 梁玉婉
作者简介:梁玉婉（通讯作者），女，1988年生，硕士. 研究方向：服务运作管理. E-mail: liayuwan13@mail.ustc.edu.cn

Two-sided platforms performance investment and pricing

LIANG Yuwan

School of Management, University of Science and Technology of China, Hefei 230026, China

Received:2015-11-09 Revised:2016-03-25 Accepted:2016-03-25 Online:2016-03-25 Published:2016-03-25

摘要/Abstract

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.

关键词: 双边平台, 网络外部性, 平台性能, 定价

Abstract: 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.

Key words: two-sided platform, network externality, platform performance, pricing

中图分类号:

梁玉婉. 双边平台的性能投资与定价[J]. 中国科学技术大学学报, 2016, 46(12): 1030-1035.

LIANG Yuwan. Two-sided platforms performance investment and pricing[J]. Journal of University of Science and Technology of China, 2016, 46(12): 1030-1035.

参考文献

[1] PARKER G, VAN ALSTYNE M. A digital postal platform: Definitions and a roadmap[R]. Cambridge, MA: The MIT Center for Digital Business，2012.
[2] VAN DER RHEE B, SCHMIDT G M, TSAI W. Steepen, maintain, or flatten the performance treadmill[R]. Salt Lake City, UT: David Eccles School of Business, University of Utah, 2007.
[3] ANDERSON JR E G, PARKER G G, TAN B. Platform performance investment in the presence of network externalities[J]. Information Systems Research, 2013, 25(1): 152-172.
[4] ROCHET J C, TIROLE J. Cooperation among competitors: Some economics of payment card associations[J]. Rand Journal of Economics, 2002: 549-570.
[5] ROCHET J C, TIROLE J. Platform competition in two-sided markets [J]. Journal of the European Economic Association, 2003, 1(4): 990-1 029.
[6] CAILLAUD B, JULLIEN B. Chicken & egg: Competition among intermediation service providers [J]. RAND Journal of Economics, 2003: 309-328.
[7] PARKER G G, VAN ALSTYNE M W. Two-sided network effects: A theory of information product design[J]. Management Science, 2005, 51(10): 1 494-1 504.
[8] ARMSTRONG M. Competition in two-sided markets [J]. The RAND Journal of Economics, 2006, 37(3): 668-691.
[9] BHARGAVA H K, CHOUDHARY V. Economics of an information intermediary with aggregation benefits[J]. Information Systems Research, 2004, 15(1): 22-36.
[10] BOUDREAU K J. Let a thousand flowers bloom? An early look at large numbers of software APP developers and patterns of innovation[J]. Organization Science, 2012, 23(5): 1 409-1 427.
[11] ZHU F, IANSITI M. Entry into platform-based markets [J]. Strategic Management Journal, 2012, 33(1): 88-106.
[12] LIN M, WU R, ZHOU W. Platform pricing with endogenous network effects[DB/OL]. SSRN: 2426033, 2014.
[13] MANTENA R, SAHA R L. Co-opetition between differentiated platforms in two-sided markets[J]. Journal of Management Information Systems, 2012, 29(2): 109-140.
[14] 纪汉霖, 管锡展. 服务质量差异化条件下的双边市场定价策略研究[J]. 产业经济研究, 2007(1): 11-18.
[15] 万兴, 高觉民. 纵向差异化双边市场中平台策略[J]. 系统工程理论与实践, 2013, 33(4): 934-941.
[16] HAGIU A, SPULBER D. First-party content and coordination in two-sided markets[J]. Management Science, 2013, 59(4): 933-949.

双边平台的性能投资与定价

Two-sided platforms performance investment and pricing

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 12

编辑推荐

Metrics

本文评价

[1]	管舒涵, 盛健超, 杜少甫. 两种交易模式下共享劳动力平台的定价策略[J]. 中国科学技术大学学报, 2021, 51(5): 419-430.
[2]	王欣，朱扬光，吴遵. 双渠道下考虑消费者偏好的酒店与OTA合作模式选择和定价[J]. 中国科学技术大学学报, 2020, 50(7): 985-992.
[3]	许传永，詹家娟. 存在高相似度仿品情形下炫耀性商品的定价[J]. 中国科学技术大学学报, 2020, 50(6): 769-776.
[4]	杨锋, 郎秀栋, 昂胜. 盗版影响下的软件产品定价和试用期策略研究[J]. 中国科学技术大学学报, 2020, 50(10): 1315-1329.
[5]	汤卫君. 消费者异质情形下企业产品差异化与定价决策[J]. 中国科学技术大学学报, 2019, 49(8): 680-688.
[6]	赵静，方兆本. 股票流动性与公司债信用利差关系研究[J]. 中国科学技术大学学报, 2018, 48(8): 667-682.
[7]	罗怡. 垄断型智能硬件企业的两阶段市场投放策略[J]. 中国科学技术大学学报, 2018, 48(2): 118-124.
[8]	郑祥，韦勇凤. 基于Merton模型与Monte Carlo模拟的障碍期权定价对冲[J]. 中国科学技术大学学报, 2018, 48(11): 906-922.
[9]	李读，何平. 婚车租赁平台服务标准制定和定价决策[J]. 中国科学技术大学学报, 2016, 46(12): 1022-1029.
[10]	刘池一. 在线点评对订餐平台定价的影响[J]. 中国科学技术大学学报, 2016, 46(11): 963-968.
[11]	郑明春，杨寿保，刘希玉. 基于博弈论的服务覆盖网络资源定价方法[J]. 中国科学技术大学学报, 2010, 40(4): 431-438.
[12]	张瑞，杨寿保，路卫娜，申凯，郭良敏. 网格环境中基于信任团体的差别定价策略[J]. 中国科学技术大学学报, 2010, 40(1): 92-97.