考虑网络效应和业务拓展的平台定价策略研究

在跨市场网络效应和双边平台特性下,建立序贯博弈模型,研究平台进行业务拓展时的定价策略.研究表明:1)平台定价策略受用户基础、交叉网络外部性和跨市场网络效应的影响.平台对新业务中与原业务存在跨市场网络效应的一边用户不收费,对新加入的一边始终收取会员费.平台对原业务两边用户是收取会员费还是进行补贴依赖于交叉网络外部性和跨市场网络效应的关系.2)平台原业务利润随着跨市场网络效应的增加而减小,新业务利润随着跨市场网络效应的增加而增加.3)平台原业务用户基础总是有利于总利润和新业务利润的增加,而用户基础对原业务利润的影响还依赖于交叉网络外部性和跨市场网络效应的关系.

Pricing strategy of the platform considering network effects and business expansion

Considering the cross-market network effect and characteristics of two-sided platforms, this paper builds the sequential game model to study the pricing strategy of a monopoly platform with business expansion. The research shows that:The pricing strategy of the platform is influenced by user base, cross-group network externality and cross-market network effect. There is no charge on the side of the new business with cross-market network effect and the membership fee is always charged on the new side. Whether to charge membership fees or to subsidy users on both sides of the original business depends on the relationship of the cross-group network externality and cross-market network effect. In addition, the profit of original business decreases with the increasing of the cross-market network effect while the profit of the new business increases with the increasing of the cross-market network effect. The user base of the platform's original business is always conducive to the increase of total profit and new business's profit, while the influence of the user base on the original business profit is also dependent on the relationship between cross-network externalities and cross-market network effect.