第三方电子商务平台的定价策略研究

提出并研究吸引企业应用第三方电子商务平台的定价策略问题．文中首先构建了以第三方电子商务平台提供商的利润最大化为目标的价格优化模型，然后研究了优化模型的求解和最优定价策略．在此基础上，分析了电子商务技术发展水平、平台功能、建设成本等因素对第三方电子商务平台发展产生的影响，并指出发展第三方电子商务平台对中小企业应用电子商务是非常有益的．

Study on pricing strategy of third party electronic commerce platform

The pricing strategy of attracting enterprises to apply third party electronic commerce platform is studied in this paper. The model of price optimization is built first for the goal of the maximum profit of the provider of third party electronic commerce platform. Then the solution of the model and the optimum pricing strategy is studied. On this foundation, the influences of some factors, including the state of electronic commerce technology, the function of platform, the cost of construction, and so on, on third party electronic commerce platform are analyzed. We point out that it is advantageous for small to medium enterprises to participate electronic commerce by using third party electronic commerce platform.