考虑异质性双边效应的网络平台追加投资与定价策略研究
Research on Additional Investment and Pricing Strategy of Network Platform Considering Heterogeneous Bilateral Effect
潘思明 1陆绍凯 2刘盼2
作者信息
- 1. 西南交通大学经济管理学院,四川 成都 610031;中国人民武装警察部队警官学院基础部,四川 成都 610213
- 2. 西南交通大学经济管理学院,四川 成都 610031
- 折叠
摘要
双边网络的异质性是网络型平台运作管理需要重点考虑的因素.本文研究了考虑双边网络效应并具有垄断地位的双边在线平台的追加投资和定价策略,探明了影响平台追加投资、会员费定价和广告费定价的因素.结果表明:当追加投资系数大于一定阈值时,平台应以最高水平进行追加投资,否则应减少追加投资;当边际追加投资成本在某个区间时,平台应以最高水平进行追加投资,否则应减少追加投资;消费者和广告商的负网络效应增加时,平台应减少追加投资并降低会员费;广告商对消费者的正网络效应增加时,平台应增加追加投资、降低会员费和广告费;当消费者之间的网络内部效应强度增加时,平台应增加追加投资、会员费和广告费.
Abstract
The heterogeneity of bilateral network is a key factor to be considered in the operation and manage-ment of network platform.The additional investment and pricing strategy of a two-sided online platform with monopoly position considering two-sided network effects are studied,and the factors are found out that affect the additional investment,membership fee pricing and advertising fee pricing of the platform.The results show that when the additional investment coefficient is greater than a certain threshold,the platform should invest at the highest level,otherwise the additional investment should be reduced;When the marginal additional invest-ment cost is in a certain range,the platform should invest at the highest level,otherwise,it should reduce the additional investment;When the negative network effect of consumers and advertisers increases,the platform shall reduce the additional investment and reduce the membership fee;when the positive network effect of advertisers on consumers increases,the platform shall increase the additional investment,reduce the member-ship fee and advertising fee;when the internal network effect between consumers increases,the platform shall increase the additional investment,membership fee and advertising fee.
关键词
网络平台/双边效应/追加投资/定价策略Key words
network platform/bilateral effect/additional investment/pricing strategy引用本文复制引用
基金项目
国家自然科学基金项目(71942006)
国家自然科学基金项目(72171197)
出版年
2024
NETL
NSTL
万方数据