Research on Additional Investment and Pricing Strategy of Network Platform Considering Heterogeneous Bilateral Effect
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.
NETL
NSTL
万方数据
