考虑边内网络外部性的双边市场定价模型研究  

Research on the Bilateral Market Pricing Model Considering Within-group Externalities

作　　者：王双亚[1] 刘刚[1] 

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《上海管理科学》2013年第5期6-11,共6页Shanghai Management Science

基　　金：教育部人文社会科学规划基金资助项目(No.10YJA790112)

摘　　要：针对目前双边市场定价模型研究主要集中在边间网络外部性的不足,考虑边内网络外部性,建立了双边用户均单归属、一边用户单归属而另一边用户部分多归属、双边用户均部分多归属三种条件下的双边市场定价模型。结果发现:在第一种条件下,边间与边内网络外部性的增大都会降低平台企业的利润,平台企业应增强平台的差异性来提高平台的利润;在第二种条件下,平台企业向单归属用户收取较高的价格,向部分多归属用户收取较低的价格;在第三种条件下,平台企业的利润与均衡价格均低于两边用户均单归属时的利润与定价,平台企业应采取措施阻止用户多归属行为来提高利润。Network effects have huge impact on the best prices that platform charges. However, many researches focus on cross-group externalities. In this paper, we model three platforms competing for seller and buyer, considering within- group extemalities. The result shows that in two-sided single- homing, the platforms should increase relative differentiation to improve the profits. In the case of one side single-homing but the other partial multi-homing, the platform will charge higher price from the single-homing side than the partial multi- homing side. In two-sided partial multi-homing situation, the profit of platforms is lowest, thus platforms will take measures to orevent users to be multi-homin~,.

关 键 词：双边市场 网络外部性 定价模型 

分 类 号：F224[经济管理—国民经济]