基于双边市场理论的会展平台运营策略——以东盟博览会为例  

Operating Strategies for Exhibition Platform Based on the Theory of Bilateral Market:A Case Study of SEAN Expo

作　　者：梁君[1] 

机构地区：[1]广西师范大学经济管理学院,广西桂林541004

出　　处：《广西师范大学学报（哲学社会科学版）》2014年第1期44-48,共5页Journal of Guangxi Normal University(Philosophy and Social Sciences Edition)

基　　金：教育部人文社会科学研究青年基金项目"西部地区文化产业升级机制与路径研究--基于波特钻石模型的视角"(11YJC630114)

摘　　要：随着社会经济和网络科技的不断发展,市场交易模式已经逐步由单边转变为双边。会展平台是典型的双边市场,基于会展双边市场的特性,会展行业的运行要注意产品差异化程度、网络交叉外部性、边际费用、交易者数量以及平台服务质量等因素的影响,其平台运营策略应运用差别定价体系、比较优势、国际化发展态势等。With the development of social economy and network technology, market trading pattern has been gradually changed from unilateral to bilateral. The exhibition platform is a typical bilateral market. Through analyzing the bilateral market characteristics of exhibition, this paper argues that the degree of product differentiation, cross-network externalities, marginal cost, the number of traders and platform QOS etc. , would make an influence on the progress of exhibition industry. Besides, on the basis on the actual case ASEAN expo, the author proposes some platform operating strategies, such as differential pricing system, comparative advantage, and international development trend.

关 键 词：双边市场 东盟博览会 会展平台 运营策略 

分 类 号：F713.5[经济管理—市场营销]