基于双边市场理论的网上技术市场定价策略  

Pricing Strategies of Online Technology Market Based on the Perspective of Two-sided Markets

作　　者：马亚丽[1] 李华[1] 王方[1] 

机构地区：[1]西安电子科技大学经济与管理学院,陕西西安710126

出　　处：《科技管理研究》2016年第11期233-239,共7页Science and Technology Management Research

基　　金：国家软科学研究计划项目"陕西省科技成果转化的中试模式及机理研究"(2014GXS2D031);陕西省科学技术研究发展计划项目"2014年度陕西省技术市场及成果统计分析"(2015CG014);西安电子科技大学研究生创新基金项目"科技成果转化中技术供需主体双边匹配问题研究"(72132676)

摘　　要：通过分析国内外主要网上技术市场的盈利模式,基于双边市场理论研究网上技术市场在3种不同收费方式下追求垄断平台利润最大化和社会福利最大化2种视角下的定价策略。在分析比较各种定价策略的基础上,得出垄断平台下网上技术市场建设初期应在社会福利最大化视角下制定价格策略,而随着平台发展成熟,应在平台利润最大化视角下制定价格策略的结论,并给出3种不同收费方式下网上技术市场具体的定价策略。Through the analysis of the profit mode of main online technology markets both at home and abroad and based on the theory of two-sided markets,this article studies pricing strategies of online technology market under the three different charging modes,from the two perspectives of profits and social welfare maximization of monopolized platforms. On the basis of the analysis and comparison of the pricing strategies,it is concluded that considering monopolized platforms,online technology market should make pricing strategy under the perspectives of social welfare maximization at the beginning of its construction; with its development into the mature period,it should make pricing strategy under the perspective of profits maximization. And the specific pricing strategy of online technology market is given under the three different charging modes.

关 键 词：网上技术市场 双边市场 定价策略 社会福利 

分 类 号：F723.84[经济管理—市场营销] F724.6[经济管理—产业经济]