基于双边市场的平台企业联合营销策略分析  

Analysis of Joint Marketing Strategy of Platform Enterprises based on Two-sided Market

作　　者：郑春梅[1] 贾珊珊[1] 赵晓男[1] 

机构地区：[1]北方工业大学经济管理学院

出　　处：《价格理论与实践》2017年第5期159-162,共4页Price:Theory & Practice

基　　金：北京市教委科技发展基金"互联网金融平台企业的定价策略研究"(SM201610009007)

摘　　要：本文根据消费者对联合营销的偏好差异性将其分为偏好、厌恶和无差异三种类型,通过构建一个两阶段完全信息动态博弈模型研究了双寡头市场下平台企业的联合营销策略。研究发现:无论市场中有一个还是两个平台企业实施联合营销策略,平台企业对消费者的定价、消费者总效用以及社会总福利都与消费者中偏好联合营销的人数比例、消费者对联合营销的偏好程度呈正相关,当消费者产生更大的交叉网络外部性时,平台企业对商家的定价也与上述两个变量呈正相关;此外,联合营销策略总能提高两个平台企业的利润之和,但并不改变所有商家的效用之和。因此本文建议各平台企业在实施联合营销策略之前应充分了解用户的消费需求及其对联合营销的偏好程度,在此基础上对消费市场细分,针对不同类型的客户实施相应的联合营销策略以培养起用户的消费黏性。Dividing the consumers into three types preference, hate and no difference according to the consumers＇ preference for joint marketing and constructing a two-stage dynamic game model with fully information, this paper studies the joint marketing strategy of platform enterprises under duopoly market. The results show that whether there is one or two platforms in the market to implement joint marketing strategy, the platforms＇ prices for consumers,consumers＇ total utilities and total social welfare are all positively correlated with the percentage of consumers who prefer joint marketing and their preference for it. When consumerss＇ cross network externality is bigger than seller＇s, platforms＇ price to sellers is also positively related to the above two variables. In addition, joint marketing strategy can always increase the sum of the profits of the two platform enterprises but does not affect the utility of all sellers. Therefore, this paper suggests that all platform enterprises should fully understand the consumers＇ demand and their preference for bundling before implementing the joint marketing strategy , then subdivide the consumer market on the basis and implement the corresponding joint marketing strat- egy for different types of consumers in order to cultivate their stickiness.

关 键 词：平台企业 联合营销 偏好差异性 社会总福利 

分 类 号：F274[经济管理—企业管理]