基于双边市场的互联网平台企业倾斜定价模型与策略  

Skewed Pricing Model and Strategy for Internet Platform Enterprises Based on Two-Sided Markets

作　　者：蔡万刚[1] 钟榴[1] 刘姜[2] 郑建国[1] CAI Wangang;ZHONG Liu;LIU Jiang;ZHENG Jianguo(The Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China;Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]上海理工大学管理学院,上海200093

出　　处：《上海理工大学学报》2019年第1期52-57,共6页Journal of University of Shanghai For Science and Technology

基　　金：国家自然科学基金资助顶目(11701370);上海市自然科学基金资助顶目(15ZR1401600)

摘　　要：随着互联网平台企业的快速发展,针对双边市场的倾斜定价成为一种普遍的现象,这种特殊的定价模式也成为研究焦点。在价格总水平稳定的情况下,双边市场的定价结构直接影响了平台的交易量,合理的定价机制已成为影响互联网平台企业发展的重要制约因素。应用双边市场理论构建了倾斜定价模型,阐释了双边市场的需求价格弹性和交叉网络强度如何影响平台企业的倾斜定价,并最终形成平台最优化的价格结构和价格水平的经济学原理。最后以优步为案例佐证互联网平台企业的倾斜定价方法和补贴策略,也为现实生活中的倾斜定价事例提供了合理性解释。With the rapid development of internet platform enterprises,the skewed pricing model for these enterprises has been widely used and has become a research focus.When the overall price level is stable,the price structure directly affects the volume of business,thus a proper pricing mechanism turns into an important factor influencing the development of internet platform enterprises.The theory of twosided markets was applied to construct a pricing model that explains the economic principle of how the demand-price elasticity and the cross-network effects of two-sided markets influence the pricing of internet platform firms,and finally develop the optimal price structure and total price level.Also,a case study of Uber was made to discuss the skewed pricing methods and subsidy strategy used by internet platform enterprises,which provides a reasonable explanation for the examples of skewed pricing in real life.

关 键 词：互联网平台企业 双边市场 倾斜定价 定价策略 

分 类 号：F270[经济管理—企业管理]