双目标多主体下的技术交易一站式服务平台定价模式研究  

Research on Pricing Model of One-stop Service Platform for Technical Trading under Dual Objectives and Multi-gents

作　　者：倪渊[1] 蔡功山 赵艳[2] 王子焉 NI Yuan;CAI Gongshan;ZHAO Yan;WANG Ziyan(School of Economics and Management,Beijing University of Science and Technology Information,Beijing 100192,China;School of Economics,Capital University of Economics,Beijing 100070,China)

机构地区：[1]北京信息科技大学经济管理学院,北京100192 [2]首都经济贸易大学经济学院,北京100070

出　　处：《工业工程与管理》2022年第3期24-32,共9页Industrial Engineering and Management

基　　金：国家重点研发计划项目(2017YFB1400400);北京市青年拔尖人才培育项目(CIT&TCD 20180405);勤信英才项目(QXTCPC201706);研究生科技创新项目(5121911050)。

摘　　要：考虑到技术交易一站式服务平台的多主体互动特征,以及不同属性平台的目标差异,结合现有平台的3种不同定价模式:注册费、交易费和混合制收费,构建了垄断情形下的复合型双边市场定价模型,并对“平台利润最大化”和“社会福利最大化”两种目标下定价模型进行数值仿真。研究表明:利润导向平台定价模式受平台经营周期影响显著,平台在初期和后期应分别采用混合制定价模式和交易收费模式;定价模式与平台社会福利目标无关,而补贴政策、平台范例宣传以及精准匹配技术等是社会福利平台发展的关键;对技术交易市场来说,平台建设可以采用“前期政府引导,后期企业主导”的两段模式。Considered the multi-agent interaction characteristics of the technology trading one-stop service platform and the target differences of different attribute platforms,combined with the three different pricing models of the existing platform:registration fees,transaction fees and mixed fees,a composite pricing model was built under monopoly conditions model of bilateral market pricing,and numerical simulation of pricing models under the two objectives of“maximizing platform profits”and“maximizing social welfare”.The research shows that the profit-oriented platform pricing model is significantly affected by the platform business cycle.The platform should adopt a mixed pricing model and transaction charging model in the early and late stages;the pricing model has nothing to do with the social welfare goals of the platform,while the subsidy policy,platform example promotion and precision matching technology is the key to the development of social welfare platforms;the platform construction adopts a two-stage development model,guided by the government in the early stage,led by the enterprise in the later stage,which is more conducive to the technology trading market.

关 键 词：一站式服务平台 双边市场 定价模式 

分 类 号：F272[经济管理—企业管理]