基于双边市场理论的电商平台定价策略  

Pricing Strategy of E-commerce Platform Based on Bilateral Market Theory

作　　者：夏杰长[1,2,3] Xia Jiechang

机构地区：[1]中国社会科学院财经战略研究院,北京100006 [2]中国社会科学院大学商学院 [3]中国社会科学院-上海市人民政府上海研究院

出　　处：《企业经济》2023年第8期5-13,F0002,共10页Enterprise Economy

基　　金：国家自然科学基金面上项目“生产网络视角下服务业技术进步影响因素、机制及路径优化研究”(项目编号:72073139)。

摘　　要：定价策略是双边市场和平台经济研究的核心问题。价格结构和倾斜定价等价格策略作为电商平台经营活动面临的首要问题,决定了电商平台参与竞争和获取优势的能力。本文基于双边市场理论视角研究了电商平台定价模式与策略,研究发现:电商平台定价涉及主体和内容较多,定价策略相对单边市场和其他平台更加复杂;广告费、交易费和会员费三维价格结构是基于用户规模和网络外部性的交互影响而形成的;电商平台定价实践中面临着倾斜定价程度、算法定价技术和平台定价监管的权衡与挑战。未来应基于加强平台定价策略研究、规范电商平台定价实践和优化电商平台价格监管机制等主要路径,支持和规范电商平台健康可持续发展。Pricing strategy is the core issue in the research of bilateral market and platform economy.As the primary problems faced by the business activities of e-commerce platforms,pricing strategies such as price structure and inclined pricing determine the ability of e-commerce platforms to participate in competition and gain advantages.This paper studies the pricing model and strategy of e-commerce platform from the perspective of bilateral market theory.It is found that the pricing of e-commerce platform involves many subjects and contents,and the pricing strategy is more complicated than that of unilateral market and other platforms;the three-dimensional price structure of advertising fee,transaction fee and membership fee is formed based on the interaction of user size and network externalities;the pricing practice of e-commerce platform is faced with tradeoff and challenge of inclined pricing degree,algorithm pricing technology and platform pricing supervision.In the future,the healthy and sustainable development of e-commerce platforms should be supported and regulated based on the main paths of strengthening research on platform pricing strategies,standardizing e-commerce platform pricing practices and optimizing e-commerce platform price supervision mechanisms.

关 键 词：双边市场 电商平台 价格 倾斜定价 

分 类 号：F724.6[经济管理—产业经济]