考虑用户消极性预期的双边平台升级换代策略  

Bilateral platform upgrading strategy considering user negative expectation

作　　者：桂云苗[1] 李志远 胡红春[2] GUI Yunmiao;LI Zhiyuan;HU Hongchun(School of Economics and Management,Anhui Polytechnic University,Wuhu 241000,Anhui,China;Staff Development Institute of China National Tobacco Corporation,Zhengzhou 450008,Henan,China)

机构地区：[1]安徽工程大学经济与管理学院,安徽芜湖241000 [2]中国烟草总公司职工进修学院,河南郑州450008

出　　处：《山东大学学报(理学版)》2023年第11期86-94,103,共10页Journal of Shandong University(Natural Science)

基　　金：国家自然科学基金资助项目(72071002);安徽省自然科学基金资助项目(2008085MG229);安徽省优秀科研创新资助项目(2022AH010061)。

摘　　要：在考虑用户消极性预期、交叉网络外部性与平台质量对双边用户效用影响的基础上,建立共生换代和单品换代2种双边平台升级策略的动态博弈模型。研究发现,共生换代策略是双边平台的最优升级策略,先与卖方博弈是最优博弈时序,双边平台选择共生换代策略且先与卖方博弈是最优策略。2种升级策略下,新平台对买方的最优定价随着新平台质量的提高而增加,单品换代策略下,先与买方博弈时,新平台对卖家的最优定价随新平台质量的增大而减小,先与卖方博弈时,新平台对卖家的最优定价随新平台质量的提高而增加。双边用户间的交叉网络外部性对不同升级换代策略下平台双边用户的最优定价有正向和负向的影响。无论平台采取何种升级策略以及何种博弈时序,随新平台质量的提高和双边用户间交叉网络外部性的增大,平台最优利润都会增加。Considering the influence of user negative expectation,cross-network externality and platform quality on the utility of bilateral users,a dynamic game model of two bilateral platform upgrading strategies established:dual rollover strategy and single rollover strategy.It is found that the dual rollover strategy is optimal upgrade strategy of the bilateral platform,the game with seller is the optimal game timing,and the bilateral platform chooses the dual rollover strategy and the game with seller is the optimal strategy.Under the two upgrade strategy,the new platform of the optimal pricing increases with the raise of the quality of the new platform.Under the single rollover strategy,when game with the buyer first,the new platform of the seller of the optimal price decreases with the increase of the new platform quality,when game with the seller first,the new platform of the optimal price of the seller increases with the increase of the new platform quality.The cross-network externality between bilateral users has a positive and negative impact on the optimal pricing of bilateral users on the platform under different upgrading strategies.No matter what upgrade strategy and the game timing the platform adopts,the improved quality of the new platform and the increase of the externality of the cross-network between bilateral users,the optimal profit of the platform will increase accordingly.

关 键 词：消极性预期 双边平台 升级换代策略 动态博弈 

分 类 号：F272[经济管理—企业管理]