在线社交知识共享平台的多阶段定价策略  

Multi-stage optimal pricing strategies for online social knowledge-sharing platforms

作　　者：傅馨 孙晶 蔡舜 赖劲垲 FU Xin;SUN Jing;CAI Shun;LAI Jin-kai(School of Management,Xiamen University,Xiamen 361005,China;Deloitte Consulting(SHANGHAI)Company Limited,Shanghai 200002,China;Faculty of Business,City University of Macao,Macao 999078,China)

机构地区：[1]厦门大学管理学院,厦门361005 [2]德勤管理咨询(上海)有限公司,上海200002 [3]澳门城市大学商学院,中国澳门999078

出　　处：《管理科学学报》2024年第3期15-38,共24页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(91746103,72072150,72192830,72192834);教育部人文社会科学研究规划基金项目(22YJA630020)。

摘　　要：知识共享经济为知识生产、交易、传播提供了崭新的模式和渠道.为促进这一新兴商业模式持续健康发展,本文从双边市场特征出发,综合考虑知识产品时效性和社交特征,构建多阶段平台最优定价模型,并通过知乎Live实证数据实现模型参数估算和数值求解.研究表明:(1)本文所得的定价策略与平台实际运营情况相符,并同其他模型进行了对比分析,证明了模型的有效性和先进性;(2)在平台发展的初创期和成长期,用户规模的扩散率和初始规模对平台定价策略均无明显影响,但在成熟期初始规模对平台收益有正向影响;(3)知识产品时效性及社交特征所影响的主体不同,产品时效性越大对平台发展和运营越有利.产品社交特征对平台成长期有正向影响,但对成熟期造成负向影响.时效性及社交特征对平台影响具有叠加作用,且社交特征影响更大.The emerging knowledge-sharing economy provides an innovative model and efficient channel for knowledge production,trading,and dissemination.To promote the sustainable development of this new business model,this paper proposes a multi-stage optimal pricing model by considering the characteristics of twosided markets and the validity rates and social characteristics of knowledge products.The model parameters are estimated and numerical solutions are conducted through an empirical dataset that collected from Zhihu Live.The results indicate that:(1)The derived optimal pricing strategies are consistent with the actual scenarios of the knowledge-sharing platform,and comparative analysiswith other models proves the advancement and effectiveness of the model;(2)The diffusion rates and initial scales of users have no significant impact on the pricing strategies in the start-up and growth stages,while the initial scale of users has a positive effect on platform revenuesin the maturity stage;(3)The validity rates and social characteristics of knowledge products affects different parties of the platform.The validity rates positively influence the development and operation of the platform.In addition,although social characteristics have a positive impact on the growth stage,a negative impact on the maturity stage is also observed.In particular,the validity rates and social characteristics have a cumulative effect on the platform,and social characteristics have a stronger effect than validity rates.

关 键 词：知识共享平台 双边市场 在线知识社区 多阶段定价模型 

分 类 号：F272.3[经济管理—企业管理] G202[经济管理—国民经济]