考虑异质性双边效应的网络平台追加投资与定价策略研究  

Research on Additional Investment and Pricing Strategy of Network Platform Considering Heterogeneous Bilateral Effect

作　　者：潘思明 陆绍凯[1] 刘盼 Pan Siming;Lu Shaokai;Liu Pan(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Basic Department,Officers College of People Armed Police,Chengdu 610213,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]中国人民武装警察部队警官学院基础部,四川成都610213

出　　处：《中国管理科学》2024年第9期193-200,共8页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71942006,72171197)。

摘　　要：双边网络的异质性是网络型平台运作管理需要重点考虑的因素。本文研究了考虑双边网络效应并具有垄断地位的双边在线平台的追加投资和定价策略,探明了影响平台追加投资、会员费定价和广告费定价的因素。结果表明:当追加投资系数大于一定阈值时,平台应以最高水平进行追加投资,否则应减少追加投资;当边际追加投资成本在某个区间时,平台应以最高水平进行追加投资,否则应减少追加投资;消费者和广告商的负网络效应增加时,平台应减少追加投资并降低会员费;广告商对消费者的正网络效应增加时,平台应增加追加投资、降低会员费和广告费;当消费者之间的网络内部效应强度增加时,平台应增加追加投资、会员费和广告费。The heterogeneity of bilateral network is a key factor to be considered in the operation and management of network platform.The additional investment and pricing strategy of a two-sided online platform with monopoly position considering two-sided network effects are studied,and the factors are found out that affect the additional investment,membership fee pricing and advertising fee pricing of the platform.The results show that when the additional investment coefficient is greater than a certain threshold,the platform should invest at the highest level,otherwise the additional investment should be reduced;When the marginal additional investment cost is in a certain range,the platform should invest at the highest level,otherwise,it should reduce the additional investment;When the negative network effect of consumers and advertisers increases,the platform shall reduce the additional investment and reduce the membership fee;when the positive network effect of advertisers on consumers increases,the platform shall increase the additional investment,reduce the membership fee and advertising fee;when the internal network effect between consumers increases,the platform shall increase the additional investment,membership fee and advertising fee.

关 键 词：网络平台 双边效应 追加投资 定价策略 

分 类 号：F062.9[经济管理—政治经济学]