摘要
现阶段大型零售商已经具备双边市场的特征,本文通过大型零售平台定价模型的构建,得出影响定价的因素;然后通过实证数据对影响因素进行分析,验证大型零售平台多品牌战略的现实意义。研究发现,平台多品牌战略是基于提高平台匹配技术的考虑。
Based on the theory of two-sided market,combined with the two-sided market characteristics of the large retial platform,deriving the pricing model of the large retial platform and the factorsaffect pricing.Verifying the practical significance of the large retail platform＇s multi-brand strategy by empirical data.The study found that the multi-brand strategy is based on the considerations of platform matching technology.
出处
《江苏商论》
2012年第11期11-15,共5页
Jiangsu Commercial Forum
关键词
大型零售商
双边市场
垄断平台
通道费
多品牌战略
Large retailers
Two-sided market
Monopoly platform
Slotting allowances
Multi-brand strategy
