摘要
针对我国第三方互联网支付平台要在盈利的前提下发展,就合理的定价策略进行了建模讨论。该建模方法基于产业组织理论的双边市场理论,运用了实际数据帮助判定平台的市场结构为垄断,并结合目前国内平台的实际收费情况即只收取用户手续费和对商户采取两部收费,分析得出当一系列的内生变量增加时,平台都会趋向于向商户收取更多的手续费,而减少用户的手续费和商户的注册费;最后对定价策略的完善提出了建议。
In order to ensure that the third-party Internet payment platform could profit, this paper discussed the most reasona- ble price strategy by a model. Based on the two-sided market theory of industrial organization theory, the method used actual data to find out that the market structure of the third-party Internet payment was monopoly, combined the actual charge method that user fee for users and two-part tariff on the merchants. At the same time, when a series of endogenous variables increased, the platform would tend to charge the merchants user fee, simultaneously reduced the user fee for users and registration fee on the merchants. Finally it suggested the direction of perfecting the pricing strategy.
出处
《计算机应用研究》
CSCD
北大核心
2014年第3期773-775,共3页
Application Research of Computers
基金
国家教育部规划基金资助项目(13YJAZH079)
关键词
第三方互联网支付
双边市场
定价策略
third-party Internet payment
two-sided market
price strategy
