摘要
平台企业的定价结构对平台企业的经营和盈利有战略性的影响。以电子商务平台为分析对象,从博弈论角度探讨电子商务平台定价策略的选择过程及各主体利益的均衡。研究发现,平台企业的经营具有鲜明的生命周期性特征,初期应采取免费甚至补贴政策以构建坚实的用户基础,成长期则应结合交叉网络外部性、需求弹性等特征实行非对称性定价策略。另外,平台企业应积极推进平台的市场化运作,减少对平台的干预,将向平台企业买家提供的增值性服务及相应的收费限定在合理的范围。
The pricing structure of platform enterprises has a strategic impact on the operation and profitability of platform enterprises. The paper takes the e-commerce platform as the analytic object to discuss the selection process of e-commerce platform pricing strategy and the balance of the interests of various entities from perspective of game theory. The study shows that the operation of platform enterprises has distinct characteristics of life cycle, free or even subsidized policies should be adopted to build a solid user base at the initial stage while at the stage of growth, the asymmetric pricing strategy should be implemented in combination with the externality of the cross network and the elasticity of demand. In addition, the platform enterprises should actively promote the market-oriented operation of the platform and reduce the intervention on the platform. The value-added services and the corresponding fee should be limited to a certain reasonable range.
作者
孙学敏
贺慧明
SUN Xuemin;HE Huiming(School of Business,Zhengzhou University,Zhengzhou 450001,China)
出处
《河南工业大学学报（社会科学版）》
2018年第4期51-56,共6页
Journal of Henan University of Technology:Social Science Edition
基金
2016年河南省哲学社会科学规划项目:河南中小企业公共服务平台生态圈生成机制与运营模式创新研究(2016BJJ052)
关键词
电商平台
定价策略
博弈论
非对称性定价
e-commerce platform
pricing strategy
game theory
asymmetric pricing
