摘要
建立了双边市场平台提供差异化服务时的定价模型,并将平台所提供的服务分为匹配服务和增值服务,分别分析了垄断平台从这两个方面提供差异化服务时,平台的定价、用户数量及利润情况。研究表明:1)垄断平台提供差异化服务有利于增加平台用户归属数量及利润;2)平台提供差异化匹配服务时,当以平台利润最大化为目标时,平台应降低对低质量匹配服务的收费,增加对高质量匹配服务的收费;3)平台提供差异化增值服务时,当以平台利润最大化为目标,平台对于两种质量的增值服务定价与平台只提供单一质量的增值服务时定价相同。
A platform pricing model in two-sided market under the condition of service differentiation is developed. The services provided by platforms are classified into two categories： matching service and valueadded service. A platform can provide differentiated matching service and differentiated value-added service. Then,the pricing,the number of users,and profit of the monopoly platform are analyzed for different services,respectively. The study shows that： 1） the monopoly platform can get extra users and profits by offering differentiated service; 2） in order to maximize the profits,the platform should charge less for the low-quality matching service and more for the high-quality matching service when providing differentiated matching service; 3） the platform should charge the same for both value-added services and single valueadded service.
出处
《工业工程》
北大核心
2013年第6期77-83,共7页
Industrial Engineering Journal
基金
国家自然科学基金资助项目(71090403
71090400)
华南理工大学SRP资助项目(2013-2751)
关键词
双边市场
差异化服务
定价
two-sided markets
service differentiation
pricing strategy
