摘要
在双边平台中,商家的质量是平台质量的关键影响因素之一。在平台双边用户多次交易的事实基础上,以交易次数作为区分商家质量的特征,考察一个同时存在边缘商家和核心商家的双边平台,建立商家竞争力差异下的双边用户效用模型,分析系统均衡状态下交易增值率和交易次数对平台演化结果的影响。研究发现,平台双边用户交易次数的增加会使得平台商家和顾客数量增加,其中交易次数更多的核心商家比边缘商家增长速度快;当商家相对用户从双边交易中获益更多时,平台对核心商家的定价高于边缘商家;当用户相对商家获益更多时,平台对核心商家的补贴高于边缘商家,因而平台应该加大对重点商家的扶持以促进平台的稳定发展。本文的研究结论为平台制定相关管理策略提供了理论依据。
On bilateral platforms,the quality of the merchant is one of the key factors affecting the quality of the platform.Based on the fact that two-sided users of the platform have multiple transactions,using the number of transactions as a feature to distinguish the quality of merchants,a two-sided platform is examined where both edge merchants and core merchants exist at the same time,and a bilateral user utility model under the difference of merchant competitiveness established.The influence of transaction value-added rate and number of transactions on the evolution of the platform under the system equilibrium state is analyzed.The study finds that the increase in the number of transactions between the platform’s bilateral users will increase the number of platform merchants and customers.Among them,the core merchants with more transactions have a faster growth rate than the edge merchants;when the merchants benefit more from the bilateral transactions relative to the users,the platform’s pricing of core merchants is higher than that of edge merchants;when users benefit more from merchants,the platform subsidizes core merchants higher than that of edge merchants.Therefore,the platform should increase support for key merchants to promote the stable development of the platform.The conclusions of this study can provide a theoretical basis for the platform to formulate relevant management strategies.
作者
刘会新
吴飞翔
LIU Huixin;WU Feixiang(School of Management Engineering,Zhengzhou University,Zhengzhou 450001,China)
出处
《工业工程》
北大核心
2022年第3期108-114,共7页
Industrial Engineering Journal
关键词
双边平台
交易次数
竞争力差异
bilateral platform
number of transactions
difference in competitiveness
