摘要
共享产品的出现增加了新的消费和供给渠道,不仅改变了人们的消费模式,还影响着传统产品的供给消费关系,形成了新的多边市场均衡。由于共享平台的双边市场特征及网络外部性特征,新的多边市场均衡取决于C2C共享模式中主体的主观能动性、共享平台双边市场的外部性及其交互作用。本研究通过感知价值差异识别参与主体差异,在考虑双边市场外部性交互作用的基础上,构建三维Hotelling模型,从共享产品双边市场均衡、共享产品介入下的三方市场均衡(共享消费、传统消费、不消费)两个维度,探索共享产品介入下的共享平台双边市场、产品消费三方市场均衡机制,进而识别共享平台和传统平台的最优定价决策,为共享经济中的参与主体制定相关策略提供依据。研究发现:在C2C共享模式中,潜在需求的开发规模与共享经济中的定价决策密切相关,受平台(共享平台和传统平台)产品拥有量的积极影响,双边市场的感知价值差异和外部性对产品消费决策起到调节作用;共享平台的最优定价决策,与供给市场的外部性、供给者感知价值差异以及供给成本密切相关,与消费市场关系不大;共享平台的最大利润受同类产品定价决策、产品效用,以及供给市场外部性、供给市场感知价值差异的积极影响,受消费市场外部性和传统平台产品拥有量的消极影响;当共享平台的佣金率小于一定数值时,传统平台存在最大利润,与共享产品供给价格和佣金率密切相关。
The emergence of sharing products increases new consumption and supply channels,which not only changes individuals'con-sumption patterns,but also affects the supply-consumption relationship of traditional products,thereby forming a new multilateral market equilibrium.Due to the characteristics of two-sided market and network externalities of sharing plaform,the new multilateral market equilibrium depends on the subjective initiative of participants in C2C sharing pattern,the externalities of two-sided market of sharing platform and their interaction.This study identifies the differences of participants through the differences in perceived value.On the basis of the two-sided market externality interaction,a three-dimensional Hotelling model is constructed to explore the equilibrium mechanism of two-sided market of sharing platform and the tripartite market of product consumption under the intervention of sharing products from two dimensions:the equilibrium of two-sided market of sharing products and the equilibrium of tripartite market under the intervention of sharing products(sharing consumption,traditional consumption,non-consumption).Then,this study recognizes the optimal pricing strategy of sharing plaform and traditional economic platform,providing the participants in sharing economy with the foundation of formu-lating relevant strategies.The findings of this study are as follows.In the C2C sharing pattern,the development scale of potential demand is closely related to the pricing decisions in sharing economy and positively affected by the amount of products on platform(sharing plat-form and traditional platform),and perceived value dfferences and externalities in two-sided market play a moderating role in product consumption decision-making;The optimal pricing decision of sharing platform is closely related to the externalities of the supply market,the perceived value differences of suppliers and the supply cost,but has litle to do with the consumer market;The maximum profit of sharing platform is positivel
作者
刘刊
周宏瑞
曲玉玲
Liu Kan;Zhou Hongrui;Qu Yuling(School of Management,Harbin University of Commerce,Harbin 150028;School of Basic Science,Harbin University of Commerce,Harbin 150028)
出处
《管理评论》
北大核心
2023年第6期262-274,共13页
Management Review
基金
黑龙江省哲学社会科学研究规划项目(21JYC236)。
关键词
共享经济
定价
双边市场
外部性
主体差异
sharing economy
pricing
two-sided market
externality
participant dfference
