摘要
针对两个为制造商和供应商提供零部件交易服务的第三方制造平台,考虑双边用户之间存在正向的交叉网络效应且各边用户群体内部存在负向的组内网络效应,通过构建Hotelling模型,研究了制造商和供应商多归属时平台最优的服务与定价策略,并考察了组内网络效应对平台最优决策的影响。研究表明:当两个平台为用户带来的基础效用较高时,它们应采取差异化服务策略,在此情形下,平台总是向供应商收费更多,但可能给予制造商一定的补贴;而当两平台为用户带来的基础效用较低时,它们应该采取同质化服务策略,此时平台不再实施补贴策略,甚至在一定条件下,平台可能会对交叉网络效应强度更高的制造商收费更多。
Aiming at two competitive third-party manufacturing platforms that offer parts trading service to manufacturers and suppliers,this paper considers the positive cross-network effects between bilateral users and the negative intra-group network effects within each user group.A Hotelling model is constructed to study the optimal service and pricing strategy of the platforms when manufacturers and suppliers are multihoming.The impacts of intra-group network effects on the optimal decision of platforms are further analyzed.The re-sults show that,when the basic utility that plaforms offer to users is high,the two platforms should adopt differentiated service strategy.In this case,platforms always charge more for suppliers,while it's possible to give some subsidies to manufactures.However,when the basic utility that platforms offer to users is low,the two platforms should implement homogeneous service strategy.At this time,platforms no longer give subsidies to manufacturers,and under certain conditions,the platforms will charge more for manufacturers even though manufactures'cross-network effect intensity is greater than suppliers'.
作者
但斌
熊俊
眭蓉华
张旭梅
Dan Bin;Xiong Jun;Sui Ronghua;Zhang Xumei(School of Economics and Business Administration,Chongqing University,Chongqing 400044;Chongqing Key Laboratory of Logistics at Chongqing University,Chongqing 400030;School of Business Administration,Chongqing Technology and Business University,Chongqing 400067)
出处
《管理评论》
北大核心
2023年第12期160-168,共9页
Management Review
基金
国家自然科学基金项目(72072016)
中央高校基本科研业务费项目(2023CDJKYJH004)。
关键词
第三方制造平台
组内网络效应
多归属
服务
定价策略
third-party manufacturing platform
intra-group network effects
multihoming
service
pricing strategy
