摘要
考虑由一个聚合平台和一个内嵌的第三方平台构成的双边市场,通过构建基于用户效用函数与平台利润函数的非合作博弈模型,研究两个平台各自及同时向消费者提供增值服务3种情形下的最优增值服务投资水平,以及相应的佣金策略。通过对比分析均衡结果得到,第三方平台的利润与聚合平台在需求端的增值服务水平正相关,而第三方平台在需求端的增值服务投资可能损害聚合平台的利润。尽管从收益角度来看,实施增值服务投资可能不是最佳的,但该投资行为确实有助于平台在消费者方面获得更大的市场份额;此外,平台最优决策受平台服务效率、跨网络效应强度等因素影响。
In this study,we consider a two-sided market composed of an aggregation platform and an embedded third-party one.By constructing a non-cooperative game model,this study explores the optimal VAS investment level and the corresponding commission strategy of the two platforms when they provide VASs to their consumers individually or simultaneously.After comparing the equilibrium results,it is found that the VAS investment of the aggregation platform contributes to the profit of the third-party one,but the VAS investment of the third-party platform may damage the profit of the aggregation one.Although implementing VAS investment may not be the best option for a platform from a revenue perspective,the investment does help the platform expand its consumer base.In addition,the optimal decisions of the two platforms are influenced by factors such as platform service efficiency and the cross network effects.
作者
黄晓琼
徐飞
HUANG Xiaoqiong;XU Fei(Southwest Jiaotong University,Chengdu,China;Shanghai University of Finance and Economics,Shanghai,China)
出处
《管理学报》
北大核心
2024年第6期919-927,共9页
Chinese Journal of Management
基金
国家重点研发计划重点专项资助(2017YFB1401401)。
关键词
聚合平台
增值服务
平台佣金率
第三方平台
双边市场
aggregation platform
value-added services
commission rate
the third-party platform
two-sided markets
