摘要
以具有在线点评功能的订餐平台作为研究对象,在现有的研究基础上将在线点评带来的正的组内网络外部性考虑到双边平台的定价问题中,以研究在平台的组内网络外部性和正的组间网络外部性同时存在的情况下如何对两边进行定价从而实现平台的利润最大化.研究结果表明:当商户的网络外部性大于消费者的网络外部性时,点评带来的自网络外部性的增加会使平台减少对消费者的补贴;当商户方的网络外部性小于消费者方的网络外部性时,点评带来的自网络外部性的增加会使平台增加对商户收取的费用.
Taking the meal ordering platform with customer on-line review function as the object of the research,based on the fundamental of existing literatures,it was studied that how the meal ordering platform make pricing strategy to maximize profit when both positive intra-group network externality and inter-group network externality exist.The result shows that when the network externality of seller is greater than the network externality of buyer,the increase of intra-group network externality brought by on-line review will make the platform reduce subsidies for buyer.Otherwise the increase of intra-group network externality brought by on-line review will make the platform charge higher price for seller.
关键词
双边市场
网络效应
自网络外部性
定价
two-sided market
network effect
intra-group network externality
pricing
