基于双边市场的网络团购平台定价模型研究

双边市场理论是近年来产业组织研究的热点问题,结合网络团购平台特点,可以推导出适合网络团购平台的定价模型,讨论交叉网络外部性、差异化程度、卖方信誉及平台搜索匹配度对网络团购平台定价的影响。结论表明,平台需要对网络外部性较强、信誉较高且差异化程度较小的一方收取较低的交易费甚至免费,相反则抽取较高佣金,同时提高平台的搜索匹配概率将对企业利润产生显著的正向影响。网络团购平台需通过不断提高差异化程度和卖方信誉等方式,来吸引更多用户并达成更多交易量,从而使团购企业真正获得盈利。

Research on Network Group-buying Platform Pricing Model Based on Two-sided Market

In recent years,two-sided market theory has been a hot spot in the field of industrial organization.Combining with the characteristics of network group-buying platform,a pricing model suitable for the network group-buying platform is established,and the impacts of crossover network externalities,differentiation degree,the sellers’ reputation and search efficiency are discussed.The conclusions show that platform needs to charge lower fee or even be free on the side which has stronger network externalities,higher reputation and differentiation degree,and on the contrary charges higher commissions.At the same time,improving the search matching probability will have a significantly positive impact on the corporate profit.Network group-buying platform needs to attract more users and achieve more deals to make the enterprise gain profit by means of improving differentiation degree,sellers’ credit and so on.