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在空间hotelling模型框架下考虑了双边市场平台的定价策略和选址问题,首先梳理了用户部分多归属的数种典型结构,随后在三种用户归属结构之下考虑了平台的定价策略,研究表明平台企业往市场中点移动会提高平台的定价和市场份额,两边用户之间网络外部性强度的提高一般会降低平台企业的利润,随后选择上海大型超市选址和银行卡平台定价这两个案例进行印证分析。
Considering the pricing strategy and site selection of bilateral marketplaces under the framework of spatial hotelling model, we first sort out several typical multi-homed user structures, and then consider the platform pricing strategy under three user ownership structures. Platform companies to move to the midpoint of the market will increase platform pricing and market share, both sides of the network between the external strength of the increase will generally reduce the profits of platform companies, and then select the Shanghai supermarket location and bank card platform pricing of these two cases Carry on proof analysis.