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互联网环境下平台企业诸多的特殊定价方式对目前双边市场定价理论提出了挑战,论文运用数理经济学方法,在阐述一般定价模型的基础上,构建以加入双边平台企业交易次数为歧视标准的双边平台企业价格歧视竞争模型,描述了平台的所有权结构和中介平台的设计选择,研究了交叉网络效应在网络平台两边的大小与平台定价的关系模型,将消费者剩余变动额与实施价格策略的收益和成本进行比较,判定实施平台定价策略的利弊得失,为评价双边市场结构和制定平台策略提供依据。
Many special pricing methods for platform enterprises under the Internet environment present challenges to the current bilateral market pricing theory. Based on the mathematical pricing method and the general pricing model, the paper builds a bilateral platform that is based on the criterion that the number of transactions of bilateral platform enterprises is the discrimination criterion It describes the ownership structure of the platform and the design choice of the intermediary platform. It studies the relationship model between the size of the cross-network effect on both sides of the network platform and the pricing of the platform, and compares the change of the consumer surplus with the benefit of implementing the price strategy and Cost comparison to determine the pros and cons of the implementation of platform pricing strategy gains and losses, to provide a basis for evaluating the bilateral market structure and the development of platform strategy.