论文部分内容阅读
鉴于交叉网络效应导致用户加入双边平台的效用随用户规模动态变化,提出根据用户规模进行适应性动态定价的策略思想,并运用数值计算方法对该定价策略的效果进行深入研究。首先,引入平台动态竞争建模方法,构建了包含用户规模的双边平台适应性动态定价模型;接着,根据数值计算结果对动态定价与静态定价的效果进行比较;最后,考察了平台竞争主要参数的变化对动态定价策略效果的影响。研究表明:(1)动态定价显著优于静态定价,模型主要参数的取值变动不会改变动态定价具有相对优势这个定性结论;(2)提升服务质量或改变基准用户数不会明显增加动态定价的相对优势,但强交叉网络效应或前瞻性用户都会增强动态定价的相对优势。研究结果有助于平台企业管理者更好地制定平台定价策略。
In view of the cross-network effect, the utility of users participating in the bilateral platform changes dynamically with the size of the user, a strategy of adaptively pricing based on the user’s scale is proposed, and the effect of the pricing strategy is further studied by numerical calculation. First of all, the dynamic competition model of platform is introduced to construct a dynamic platform-based dynamic pricing model of bilateral platform with user scale. Secondly, the effect of dynamic pricing and static pricing is compared based on numerical calculation. Finally, the main parameters of platform competition The Effect of Change on the Effect of Dynamic Pricing Strategy. The results show that: (1) Dynamic pricing is significantly superior to static pricing. The change of the value of the main parameters of the model will not change the qualitative conclusion that dynamic pricing has relative advantage. (2) The improvement of service quality or the change of number of reference users will not significantly increase the dynamic pricing However, strong cross-network or forward-looking users will all benefit from the relative advantage of dynamic pricing. The results of this study will help platform managers better formulate platform pricing strategies.