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基于双边市场理论,考虑消费者的信息分享行为,研究了社会化商务系统中商家、平台独立激励消费者以及商家和平台同时激励消费者3种情况下,社会化商务平台的定价策略。同时,讨论了在平台发展不同阶段,社会化商务平台的价格策略选择问题。研究发现:消费者得到的奖励转嫁到平台对其收取的费用之中,没有分享信息的消费者为已经分享信息的消费者买单;平台独立激励消费者时,其利润随着奖励的提高而降低;在平台发展的起始阶段,不适合采用商家和平台同时激励消费者的策略,在平台发展的成熟阶段,不适合采用平台独立激励消费者的策略。
Based on the theory of bilateral market, considering the behavior of consumers’ information sharing, this paper studies the pricing strategy of social commerce platform under three kinds of situations: merchants in platform of social commerce, platform independent incentive consumers, merchants and platforms at the same time inspiring consumers. At the same time, it discusses the selection of price strategy of social commerce platform in different stages of platform development. The research found that the reward received by the consumers is transferred to the fee charged by the platform, and the consumers who do not share the information pay the consumers who have already shared the information. When the platform independently motivates the consumers, the profit of the platform decreases as the reward increases ; At the initial stage of platform development, it is not suitable to adopt the strategy of both businesses and platforms to stimulate consumers at the same time. At the mature stage of platform development, it is not suitable to adopt the platform’s strategy of encouraging consumers independently.