| 用户质量对平台定价策略的影响研究 |
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| 引用本文： | 李治文,金娥,熊强.用户质量对平台定价策略的影响研究[J].软科学,2017(3):115-119. |
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| 作者姓名： | 李治文 金娥 熊强 |
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| 作者单位： | 江苏大学 管理学院,江苏 镇江,212013 |
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| 基金项目： | 国家自然科学基金项目(71302087)，国家社会科学基金项目(15BG200)，教育部人文社会科学研究规划基金项目(16YJA630001)，中国博士后科学基金项目(2015M571708)，江苏省博士后基金项目(1402104C)，江苏大学校基金项目(12JDG126) |
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| 摘 要： | 针对平台屡屡出现的用户质量问题,引入不同质量水平用户的交叉网络外部性度量,建立平台面向异质用户的定价模型,探讨异质用户的交叉网络外部性对平台定价策略的影响,并分析平台应对用户质量水平变化的定价策略.研究表明:平台对一方用户的定价水平与本方不同质量用户所产生的交叉网络外部性负相关,而与另一方不同质量用户所产生的交叉网络外部性正相关,且相关性的强弱取决于高质量用户的占比;另外,若任一方高质量用户占比降低,平台应提高对该方的定价水平同时降低对另一方的定价水平,反之则反;提价与降价的幅度取决于质量水平变化一方与对方平均交叉网络外部性强度的比值.
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| 关 键 词： | 平台 交叉网络外部性 用户数量 用户质量 定价策略 |
Impact of Users Quality on the Platform Pricing Strategy |
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| LI Zhi-wen,JIN E,XIONG Qiang.Impact of Users Quality on the Platform Pricing Strategy[J].Soft Science,2017(3):115-119. |
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| Authors: | LI Zhi-wen JIN E XIONG Qiang |
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| Abstract: | Aiming at the user quality problem appeared in many platforms introduces cross-side network externalities based on different user quality level, this paper establishes a pricing model of platforms for heterogeneous users to discuss the influence the cross-side network externalities generated by heterogeneous users on the platform pricing strategy, then analyzes how platforms adopt pricing strategy to respond to the user quality change.The result shows that,the price platform charges from one side is negatively associated with cross-side network externalities generated by users with different quality on this side, but positively associated with cross-side network externalities generated by users with different quality on the other side.The magnitudes of the associations depend on the percentage of the high-quality users.Further, if the percentage of the high-quality user on one side decreases (increases), platform needs to raise (lower) the price charged from this side but lower (raise) the price charged from the other side.The magnitudes of price increase as well as decrease depend on average cross-side externalities of both sides. |
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| Keywords: | platform cross-side network externalities user quantity user quality pricing strategy |
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