考虑组内网络外部性和消费者多归属行为的网络通信平台定价策略

doi:10.16381/j.cnki.issn1003-207x.2018.0856

中国管理科学 ›› 2022, Vol. 30 ›› Issue (7): 276-286.doi: 10.16381/j.cnki.issn1003-207x.2018.0856

• 论文 • 上一篇

考虑组内网络外部性和消费者多归属行为的网络通信平台定价策略

赵菊¹, ², 王艳¹, 曹宗宏³, 刘龙¹, 杨爱峰^1,4

1.合肥工业大学管理学院，安徽合肥230009；2.过程优化与智能决策教育部重点实验室，安徽合肥230009；3.安徽建筑大学数理学院，安徽合肥230601；4.智能决策与信息系统技术教育部工程中心，安徽合肥230009

收稿日期:2018-06-15 修回日期:2020-12-01 出版日期:2022-08-05 发布日期:2022-08-05
通讯作者: 王艳(1994-), 女(汉族), 安徽黄山人,合肥工业大学管理学院，硕士研究生, 研究方向:双边平台， Email:1538447757@qq.com. E-mail:1538447757@qq.com
基金资助:
国家社会科学基金资助项目(18BGL26)；国家自然科学基金资助项目(91846201)

Network Communication Platforms’ Pricing Strategies Considering Intra-group Network Externalities and Consumers’ Multi-homing Behavior

ZHAO Ju^1,2, WANG Yan¹, CAO Zong-hong³, LIU Long¹, YANG Ai-feng^1,4

1. School of Management, Hefei University of Technology, Hefei 230009,China；2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009, China;3. School of Sciences, Anhui Agricultural University, Hefei 230601, China;4. Ministry of Education Engineering Research Center for Intelligent Decision-Making & Information System Technologies, Hefei 230009, China

Received:2018-06-15 Revised:2020-12-01 Online:2022-08-05 Published:2022-08-05
Contact: 王艳 E-mail:1538447757@qq.com

摘要/Abstract

摘要： 考虑网络通信平台作为连接通信网络用户(消费者)和增值服务提供商(卖方)的双边平台，除了具有组间网络外部性，还具有较强的组内网络外部性的特征，分别建立了垄断、寡头竞争市场的双边平台定价模型，分析了市场结构和部分消费者的多归属行为对平台定价及其利润的影响。研究表明：双边用户的定价在垄断环境下不受网络外部性的影响，而寡头市场下会随着组内网络外部性的增强而提高；当消费者与平台间的匹配成本高于其组内网络外部性带来的正面效用时，平台对消费者多归属时双边用户的定价总是低于其单归属时的定价。平台利润在垄断情形下与消费者(卖方)之间的组内网络外部性呈现单调递增(减)关系，而寡头竞争情况下完全相反，且平台利润会由于消费者的多归属而减少。

关键词: 双边平台；组内网络外部性；消费者多归属；寡头竞争；定价

Abstract: With the development of platform construction technology, the market of network communication platforms has changed from monopoly to duopoly or oligopoly. For example, in China, China Mobile monopolized the market in 80’s of last century, but now there are a three-pronged situation of China Mobile, Telecom and China Unicom. At the same time, with the improvement of the economic level, consumers have also shifted from single-homing to partial multi-homing. Motivated by the observation, how the market structure and the changes of consumers' behavior affect the platforms’ optimal pricing decision and profits is investigated.

Key words: bilateral platform; intra-group network externality; multi-homing behavior; duopoly; pricing

中图分类号:

F726

赵菊, , 王艳, 曹宗宏, 刘龙, 杨爱峰. 考虑组内网络外部性和消费者多归属行为的网络通信平台定价策略[J]. 中国管理科学, 2022, 30(7): 276-286.

ZHAO Ju, WANG Yan, CAO Zong-hong, LIU Long, YANG Ai-feng. Network Communication Platforms’ Pricing Strategies Considering Intra-group Network Externalities and Consumers’ Multi-homing Behavior[J]. Chinese Journal of Management Science, 2022, 30(7): 276-286.

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考虑组内网络外部性和消费者多归属行为的网络通信平台定价策略

Network Communication Platforms’ Pricing Strategies Considering Intra-group Network Externalities and Consumers’ Multi-homing Behavior

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