考虑局部市场间用户移动的竞争平台广告投放和定价研究

doi:10.16381/j.cnki.issn1003-207x.2021.2613

Abstract

Abstract:

How an incumbent platform responds to the advertisement of an entrant platform in a market of mobile service providers is examined. It is found that：（1） If the entrant platform offers high-intensity advertising， the incumbent platform will give a higher wage on the service provider side to response the entrant. When the local market is relatively large， the entrant platform will capture market share， but its profit always is negative. （2） If the entrant platform has low-intensity advertising， the incumbent platform will not respond to the entrant， that is， the incumbent will continue to charge monopoly price and offer monopoly wage. Additionally， more mobile service providers who enter the local market also reduce the incumbent platform’s motivation to response the entrant. In such a case， the market share and profit of the entrant may be higher than the incumbent. （3） When the entrant platform has full-coverage advertising， the platform’s choice to respond or not depends on the switching costs of the service provider and the buyer.

Key words: incumbent platform, entrant platform, advertising, local market, mobile service provider

CLC Number:

F062.9

Yongyi Zhou,Yulin Zhang. Optimal Pricing and Advertising of Competitive Platforms in Local Market with Mobile Service Providers[J]. Chinese Journal of Management Science, 2024, 32(1): 168-176.

Figures/Tables 8

符号	含义
$p i$	平台 $i$ 收取的价格， $i = I, E$
$w i$	平台 $i$ 支付的工资， $i = I, E$
$n i$	平台 $i$ 的市场份额， $i = I, E$
$v i$	服务买方在平台 $i$ 的初始效用， $i = I, E$
$f j$ $n i, j$ $N$	$j$ 边用户切换到进入平台的切换成本， $j = S, P$ $j$ 边用户在平台 $i$ 的数量， $i = I, E; j = S, P$ 局部服务提供方数量
$δ$ $β$	进入平台的广告强度广告成本系数
$e$ $π i$	服务提供方在局部市场的移动率平台 $i$ 的利润， $i = I, E$

$m$	$0 < m < 2 v I + v E 2 2 + e$	$m > 2 v I + v E 2 2 + e$
$p I *$	$v I$	$v I$
$w I *$	$2 v I + v E 3 - 2 m 2 + e 3$	0
$p E *$	$v I + v E 5 + 3 e 3 2 + e - m 3$	$2 v E 1 + e 3 + 2 e$
$w E *$	$v I 3 + e + v E 3 + 2 e 3 2 + e - m 3 + e 3$	$v E 1 + e 3 + 2 e$
$n I *$	$N 1 + e 2 m e + 4 m + v I - v E 3 m 2 + e$	$N 1 + e 1 - v E m 3 + 2 e$
$n E *$	$N 1 + e 2 m e + 4 m + v E - v I 3 m 2 + e$	$v E N 1 + e m 3 + 2 e$
$π I *$	$N 1 + e 2 m e + 4 m + v I - v E 2 9 m 2 + e$	$v I N 1 + e 1 - v E m 3 + 2 e$
$π E *$	$N 1 + e m e + 2 m + v E - v I 2 9 m 2 + e - β N 2 2 + e 2$	$v E 2 N 1 + e 2 m 3 + 2 e 2 - β N 2 2 + e 2$

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Optimal Pricing and Advertising of Competitive Platforms in Local Market with Mobile Service Providers

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