考虑交叉网络外部性下平台竞争的定价策略研究

doi:10.16381/j.cnki.issn1003-207x.2021.0703

Abstract

Abstract:

In recent years， platform economy has gradually become the main driving force to promote economic development， and ecosystem has become an important supporting point for enterprises to keep strategic competition. The layout of ecosystem plays an important role in the development of enterprises， especially the Internet platform. The platform needs to gradually improve its own ecosystem and actively distribute in complementary areas. In fact， new platforms need to compete with existing platforms， different platforms will have fierce competition in order to grab market users in the same field.Under the framework of bilateral market theory， considering the characteristics of platform competition based on the cross network externality， the pricing strategy of the competition between new platforms and existing platforms is analyzed. Using the improved Hotelling model to construct the platform competition game model， aiming at maximizing the platform revenue， it is discussed how the user scale and user conversion cost between platforms affect the pricing strategy in the platform competition， and how the new platform makes the choice of differentiation and compatibility strategy. The platform describes the horizontal differentiation degree of the platform based on the differentiated positioning of different user preferences. The asymmetric state of both platforms is described by user conversion. The greater the user conversion cost， the greater the comparative advantage of the existing platform. The platform can choose whether it is compatible with some users of the competitive platform.The results show that the user scale of platform enterprises is the key source of competitive advantage. The higher the user conversion cost， the greater the pricing power owned by incumbent platform， and the greater the scale advantage of bilateral users of the incumbent platform. The differentiation strategy not only increases the pricing power of new platforms to users， but also increases the profitability of new platforms ultimately. The compatibility strategy changes the pricing structure and user scale of bilateral users of the platform. The platform often charges a low price to the user who belongs to one side of the platform and a high price to the user who belongs to more than one side of the platform. Compatibility will motivate the platform to implement the maximum differentiation strategy. The user conversion cost and the user scale of the existing platform are the biggest barriers for the new platform to enter the market， and the new platform can alleviate the competition intensity with the existing platform by implementing the positive differentiation strategy and compatibility strategy. The platform differentiation will improve the income level of the platform， and the new platform at a disadvantage will prefer the full compatibility strategy， so as to gradually reduce the gap with the existing platform， and improve the pricing advantage and market revenue of the new platform. The research results are helpful to study the pricing strategy of competition between new platforms and existing platforms， to study how new platforms make up the gap between new platforms and existing platforms， and to provide theoretical guidance for the competition between asymmetric scale platforms.

Key words: platform competition, switching costs, two-sided market, crossnetwork externality, user scale

CLC Number:

F272

Fangcheng Tang,Huan Guo,Liyan Chen. Pricing Strategy of Platform Competition Considering Crossnetwork Externality[J]. Chinese Journal of Management Science, 2024, 32(6): 219-228.

Figures/Tables 10

参数	含义
$U i A$	平台 $i$ 对用户类别A的效用
$U i B$	平台 $i$ 对用户类别B的效用
$U 12 B$	用户类别B多归属于平台的效用
$P i A$	平台 $i$ 对用户类别A的定价
$P i B$	平台 $i$ 对用户类别B的定价
$n i A$	平台 $i$ 获得用户类别A的用户规模
$n i B$	平台 $i$ 获得用户类别B的用户规模
$α$	用户间的交叉网络外部性系数
v	平台对双边用户的初始效用
s	用户转换成本
t	单位转移成本
x	用户类别A的无差异位置
y	用户类别B的无差异位置
$d 1$	平台1对用户偏好的差异化程度
1- $d 2$	平台2对用户偏好的差异化程度
$π i A$	平台 $i$ 在用户类别A所获得的收益
$π i B$	平台 $i$ 在用户类别B所获得的收益
$π i$	平台 $i$ 所获得的总收益

用户类别	名称	平台	均不兼容	均兼容
用户类别A	定价	平台1	$t - α + s 3$	$t 2 - α 2 t - α d 1 2 + s 3$
	定价	平台2	$t - α - s 3$	$t 2 - α 2 t - α d 1 2 - s 3$
	规模	平台1	$12 + s 6 (t - α)$	$12 + t s 6 (t 2 - α 2)$
	规模	平台2	$12 - s 6 (t - α)$	$12 - t s 6 (t 2 - α 2)$
用户类别B	定价	平台1	$t - α + s 3$	$t d 1 2$
	定价	平台2	$t - α - s 3$	$t d 1 2$
	规模	平台1	$12 + s 6 (t - α)$	$α 2 t + d 1 2 + α s 6 (t 2 - α 2)$
	规模	平台2	$12 - s 6 (t - α)$	$α 2 t + d 1 2 - α s 6 (t 2 - α 2)$
平台	总收益	平台1	$t - α + 2 s 3 + s 2 9 (t - α)$	$t (s + 3 t) - 3 α 2 2 18 t (t - α) (t + α) + t d 1 2 4$
平台	总收益	平台2	$t - α - 2 s 3 + s 2 9 (t - α)$	$t (s - 3 t) + 3 α 2 2 18 t (t - α) (t + α) + t d 1 2 4$

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Pricing Strategy of Platform Competition Considering Crossnetwork Externality

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