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

Abstract

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

CLC Number:

F726

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.

References

［1］蒋丽丽, 梅姝娥, 仲伟俊. 双边市场中移动网络运营商的定价策略分析［J］. 软科学, 2012, 26(12):137-140.Jiang Lili, Mei Shue, Zhong Weijun. Pricing strategies of the mobile network operator in two-sided markets［J］. Soft Science,2012, 26(12): 137-140.
［2］ Parker G G, Alstyne M W．Unbundling in the presence of network externalities［D］. Michigan: University of Michigan, 2002.
［3］马昭, 尤薇佳, 吴俊杰. 免费试用营销对众筹平台的影响研究［J］. 管理学报, 2020, 17(1): 121-130.Ma Zhao, You Weijia, Wu Junjie. Impact of free sampling on crowdfunding platform［J］. Chinese Journal of Management, 2020, 17(1): 121-130.
［4］ Li Zhuoxin, Duan J A, Ransbotham S. Coordination and dynamic promotion strategies in crowdfunding with network externalities［J］. Production and Operations Management, 2020, 29(4):1032-1049.
［5］ Sarkar, Khare. Influence of expectation confirmation, network externalities, and flow on use of mobile shopping apps［J］. International Journal of Human-Computer Interaction, 2019, 35 (16):1449-1460,
［6］ Mouakket S, Sun Yuan. Examining factors that influence information disclosure on social network sites from the perspective of network externalities［J］. Industrial Management & Data Systems,2019,119(4)：774-791.
［7］陆伟刚. 电信运营商内容服务市场的接入定价策略:基于双边市场的理论分析［J］. 中国软科学, 2012(5):114-127.Lu Weigang. Access pricing strategy with non-neutrality between consumer and CP for the operator based on two-sided market theory［J］. China Soft Science, 2012(5):114-127.
［8］ Basu A, Mazumdar T, Raj S P. Indirect network externality effects on product attributes［J］. Marketing Science, 2003, 22(2): 209-221.
［9］ Anderson E G, Parker G G, Tan B. Platform performance investment in the presence of network externalities ［J］. Information Systems Research, 2014, 25(1):152-172.
［10］ Kung L C, Zhong Gunyu. The optimal pricing strategy for two-sided platform delivery in the sharing economy［J］. Transportation Research Part E Logistics and Transportation Review, 2017, 101:1-12.
［11］ Hagiu A, Halaburda H. Information and two-sided platform profits［J］. International Journal of Industrial Organization, 2014, 34:25-35.
［12］刘池一. 在线点评对订餐平台定价的影响［J］. 中国科学技术大学学报, 2016,46(11):963-968.Liu Chiyi. The influence of customer on-line reviews on pricing strategy of meal ordering platform［J］. Journal of University of Science and Technology of China, 2016,46(11):963-968.
［13］陈富良, 郭兰平. 负的组内网络外部性下双边平台定价策略研究［J］. 江西财经大学学报, 2014(1):25-34.Chen Fuliang, Guo Lanping. A study of the pricing strategy of bilateral platform under the externality of negative intra-group network［J］. Journal of Jiangxi University of Finance and Economics, 2014(1):25-34.
［14］吕祥, 林志云. 竞争环境下网络零售平台双边定价策略研究［J］. 西安理工大学学报, 2017, 33(3):373-378.Lü Xiang, Lin Zhiyun. Two-sided pricing policies of online retail platform in competitive environment［J］. Journal of Xi'an University of Technology, 2017, 33(3):373-378.
［15］ Corrocher N, Lasio L. Diversification strategies in network-based services: The case of mobile virtual network operators［J］. Telecommunications Policy, 2013, 37(11): 1110-1123.
［16］高宇倩.双边市场理论视角下我国外卖O2O平台定价策略研究［D］.成都：四川省社会科学研究院,2020.Gao Yuqian. Study on the pricing strategy of O2O platform for take-out in china from the perspective of bilateral market theory［D］. Chengdu：Sichuan Academy of Social Sciences, 2020.
［17］ Armstrong M. Competition in two-sided markets ［J］. RAND Journal of Economics, 2006, 37(3): 668-691.
［18］张千帆, 于晓娟, 张亚军. 网络平台企业合作的定价机制研究-基于多归属情形［J］.运筹与管理, 2016, 25(1):231-237.Zhang Qianfan, Yu Xiaojuan, Zhang Yajun. Pricing mechanism of network platform cooperation-based on multi-homing users ［J］. Operations Research and Management Science, 2016, 25(1):231-237.
［19］唐方成, 池坤鹏. 双边网络环境下的网络团购定价策略研究［J］. 中国管理科学, 2013, 21(3):185-192.Tang Fangcheng, Chi Kunpeng. Research on pricing strategy of online group buying in two-sided network［J］. Chinese Journal of Management Science, 2013, 21(3):185-192.
［20］程贵孙. 组内网络外部性对双边市场定价的影响分析［J］. 管理科学, 2010, 23(1):107-113.Cheng Guisun. A study on the intra-group network externality influencing the price strategies of two-sided markets［J］. Journal of Management Science, 2010, 23(1):107-113.
［21］吴志军, 赵雪. 移动应用平台定价机制研究——基于双边市场理论［J］. 经济管理, 2013(11):161-169.Wu Zhijun, Zhao Xue. Research on pricing mechanism of mobile application platform based on two-sided market theory［J］. Economic Management, 2013(11):161-169.
［22］纪汉霖. 用户部分多归属条件下的双边市场定价策略［J］. 系统工程理论与实践, 2011, 31(1):75-83.Ji Hanlin. Pricing strategy of two-sided markets with partial multihoming［J］. System Engineering Theory and Practice, 2011, 31(1):75-83.
［23］程贵, 黎倩. 软件保护对软件平台商双边定价策略的影响研究［J］.中国管理科学, 2016, 24(9): 91-98.Cheng Gui, Li Qian. The impact of software protection for two-sided price strategies of software platform ［J］. Chinese Journal of Management Science, 2016, 24(9): 91-98.
［24］勾东宁, 董丝雨. 互联网产品众筹项目募集额影响因素的实证分析［J］. 技术经济与管理研究, 2019(6)：15-19.Gou Dongning, Dong Siyu. Empirical study on the influencing factors of the raising amount of reward-based crowd-funding projects［J］. Journal of Technical Economics & Management, 2019(6)：15-19.
［25］刘赫, 郇正林, 郑嘉俐等. 多归属P2P网贷平台定价及盈利模式分析:一个两阶段动态博弈模型［J］. 系统工程理论与实践, 2019, 39(7): 1669-1679.Liu He, Ying Zhenglin, Zheng Jiali, et al. The analysis of multi-homing P2P lending platforms’ profit model and pricing problem: A two-stage dynamic game model ［J］. System Engineering Theory and Practice, 2019, 39(7): 1669-1679.
［26］董坤祥, 谢宗晓, 甄杰等. 基于数据泄露类型的网络信息安全风险度量与可保性研究［J］. 保险研究, 2019, 11:25-41.Dong Kunxiang, Xie zongxiao, Zhen Jie, et al. The measurement and insurability of cyber security risk based on data breaches types［J］. Insurance Studies, 2019, 11:25-41.
［27］新华网.全国携号转网下月底全面实行三大运营商发布多重优惠［EB/OL］. (2019-10-15)［2019-10-15］.http://www.xinhuanet.com/fortune/2019-10/15c_1125104342.htm.Xinhuanet. China’s three major communication operators will introduce “One-way Number Portability” and issue multiple discounts by the end of next month［EB/OL］.(2019-10-15)［2019-10-15］.http://www.xinhuanet.com/fortune/2019-10/15c_1125104342.htm.

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

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 0

Metrics

Comments

Recommended 10