活跃度与补贴对O2O平台需求的影响机理及优化策略

doi:10.16381/j.cnki.issn1003-207x.2021.2679

Abstract

Abstract: The Online to Offline (O2O) platform, connecting merchants with customers, has provided a trading venue for online transaction but offline experiencing. As an emerging two-sided platform, cross network effect promotes the explosive growth of O2O market scale. However, compared with conventional two-sided platform, the massive transaction data accumulated on the O2O platform are highly time-dependent, and the stochastic of users’ on-demand makes real-time subsidy strategy become a more complex operation problem.

Key words: digital empowerment; on-demand; network effect; activeness; subsidy strategy

CLC Number:

F274

WU Zhi-qiao,KANG Ya-ling,LUO Jian, et al. Research on the Effect Mechanism and Optimization Strategy of Activeness and Subsidy on Platform User Demand[J]. Chinese Journal of Management Science, 2023, 31(2): 173-181.

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Research on the Effect Mechanism and Optimization Strategy of Activeness and Subsidy on Platform User Demand

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