引入转换成本的竞争性平台定价分析.pdfVIP

第 25卷 第 5期 哈 尔 滨商 业 大学 学 报( 自然科学版) V o.l 25 N o. 5 2009年 10 月 Journal of Harb in U niversity of Comm erce ( Natural Sciences Edition) O ct. 2009 谢 文 容 ( , 200052) : 在许多具有双边市场特征的行业里, 两端 户如果要更换接入的平台, 存在着显著的转换成 本. 将转换成本引入双边市场模型, 分析了其对于平台企业定价和利润的影响. 在单平台接入和不能 对平台的转换予以补贴的限制条件下, 转换成本和交叉网络外部性的作 使拥有较大市场份额的平 台企业能够在 2期收取更高的价格, 获得更大的利润, 从而加剧了 1期两 个平台的竞争, 甚至以低于 边际成本的价格抢占市场. : 双边市场; 平台竞争; 转换成本; 定价策略 : F 062. 9 : A : 1672- 0946( 2009) 05- 0626- 04 Study on pricing strategy of competing p latform s w ith sw itch ing costs X IE W en ong ( A nta iCo llege of Econom ics M anagem en t, Shanghai Jiaotong U nive sity, Shanghai 200052, China) Abstract T he e a e m any examp les ofm a kets that ca lled tw osided m a ket involv ing tw o g oups of agents w ho need to inte act v ia p latfo m , and wh ile the agents w ant to t ansfe f om one p latfo m to anothe, they a e pa tially locked in by sw itch ing costs in the second pe iod. T his pape int oduces sw itch ing cost to the t ad itional wt osided m a ket m odel to study its mi pact on the platfo m s! p ic ing and p ofit. Unde the cond itions of sing lehom ing and UN IF( p latfo m s can! t offe discounts to new custom e s) , it is shown that a platfo m w ith highe m a ket sha es in the f i st pe iod can cha ges highe p ices in the second pe iod to obta in h ighe p ofit, because the sw itch ing costs m ake dem and m o e inelastic in the second pe iod and the c ossg oup ex te nalities m ake the p latfo m m o e att active in a m a ke twh ich the e a e m o e agents in the othe m a ket jo in in. Subsequen