电子商务c2c平台定价模型及盈利影响因素研究-管理科学与工程专业论文.docxVIP

电子商务 C2C 平台定价模型及盈利影响因素研究 摘 要 中国电子商务 C2C 拥有巨大的交易规模和用户数量，但盈利模式仍 在探索中。电子商务 C2C 具有平台特征，发展过程中遇到的很多问题不 能用传统经济学理论解释，本文将以双边市场理论为基础，结合电子商 务 C2C 的产业特点，研究平台定价模型及盈利影响因素。 首先，本文回顾了双边市场的基本理论和研究现状。现有的研究缺 乏结合电子商务 C2C 产业特征的定价模型，也欠缺平台盈利影响因素的 实证研究，这正是本文的创新点。 其次，本文总结了电子商务 C2C 平台的双边市场一般性特征及产业 特殊属性，构成理论模型建立的重要前提。 然后，本文结合电子商务 C2C 平台的产业特征，建立定价模型，讨 论网络外部性，信誉和搜索匹配度对平台定价的影响。交叉网络外部性 使得垄断平台定价要低于不存在交叉网络外部性时的定价，平台愿意以 较低的价格吸引更多用户。提高信誉和搜索匹配度将使交易费趋近于平 台为用户提供一次交易服务的成本，同时会降低注册费，这会吸引更多 用户，提高交易量，使得平台同时降低注册费和交易费仍保证利润最大 化。 最后，本文对影响平台盈利的因素进行实证检验。结果表明，活跃 用户数量对平台利润产生最大的正向显著影响。同时，平台增加用于产 品开发的费用，改善平台搜索效率，将对利润产生显著的正向影响。 关键词：电子商务 C2C，双边市场，定价模型，盈利 RESEARCH ON PRICING MODEL OF C2C PLATFORMS AND FACTORS AFFECTING PROFITABILITY OF C2C PLATFORMS ABSTRACT Although China C2C e-commerce transaction is of considerable size with large user number, platforms are still exploring an appropriate profit model. This thesis will analyze pricing model and profitability influencing factors of C2C platform from the perspective of two-sided market. Firstly, this thesis reviews current theory and research of two-sided market. Current theoretical research is lack of the pricing model integrated C2C industrial characteristics, while empirical research lacks the analysis on factors affecting the profitable of C2C platform. The innovative points of this thesis are exactly based on these shortcomings. Secondly, this thesis summarizes the two-sided market features of C2C platform. Sum up the general two-sided market characteristics and special industrial attributes. These attributes are the important prerequisites for following theoretical models. Then, combined with C2C industrial characteristics, this thesis establishes the pricing models, derives pricing formula and discusses the impacts of network externalities, reputation and search efficiency. Finally, empirical test on factors affecting the profitability of C2C platform shows that the number of active users of the platform has the greatest significant positive effect, and the co