双边场中用户前瞻性和平台定价策略选择.PDFVIP

第33 卷第5 期 系统工 程 学 报 Vol.33 No.5 2018 年10 月 JOURNAL OF SYSTEMS ENGINEERING Oct. 2018 双边市场中用户前瞻性与平台定价策略选择 张 凯 (山西大学管理与决策研究所, 山西太原030006) 摘要: 基于对代表性电商平台的两个观察结果, BBPD 是电商平台普遍采用的定价策略和用户在同一平台开展多次 交易. 构建了一个完全垄断双边平台的两期动态博弈模型, 通过假定买方和平台具有不同的前瞻性程度, 分析了二 者对用户多次交易行为的影响, 给出了平台选择最优策略的条件. 研究发现, 当买方不具有完全前瞻性时, 平台实 施BBPD 不仅获得所有老买方, 还将获得部分新买方; 若平台实施UP 或买方具有完全前瞻性时, 平台只能获得所 有老买方; 双边市场不存在传统单边市场的棘轮效应; 平台实际长期利润随平台前瞻性程度的增加而增加, 却随用 户前瞻性程度的增加而减少; 当买方比平台更看重未来收益时, 平台应该采取UP; 反之, 当平台比买方更看重未来 收益时, 平台应该采取BBPD. 关键词: 双边平台; 前瞻性; BBPD; 统一定价策略; 棘轮效应 中图分类号: F062.9 文献标识码: A 文章编号:2018 doi: 10.13383/ki.jse.2018.05.007 Forward-looking agents and pricing strategy in two-sided market Zhang Kai (Institute of Management and Decision, Shanxi University, Taiyuan 030006, China) Abstract: There are two phenomena in some e-commerce platforms. First, behavior-based price discrimination (BBPD) is a common used strategy. Second, agents always make multiple transactions in one platform. A monopoly two-sided platform model incorporating two forward-looking factors is built according to the above two phenomena, and their effects on agents’ multiple transactions are analyzed, and the optimal pricing strategy, BBPD or uniform pricing (UP), for the platform, is decided. Our research indicates that the platform choosing BBPD can get all old buyers and some new buyers in the second period if the buyers are imperfect forward- looking. The platform only gets all old buyers when the platform chooses UP or buyers are perfect forward- looking. There is no ratchet effect in the two-sided market wh