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部分多归属下信息不对称平台的定价策略

The price strategy of information asymmetry platform with partly multi-homing

  • 摘要: 在现实生活中,所有顾客都多归属或都单归属于平台的情形并不常见,更为普遍的是一部分顾客多归属于平台,而另一部分单归属的情形.基于Hotelling模型建立了一个顾客先后进入平台的双边平台竞争模型,研究了顾客部分多归属下不同市场结构的平台的价格策略.研究表明:①平台对先进入平台的顾客收取较低的费用且平台的收费与双边顾客归属有关;②后进入平台的顾客多归属时平台收费较低,顾客间交叉网络外部性较大时先进入平台的顾客倾向于单归属;③不同市场结构下平台适当的价格策略引导顾客归属对平台发展至关重要.

     

    Abstract: In real life, it is a rare occurrence that all customers are multi-homing or single-homing to platforms. The more prevalent case is that a part of the customers are multi-homing to platforms, while others are single-homing. Based on the Hotelling model, a two-sided platform competition model with asymmetric information was built. A research of the platform price strategies with different market structures under customer partly multi-homing was conducted. The research show: ①platforms charge a low price to customers who join in first and the price is closely related to the customers’ affiliated situation; ②platforms will set a low price for those who arrive later if they are multi-homing to platforms and it is more beneficial for those who join in first if they single-home when the network effect is high enough;③it is important for the development of the platform to set appropriate price strategies for guiding customers’ affiliation under various market structures.

     

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