考虑用户网络结构与行为的平台企业定价策略研究

Network effects in two-sided market not only refer to network’s size, but also include network’s structure and its conduct, which determine the pricing strategies of platform enterprises by affecting the expected value of sellers and the business value creation ability of platforms. In this research, we take user’s network size, structure and behavior as platform’s strategic resources from the angle of enterprise resource-based view. Through interview and questionnaire research, we can clarify their influence on decision-making behaviors both platform enterprises and sellers. Then, we will establish the growth dynamics models of two sides’ networks of a platform in monopoly or competition market environment, as well as a pricing game model based on CAS theory. By using mathematical analysis and simulation method, we can discuss their impact on critical mass and competitive equilibrium between two platforms, and finally we will develop a novel optimal pricing strategy oriented for the development of platform enterprises. This study is not only a theoretical work for replenishing and improving the existing network externality theory and platform competition theory, but also expected to guide platform practitioners to re-examine the basis of strategic resources and pricing strategy of platforms.

双边市场中的网络效应并非仅指规模效应，网络结构与行为同样也会影响网络效应，它们通过影响商家的效用预期和平台的价值创造能力而影响平台企业的定价策略。本项目从企业资源基础观角度将用户网络规模、结构和行为同时视为平台战略优势资源，通过问卷调查与访谈研究，明确它们对平台企业和商家决策行为的影响，并在此基础上建立垄断/竞争平台双边网络增长动力学模型、基于CAS的平台定价博弈模型，利用数学分析与仿真手段讨论它们对平台临界规模和竞争均衡的影响，最终提出面向于平台企业动态发展的最优定价策略。本研究不仅是对现有网络外部性理论和平台竞争理论研究的补充和完善，还可望引导平台管理者重新审视平台战略资源和定价依据。

经典双边市场理论中将网络效应仅仅考虑规模效应，而忽视用户网络结构与行为带来的效应，这会对平台企业决策者的资源识别和利用产生影响，也会对平台定价方案的制定产生影响。本课题围绕考虑用户结构与行为的平台定价等运营方案等问题开展研究，讨论用户结构和行为对平台企业和商家的决策影响。在研究过程中，我们针对社交软件平台、企业微信平台、媒体平台、电商平台、物流服务平台等平台类企业存在双边定价和竞争策略问题开展了深入的研究。此外，我们还在供应链协调定价、新产品定价和过渡机制设计、并购动力学机制和全渠道设计等领域也发表了系列研究成果。截止目前，课题组在国内外重要期刊发表论文16篇，此外还有6篇目标为国际重要期刊的论文正在修改和投稿过程中。依托本课题资助，我们培养了平台定价与运营研究方向的硕士生10名。我们的研究成果不仅是对现有网络外部性理论和平台竞争理论研究的补充和完善，还可望引导平台管理者重新审视平台战略资源和定价依据，可以为平台企业提升资源意识和双边定价优化等提供决策参考，尤其对社交媒体和社交电商平台运营管理上有明显的实践指导价值。