西安理工大学学报2017，Vol.33Issue(3)：373-378,6.DOI:10.19322/j.cnki.issn.1006-4710.2017.03.021
竞争环境下网络零售平台双边定价策略研究
Two-sided pricing policies of online retail platform in competitive environment
摘要
Abstract
With the rapid development of online retail,the competition of online retail platforms is increasingly fierce.According to the two-sided platform theory,the utility functions and use scale of two-sided uses are obtained,considering network externality,multi-homing users,and service differentiation.Based on the Hotelling model,the two-sided pricing models of online retail platforms are developed,with the optimal two-sided pricing policies obtained in closed-form expressions.Finally,the influences of multi-homing users and service differentiation on the optimal two-sided pricing policies are discussed by using the analytical approach and numerical simulation.关键词
网络零售平台/网络外部性/双边定价Key words
online retail platform/network externalities/two-sided pricing分类
管理科学引用本文复制引用
吕祥,林志云..竞争环境下网络零售平台双边定价策略研究[J].西安理工大学学报,2017,33(3):373-378,6.基金项目
国家自然科学基金资助项目(71403206) （71403206）
陕西省软科学基金资助项目(2015KRM097) （2015KRM097）
