Research On Pricing Issues Of Internet Platform Enterprises

In the current society,the platform economy is attracting more and more attention as a new economic form.Internet platform enterprises have become an important part of market economic activities and an indispensable economic subject.Internet platform companies play an important and multi-faceted role in the economy and society.However,at the same time of rapid development,many characteristics of Internet platform companies need to be further clarified,and the development of platform companies has also brought many new negative factors,such as public concerns about platform monopolies,data privacy violations,and "big data killing" are becoming increasingly prominent.In this context,it is even more necessary to conduct in-depth research on Internet platform companies.Price is one of the core elements of a market economy and a core medium for economic entities,including enterprises,to participate in market activities.Therefore,this paper takes the pricing problem of Internet platform companies as the main research object,and analyzes the factors that affect the price of platform companies,the new features of pricing in the Internet era and pricing related governance.The Internet platform companies have significant network effects and have obvious two-side market characteristics.Therefore,their pricing basis and price influencing factors are significantly different from traditional companies.The performance of online goods is no longer based on the marginal cost pricing method.The trading volume of the platform is not only affected by the overall price level,but also related to the price structure.The article first sorts out the relevant theories of platform enterprise pricing,and provides a relatively comprehensive review of the classic literature.The article establishes the mathematical model of platform enterprise pricing under monopolistic and competitive market conditions,and conducts an analysis of the enterprise pricing structure and its influencing factors.After summarizing,according to the division of demand side and supply side,the network mechanism,the number of users,the attribution behavior,the elasticity of demand,the charging method,the market structure,the degree of difference and the compatibility options and other related factors have been sorted out.Based on the above theoretical model research,the article also selects an online hotel booking platform as an empirical research case.Through the combination of key interviews and regression analysis,the logic of the role of the number of users on platform pricing decisions is verified.The article alsolists several new features of platform enterprise pricing in the Internet era and a series of non-price competition strategies.On this basis,this article puts forward a number of suggestions for the governance of Internet platform companies in the new era,that is,the government should adhere to the principle of prudence and inclusiveness,and create sufficient space for the development of the platform economy.For a wide range of responsibilities,other entities should also actively participate in the governance of the platform enterprise and supervise the development of the platform economy in many ways.This article summarizes the existing research on platform companies,and provides a more systematic and complete analysis of the factors affecting the pricing of Internet platform companies,and innovatively uses empirical analysis to demonstrate related issues.In addition,it supplements many important features of the pricing of platform companies in the Internet era.This paper has important theoretical significance and practical value,and also provides a reference for the same type of research.