The Research Of Pricing Strategy Base On Two-sided Markets

Two-sided markets theory is the theory of industrial organization to the Western area of the rise of a new research project, with its main cross-external consumption of different groups through the trading platform of economic behavior. The two-sided markets characteristics of the enterprises, is no longer business as a class from the supply side and a class of users as demand-side posed by the unilateral markets, but by a class of business can be a platform for business operators to offer services platform, or both many types of users to exchange platform of bilateral or multilateral markets. The two-sided markets covers a very broad, including not only search engine, Web TV, e-commerce, and so on new industries, and by dating, academic journals and so on the traditional industries.Pricing of the two-sided markets is the core of theoretical research, for consumers, are from products and services in the effectiveness and expenditure (the pricing of main part) to weigh, pricing will directly affect the consumer products and platforms service and the choice of consumer consumption .For the platform, it is different from the two-sided markets pricing strategy and the unilateral market. And fully competitive market of marginal cost pricing, completely monopolize the market marginal revenue equal to marginal cost pricing principle different, the optimal two-sided markets prices and marginal cost is disproportionate, while the price may even be below their marginal costs, such pricing platform strategy to meet the requirements of maximizing profits, but does not belong to predatory pricing.This article closely the two-sided markets pricing strategy of this core issue, combing through previous studies, first expounded the basic content of the two-sided markets, classification and market structure, and so on, and summed up the previous research deficiencies. Then discussed the evolution of the two-sided markets theory, including t the theoretical basis for the existing conditions. Then discussed the analyses of the two-sided markets in different platforms asymmetrical pricing strategies. Finally, the analyses of the Two-sided markets pricing behavior and its impact factor, which is also part of the two-sided markets prices of different ways and its distinction between the way the price conditions, and Two-sided markets prices of different ways posed by the pricing behavior, and use this case to some of the results of feasibility studies.