Research On Shopping Online Platform Pricing Mechanism Form The Angle Of Two-Sided Market Theory

As the development of the society and economy, on the one hand, people are facing so much social and economic pressure, private time much less than before, on the other hand, a serious surplus of goods produced by the business community, this situation makes them urgently find a new sales channels. As a new bussiness model, shopping online comforms to this trend, persuited by many groups, the transactions figure online also remarkable, but it is disappointed that most of shopping online operators are at a loss. This paper will analyse the shopping online platform pricing mechanism by using Two-Sided Market theory, and draw some conclusion.The chapter one is the introduction, describing the research on background and significance, then defining the object of study and propose the question of the study, reviewing the present situation of the Two-Sided Market relating domestic and foreign literature; The chapter two decribes the basic theory of Two-Sided Market, including the definition and characteristics and classification of Two-Sided Market; The chapter three introduces the structure of price shopping online,it includes the structure of profits and costs; The chapter four constructs a Two-Sided Market pricing model of shopping online market, and respectively study pricing strategy of shopping online platform in the situation of monopolization, then analyse the pricing stratgy of shopping online platform in the situation of competition. Finally drawing this conclusion: The first is shopping online platform will gather the low expense to the user who have the bigger cross-network externalities or even free of charge; The second is shopping online platform will gather the low expense to the user who have the bigger number; The third is that the higher the shopping online platform have the matching coefficient, the more expense the shopping online platform will gather, whatever member fee or transaction fee is; The fouth is shopping online platform can adopt the differential strategy for high profit. The last chapter is the further research direction of the article.