Based On The Analysis Of Network Externalities E-commerce Platform Service Strategy And Simulation Research

In the era of the Internet rapidly growing popularity and the rapid development of e-commerce, more people entered in e-commerce platform for transaction. With the growth in the number of the users of the platform, the platform operators need to implement different service strategy to meet the needs of users, and namely different service strategies are launched on the users’hierarchy of needs.Firstly, based on the literature review upon the e-commerce service tactics contributed by domestic and foreign scholars combining with the theory and application research about network externalities, this dissertation summarizes the state of arts in network externalities in e-commerce.Secondly, four strategies can be implemented by the platform operators by analyzing the characteristics of e-commerce platform and combining with traditional economic theory. The optimal profit and optimal price of the service can be got from the theoretical model, at the same time we can get the Mechanism that how the service quality, network externality intensity and the number of users, and other factors affect on the optimal profit and service price.Finally, the simulation model is conducted on the basis of the theoretical model, Through the NetLogo simulation platform the simulation experiment of the single-class services and differentiated services strategy is implemented respectively combining with the behavior of the users and the platform operators, the prices of the services and the profit can be got by the simulation experiment, the impact of various factors on prices and profits can be observed at the same time..Can be found by simulation, optimizing behavior of the platform operators and users according to their own situation, come to the service price derived from the optimal price and model derivation is consistent and by observing the various factors on prices and profits affecting the authentication model proposition conclusion.The optimal price getting from the game of the platform operators and users according to their own situation is consistent with the price deriving fom the model derivation, and the simulation results verify the inference of the theoretical model. The research concluded by which when the factors change in different interval, profits and price would have different changes.When platform operators implement the single-class service strategy should focus on the pricing of services at the early stage, and focus on the enhancement of the quality of services at the later stage.When platform operators implement the differentiated services strategy, platform operators should strive to increase the difference of the two different levels of service level in order to obtain the maximum profit.On the one hand, this study reveals the impact of the factors on the services prices and the profit when platform operators take different strategies.On the other hand, In this paper, a game model of network externalities is built by the the multi-agent systems (MAS) technology in this paper, and different strategies were simulated through the NetLogo simulation platform, the results provide the technical support for the dynamic and complex nature of e-commerce platform.