| Two-sided market and the platform theory is the theory which rises at the area of Industrial Organization Theory. In recent years, two-sided market economy has become increasingly important in economic life. Mobile value-added business platform is a typical example of two-sided business platform. With the rapid development of mobile communication value-added services, the charging mode and pricing strategies are concerned in the world. Duopoly competition in china’s mobile communication market has its particularity, the pricing strategy for platform products also has its own characteristics.The thesis firstly introduces the background and the purpose, defines the study, research notes, method, content, explains current situation, methods and content of research. Secondly, the thesis summarizes the literature review which includes the pricing of value-added services in the mobile communications and theory of two-sided market and platform. Thirdly, by using the model deducing and mathematical analysis, the pricing of the two-sided market of China’s mobile communication market is analyzed. Under the circumstance of the monopoly platform, the profit of China’s mobile is closely related with the complementary between the basic business and value-added business. On the platform with homogeneous competitive, the attractness of the SP business is less influentious compared to the expected in the model, while on the platform with varied competitives, the externality of the network restricts the pricing ability by using the market influence. Lastly, the paper takes "Monternet" case studies as an example, so as to support the conclusion of the model study, and some pricing strategy is also provided for counting the3G era. |
PDF Full Text Request