The Research Of Pricing Strategy Based On Two-sided Market Theory

Two-sided market is a new theory which has been payed more and more attention by international economic researchers and industrial economic researchers in recent years. As a new research hot spot of industrial economics, two-sided market not only took base on but also break through the traditional theories about network externalities and multi-product pricing. The main purpose of two-sided market research is about the economic behaviour that different consumer groups who has cross-network externalities trade through the platform. Enterprises with characteristics of two-sided market is a two-sided or multi-sided market which includes one company as an operator providing the service platform, and two or more types of users trade with others through this platform. From the present study, we can tell that the two-sided market theory could explain not only emerging industries, like e-commerce, bank cards, operating systems and so on, but also the traditional industries including intermediaries, the media and so on.Based on the study, this paper focus on the pricing strategy of platform enterprises of monopoly and competitiveness. By modeling, and case analysis we can obtain the factors which impact the pricing of platform enterprise. We found the unique characters and operating mechanisms of two-sided market by the research of price structure of platform enterprises. And this "unique" bring new anti-monopoly regulation problems to the Government. The two-sided market should be distinguished with unilateral market, and should be considered its own characteristics in policy formulation and law application. So this paper has made some studies, and drew some conclusions and policy implications, mainly includes the following:(1)Before the specific research of pricing strategy of platform enterprise, this paper summarized the platform pricing theories of two-sided market, including the theory of network externalities and multi-product pricing theory. The paper also compared the significant differences between two-sided market pricing theory and the two theories above. (2)This paper built the platform pricing models of different market structures, and analyzed the elements with impact on pricing strategy, Finally, we obtained the key factor which disidedthe platform profits, and made case studies to compare the social welfare between the two market structures.(3)According to the unique characters of the price structure of two-sided market, this paper summerized the misunderstandings about current anti-monopoly, and accented the issues should be payed attention to in the anti-monopoly research of two-sided market, including the identification of monopoly, market power and so on. At last, this paper gave some suggestions about the industrial regulations and policies made by the government industrial management for the two-sided market.