The Pricing Strategy Research For B2C Platform Which Using Bundling

Taobao, Dangdang and other B2C platform play an important role in today’s economic and social life, it has become an indispensable part of people’s daily life. In recent years, with the rapid development of B2C platform, how to take advantage in the competition has become the problem which many B2C platform managers need to think about. In real life, one can often see that many B2C platform trying to use bundling strategies to improve their competitiveness and attract more consumers, such as Consumers can free shipping if he spending more than39yuan in Jingdong, Tmall users can receive free integration. Thus the changes in pricing strategy after B2C platform using bundling strategy has begun to attract the attention of some scholars.Compared with the traditional industries, the platform has a different value chains, it needs to contact with bilateral (or multilateral) so that make a profit. For platform companies, due to the presence of network externalities, the platform companies can expand the number of users on one side, in order to attract more users to join the platform on the other side. In this paper, the research found that bundling strategy can bundling strategy can cause changes in the number of users, the number of users change will lead to changes in B2C platform network effects, and thus have an impact on pricing and profit platform.Based on the perspective of two-side market and using the game theory model, considered the bundling strategy as a strategic decision for a B2C platform this paper analysis the impact on pricing and profit B2C platform which bundling caused. Firstly, this paper analyzes the pricing and pricing factors of platforms, which provide a basis for model building, Secondly, this paper explores the impact on pricing and profit B2C platform which bundling caused under the monopoly structure and competitive structure, and explores the pricing strategy when B2C platforms uses the bundling strategy under single homing and multi homing situations. Finally, points out the shortcomings and future research directions.In this paper, the research concluded that the platform bundling strategy will affect pricing and profits, but the degree of difference between the utility and cost of goods B2C platform, network externalities, are bundled product will be produced using the bundling of B2C platform pricing impact, and the degree of product differentiation, network externalities, the utility and the cost of the bundled product will have have an impact on the pricing of B2C platform which use the bundling strategy.