《Research On Behavior Strategy Of B2C Open Platform Based On Two-Sided Market Theory》

In recent years, our country’s E-commerce industry continues to maintain rapid growth. By exploring the changes of development models, we find that it start from the traditional B2C model----proprietary platform and public platform to proprietary platform opening its platform to the third-party business these years. This platform open plan help B2C platform achieve lower storage costs and increase the integrity of product category and meet the diverse needs of the consumer. The open strategy of E-commerce is usually about online systems, storage and logistics operations throughout the whole supply chain. Compared with the traditional B2C proprietary platform, this kind of B2C platform with open platform strategy are more conducive to enterprises with the power of third-party business, so they will be bigger and stronger. In this way, platform businesses, consumers and third-party businesses will achieve mutual benefit. Compared with the B2C with public platform and C2C platform, B2C open platform relying on its self-built online platform and logistics systems have higher reliability, which owns better consumer stickiness.In academia at home and abroad, two-sided market theory as one of the core issues of economics directs many industries, such as bank cards, intermediaries, supermarkets, e-commerce and some other industries. Scholars have studied the open behavior of e-commerce platform and profit and social welfare issues of open platform, but the "mixed" mode by proprietary platform and open platform is rarely mentioned. Therefore, this article based on a two-sided market theory, delving into the behavior of B2C open platform strategy, will have important theoretical significance.First of all, summarize the two-sided market definition and characteristics from the study of literature, and then based on monopoly and duopoly competition analyze the differences between the open platform and the traditional one in two-sided market, and explore factors of B2C open platform strategy making behavior in the way of mathematical model, especially the platform pricing and differentiated services and compare with the traditional B2C platform in profits, subscribers, most pricing. During the study, chose the JD Mall to establish an open platform model as a reference, therefore, this article has some more practical significance.In this study, we discuss B2C open platform based on Armstrong’s previous research and Hotelling model under both monopoly and duopoly competitive conditions. We get the following conclusions:under monopoly conditions, the mixed B2C platform’s profit maximizing prices for third-party business is higher than the traditional platform and the mixed platform should implement subsidies to consumers rather than charges; when the mixed B2C platform implement differentiated services strategy, the total profits are higher than those of the single quality service platform; under duopoly competitive conditions, when the two platforms are both mixed B2C platform, the price of platform is proportional to the service cost and the degree of difference between the users, but is inversely proportional to cross-external network, in the other side, mixed B2C platform’s profit maximizing price is higher than the traditional platform under the same conditions.