Research On Pricing Strategy Of Chain Industry In Our Country Under The Bilateral Market

According to the statistics in recent years, the chain operation association in our country results show that, with the development of the retail network platform, and various professional, self built store, although the chain retail consumption scale rising every year, the rate has dropped in recent three years, In contrast, the top100chain online retail has over the years on the rise. Therefore, in the competition intense large retail chain store, how to use effective pricing strategies and services to improve the platform transaction rate is one of the difficulties of operating platform for enterprise operators.This thesis takes the Chinese large entity chain retail platform as the research object, starting from the theory of bilateral market research platform enterprise operators to bilateral user’s pricing strategy. First, in the monopoly and competition are two kind of market form, the introduction of quality factors (quality of quality of endogenous factors and exogenous factors) as well as consumer preferences, establish a dynamic game model, respectively, to discuss bilateral user’s pricing strategy and quality positioning platform, first came to the bilateral users under monopoly market and their pricing strategy of maximum utility platform operators, analyzes the various factors affecting the change impact on prices; Secondly, in the competitive market pattern obtained under two competing operators take has the difference service platform location is the best choice, and solved the optimal pricing and profit function of both user platform under the maximum benefit, analysis of various factors changes on the fixed strategy influence. Second, in the other factors remain unchanged bilateral user fees were used to price discrimination discussed further, first of all, for the implementation of third-degree price discrimination supplier charges a single price discrimination by lower prices and profit platform operators compare the effectiveness of the remaining suppliers drawn using price discrimination will gain even greater results. Secondly, on the same platform and vendor perspective of commodity pricing, first with dynamic game come to equilibrium pricing of each sub-market, and then take it to any one market generally fixed discount rate is analyzed and proved discount rate in the range of three sections demand.