The Study On The Pricing Strategy Of B2C E-commerce Services Platform In Different Stages Of The Value

In the background of the network economy, online shopping become important lifestyle and consumption patterns. The data shows that the size of transactions of online retail market accounted for 11.4% of total retail sales of social consumer goods in the first half of 2015. The B2 C market transactions accounted for 51.8% of the total online shopping market in the third quarter 2015 in China. With the development of online shopping market, the trend of closed-end B2 C e-commerce platform to open B2 C e-commerce platform is increasingly obvious, and the competition of the open B2 C e-commerce platform is increasingly fierce. In this context, it’s very important for the small-scale B2 C e-commerce platform and the new entrants to make efficient service pricing strategies to promote development and to strengthen competitiveness and to win the market share.At first, the paper analyses the two-sided market theory and the electronic commerce value theories. Based on theories the B2 C e-commerce platform is divided into two stages—the basic value stage and the extension value stage. And the paper analyses the main factors that influence the platform service pricing in each stage. Later the paper builds service pricing model using the dynamic optimal control method, and discusses the impact of the main factors to the service pricing in different stage of value. The results shows that the negative correlation exists between the price charged to consumers and the cross-group network externality and the price sensitivity, and the positive correlation exists between the price charged to consumers and the unilateral network externality in the stage of basic value. And the price charged to business shows negative relation with the cross-group network externality, and shows positive correlation with the unilateral network externality in the stage of basic value, and shows the complex relationship with the price sensitivity, which depends on the strength of the price sensitivity in the stage of basic value. The relationship in the stage of extension value is as same as the first stage between the price charged to consumers and the cross-group network externality and the unilateral network externality, but the relationship depends on the strength of the price sensitivity between the price charged to consumers and the price sensitivity. Due to the strength of the factors are not defined, the relationship between the price charged to business and factors become complicate in the stage of extension value. The price charged to business continues to increase from the basic value stage to the extension value stage. And the higher coverage of value-added service, the higher the platform will charge to business. Finally this paper selects the Tmall as a case to support the theoretical model. And then emphatically analyses the change of the pricing strategy and the type pricing.