A Study On Software Platform's Bundling Strategy Based On Two-Sided Markets Theory

The development of network economy has attracted wide attention of platform business model, including new understanding for the new industries and the reconsideration of mature industry. Software platform is a kind of unique and fashion platform; For some traditional theory fails to explain economic phenomena effectively, two-side market theory gives a new theroretical explaination which is more close to reality; Because bundling strategy is important to software platforms, so there is much practical significance to research the software platform's bundling strategy and corresponding market change under the two-sided market theory.This article first deeply studies many relevant references, systematically introduces related theory of literature development. Then build the mathematical model based on the theory of two-sided market. Finally, numerical simulation and case analysis of the problems are analyzed and discussed. Unlike traditional bundle documents, this study found that the licensing access charged by the platform to developers will not change, and surprisingly total welfare is higher under mixed bundling compared with under individual sale; This study found that the consumer market type affects the software platform for the bundling strategy of the enterprise, and platform preference market software platform should improve its bundling degree.