The Research Of Market Behavior For E-commerce Platform With Two-sided Market

In today's era,e-commerce arises and flourishes under the impetus of the development and popularization of science and technology.Unlike traditional one-sided market,e-commerce platform can provide services for bilateral participants-the buyer and the seller,and the number of the participants of one side affects the demand of the other side of the users.Two-sided Market Theory,embarking from cross-group network externalities and price structure non-neutrality,provides a new research perspective and method for bilateral market.It particularly focuses on the basic theory and general characteristics of bilateral market,owing that the Two-sided Market Theory is a new theory developed in recent years.This article aims e-commerce platform as the research object,analyzing the bilateral market characteristics,in order to provide a new direction for the competition strategy of e-commerce platform.First of all,the development of the Two-sided Market Theory and e-commerce platform at home and abroad was reviewed in this paper.Then it describes the bilateral market characteristics of e-commerce platform.Secondly,this paper analyses membership fee and transaction fee under monopoly model and duopoly model,using the industrial organization theory and game theory.Studies show that cross-group network externalities are important factors affecting the price structure.The ecommerce platform charges higher prices for users with strong network externality,and charges a lower price for the users with weak network externalities,and even gives subsidies for weak network externalities users.In duopoly market,the platform of high quality has obvious advantage in pricing.It can make high prices and obtain high profits.Finally,this paper studies the vertical integration behavior of e-commerce platform by building profit function models of vertical integration in the monopoly platform and competitive platform and bilateral user utility function model.It analyses the influence of the vertical integration on the user's decision,combining with the case of vertical integration strategy.Through analysis of the price behavior and the vertical integration behavior in ecommerce platform,it can provide competitive strategy for e-commerce platform and relevant management policy for government departments.