Research Of Pricing Mode Of Third-party E-commerce Platform

Compared to traditional economy,network economy is a typically network-based industry that is on the premise of socialization development,which takes E-commerce as a method.For this,network economy has some new characteristics,which poses new challenges to the traditional economic pricing theory.As a new commodity trading model,E-commerce requires traditional enterprises to reform their transaction platform from offline to online.However,in the practice of their reform,traditional enterprises still face a problem,which is the lack of technical and management experience.They do need to rely on the third-party E-commerce platform to overcome their disadvantages.The third-party E-commerce platform has evolved to a relative maturation stage compared with traditional enterprises.Besides,it has a high level of integrating ability.In brief,the third-party E-commerce platform is of great significance to promoting enterprises to speed up the transformation and upgrading and accelerating the transformation of economy growth from export-oriented into domestic-demanded.Based on the existing literature and on the basis of classical research results,this paper builds pricing mode,considering the unique characteristics of the third-party E-commerce platform,to conduct the research on the influence of three different kinds of charging methods to the pricing mechanism and profits of monopolized and competing platforms,as well as the social welfare condition.On the base of the model deduction,this paper makes the research on the problem of pricing strategy for further analyzation and discussion from a value-added services perspective.After importing social attribute,this research shows that the core competitive advantage of social E-commerce platform lies in enhancing the matching probability.The comparison between the results of the model deduction and actual practical application shows that platforms put forward different development goals at different development phases.Therefore,network externality makes different effect at different development stage.As for pricing mode of platform,the results show:(1)Both monopolized and competing platform shows that negative network externalities improve the pricing capacity for platform,while positive network externalities have the opposite effect.(2)When the scale of seller is small,the price charged from sellers' decreases with the increasing of the number of sellers and the strength of its network externality.However,the opposite phenomenon occurs when the scale of seller reaches a certain level.As for the effect of the pricing mode on the profit of the platform and welfare of the community,the main results are as follows:(1)As with any pricing mode,the profit of the platform and welfare of the community increases with the positive network externalities and the matching probability of trading.On the contrary,the negative network externalities have the opposite effect.(2)Various management improves profits with decreasing the social welfare of transaction costs mode.But besides that,it has nothing to do with the social welfare of two other types of pricing mode.The reason is that the amount of increased profits can not make up for all the loss of two-sided users' surplus.