Research On Platform Differentiated Service And Pricing Strategy

With the development of technology and the popularity of Internet,e-commerce network information security continues to improve,at the same time,the convenience of online shopping and inexpensive goods continue to attract consumers to join,the online retail market has been developing in high speed.With the increasing participation of suppliers and consumers in the platform enterprises,the platform companies are constantly upgrading the value of the platform and the quality of service,including the rigorous reviews of supplier product quality,the recognition of consumers search preferences,diversified and differentiated products to match,to satisfy the suppliers and customers.Based on the theory of bilateral market,this paper studies the differentiated competition and pricing strategy of online retail platform enterprises.Firstly,this paper introduces the definition,characteristics,classification and pricing theory of bilateral market.Secondly,through the literature review method,the research summarized on the bilateral market by Rochet,Armstrong,Calliaud,Hagiu,Ji Hanlin,Wang Na,Yue Zhonggang and so on.Finally,this paper summarized the bilateral market structure and characteristics.In the fourth chapter,this paper analyzes the differentiated services and pricing of the monopoly platform enterprises in the bilateral market by constructing the mathematical model.The order of the services provided by the monopoly platform enterprises is different,and the consumers and suppliers choose the platform quality of service is different,thus affecting the platform of enterprise pricing and profits.When the platform companies provide low-quality service before provide high-quality services,the pricing of high-quality services is low;when the platform companies provide high-quality services,delay the provision of low-quality services,under this conditions the platform acquire the largest profit.Then the article takes Alibaba Group's Taobao and Tmall as an example,analyzed high-quality and low-quality platform services in the practical application.The fifth chapter of this paper provides a differentiated service and pricing strategy analysis for the competitive platform of the bilateral market.The introduction of the Hotelling model is to build the competition between the low quality service platform and high quality.Proving that while low-quality platforms are earning more profits than high-quality service platforms,but high-quality platform services is to win the trust of suppliers and consumers.It is conducive for later development of the platform.Therefore,the strategy of low-quality service platform is to introduce high-quality services to compete with competitors.In the real world,when the high-quality service platform Jingdong Mall opening platform allows third-party suppliers settled in the platform,Alibaba Group separated low-quality Taobao and high-quality Tmall mall,high-quality platform services Tmall mall and Jingdong Mall for platform competition.The last part summarizes the whole paper,explains the limitations of this study and the prospect of future research.