Research On Pricing Strategy Of Crowdsourcing Platform Based On The Two-sided Theory

In recent years, with the difficulty of enterprise innovation and cost increase,crowdsourcing has become an important way of enterprise innovation. The number of crowdsourcing platform with the crowdsourcing model is widely used more and more,and the development is faster and faster. But because of various reasons the operation does not go on a lot,which in addition to fierce competition in the market,the imperfect profit model is one of the important reasons. For a crowdsourcing platform, profit is the basis for long-term stable development, and pricing is a key part of profitability.Therefore, this paper studies the pricing of the crowdsourcing platform to provide guidance for the long-term development.This paper takes the crowdsourcing platform as the research object and combines crowdsourcing platform with the theory of the two-sided market, studies the pricing of the crowdsourcing platform. Firstly, this paper summarizes the theories of the two-sided market and crowdsourcing,And then this paper studies the structure of the crowdsourcing platform, crowdsourcing platform of the bilateral market characteristics and crowdsourcing trading pattern.Finally, this paper uses mathematical modeling method to construct two different trading model pricing models in competitive market, and focuses on the impact of network externalities including network externality and intra-group network externality, user attribution, platform differentiation and platform search matching technology on pricing.The research shows: 1) The characteristics of the crowdsourcing platform include that there are two types of heterogeneous users with interdependent demand on both sides,the platform pricing is non-neutrality and the users of platform have network externality.2) Crowdsourcing trading patterns according to the degree of difficulty observation platform user transactions can be divided into reward tender system trading model and employment system trading model. And in the reward tender trading system, the platform should be charged transaction fees; and in the employment system trading model, the platform should be charged registration fee.3) Although the pricing model of the platform will be different in different transaction modes, it will be affected by different factors.However, under normal circumstances, due to the combined role of network externalities,crowdsourcing platform should set the high price to the receiver and implement low or even price subsidies policy to the contractor. However, the specific tilt of the platform on the bilateral pricing needs to consider the strength of the network externalities.