Research Of Pricing Strategy Of O2O Platform Based On The Theory Of Two-sided Markets

With the rapid development of the national social economy,Internet applications have been widely spread,especially mobile Internet technology has been booming.At the end of 2014,the size of China's netizens is 649 million,and the size of the mobile phone users reaches to 557 million.The rapid development of the mobile Internet has also accelerated the transformation and upgrading of e-commerce,B2B,B2C and other models have been formed a stable pattern,020(to Offline Online)as a new e-commerce model came into being.In the first half of 2015,the size of the 020 market in China reached 3,049,400 million yuan,an increase of up to 80%,and the 020 mode has been widely used in all walks of life.A large number of 020 platforms have sprung up to all walks of life,leading to the transformation and upgrading of traditional industries.The 020 industry by a large number of subsidies burn,access to a large number of users,the next thing to consider is the problem of profit model.With the rapid development of Internet technology,as a new research field,the two-sidedmarkets has attracted more and more attention from domestic and foreign scholars.After analysis,the 020 platform is a typical two-sided markets,it has three basic elements,businesses,buyers and 020 platform.Businesses will commodity service information released to the 020 platform,buyers browse through the platform of business information,online booking or service,and then through the electronic documents and other information to the corresponding entity shop to consume.This paper selects a typical industry of 020 mode,the online movie ticket platform as the research object,based on the theory of two-sided markets and platform,analyzes the platform pricing strategy under the monopoly and competition,and the influence of commitment and non-commitment on the platform's pricing and profit.