Research On Price Strategy Of C2B Platform Based On The Theory Of Two-sided Markets

In recent years, China's e-commerce industry presents a good development trend. The environment of shopping online has matured, and the user's purchasing power has been rising. As consumers began to focus on their individual needs, C2B e-commerce model has developed.Because of its late start, C2B e-commerce website's model is not clear enough to have a mature development strategy. It is necessary to analyze and study the pricing strategy of the C2B e-commerce platform.As an important part of the economics' fields, two-sided market theory is of great help to the strategy analysis of e-commerce industry.After the analysis of previous academic research results, we have an understanding of the based theory of the two-sided market, and the confirmation of the current trend of the pricing mode of the two-sided markets, the knowledge of different factors of the platform's pricing strategy, and the information about several pricing strategies. After that,by introducing the C2B e-commerce platform briefly, we have a brief knowledge of the definition of the C2B model and know that the attributes of the two-sided markets of the C2B e-commerce platform,which lays the foundation for the following discussion.Through the analysis of the theory of the two-sided market, this paper studies three main pricing models of platform in the case of monopoly, including registration fee, transaction fee and two-step charging mode, and the platform registration fee under the duopoly model.After the analysis of the influence of direct network externalities between users, cross-network externalities on the pricing, we find that the cross-network externalities promote the user's scale and the profit of the platform. Offering good quality of the service, the platform will increase the profit when the number of the users decreases. Therefore, in addition to improving the cross network externalities of the platform's users, make an effort to improve the service quality is a way to enhance the revenue of the platform.Then, this paper selects Kadang as a case study, showing how to make the pricing strategy and give a n advice of the development. Finally,this paper summarizes the main conclusions and shortcomings of this paper, and points out the direction of further research.