Study On The Pricing Strategy Of Two Stages Online Technology Market Based On The Theory Of Two-sided Markets

Online technology market is a new development of the traditional tangible technology market on the background of network technology and economy,which has many advantages that traditional technology market can not be compared with and is the most direct and convenient means to promote the transformation of scientific and technological achievements.But,at present,the good start of most online technology market in our country is based on a lot of manpower and material resources invested by government.With the continuous improvement of China's market economy system,the online technology market as a business entity,the government can not undertake its unlimited liability for a very long time.If the online technology market want to stay in an invincible position from the fierce competition in the economic tide,it must carry out enterprise management and market-oriented operation.However,what should be pointed out is that the marketization of the online technology market is not accomplished overnight,the process of marketization should be phased and the goal of online technology market is different,so the pricing strategy is not the same in different stages and the pricing problem of online technology market can be studied in the theoretical framework of two-sided market.This paper fully demonstrate that whether online technology market is two-sided market or not from the benchmark of the two-sided markets and the result shows that the online technology market is a two-sided market,so the pricing problem of online technology market can be studied in the theoretical framework of two-sided markets.Then,analyzed the development stage of the online technology market,and concluded that he development stage of most of the online technology market in China can be divided into two stages which are government leading stage and marketization supported by government stage.Analyzed the target of the online technology market in different stages of development.Furthermore,combined with the divided stages of the development of online technology market,constructing the pricing model of the government leading stage and marketization supported by government stage.And carrying out the derivation analysis of the theoretical model is deduced and analyzed.The research result shows that:(1)when the online technology market stays in thegovernment leading stage,with the increase of the number of the technology supplyside and the demand side,the platform profits will also increase.And in the online technology market platform 1,2,increasing the same number of technology supply side and demand side respectively,adopting the pricing strategy with biased technology suppliers can bring greater utility increment to the platform.(2)when the online technology market stays in the marketization supported by government stage,under the structure of three different kind behavior of users,the pricing of technology supply side(technology demand side)of online technology market will be reduced with the increase of cross-group network externalities of technology supply side(technology demand side),at the same time,when in the circumstances of both sides of the users are single homing and one side is single homing,the other side is patial multihoming,the differentiation of platform will raise the price and profit level of the competition platform.(3)when the online technology market stays in the marketization supported by government stage and the cross-group network externalities of the technology supply and demand side tend to be equal,when the technology supply and demand parties are all single-homing,the profit of platform is the highest.the platform has the intrinsic incentive to prevent the users from multihoming.