Research On Inventory Optimization Model And Two-sided Pricing Strategy Of Platform Enterprise

In the era of rapid development of Internet information technology,the platform service business model has formed a new commercial ecosystem because of its strong resource integration ability.Platform enterprises to the two-sided market(Two-sided Market)users to provide services,and to a side of the user to provide real business model is more and more common.In this paper,the platform of the enterprise hardware products as a carrier to contact the needs of bilateral users,resource providers to provide content resources platform,the platform will be attached to the content of hardware products sold to consumers,consumers buy hardware products,the use of the above paid resources(Or software)and pay a fee.Platform profit can come from both sides of the market,you can also benefit from a side of the market and subsidize the other side of the market.This paper first introduces the realistic economic background and theoretical background of the paper,and reviews and summarizes the research status at home and abroad.This paper reviews the progress of the theory closely related to this paper,including the related concepts and theories of the platform and the literature of supply chain inventory theory.Based on the existing literatures,this paper establishes the pricing model of the monopoly platform and the joint model of the inventory,the bilateral pricing and inventory model of the competitive platform,the bilateral pricing and inventory model of the competitive platform under the differentiated service conditions.Through the numerical analysis,Management Inspiration:First,for the monopoly platform enterprises,network externalities mainly affect the pricing of hardware products to affect the order quantity,so to control the pricing of hardware products,according to different network externalities to develop the corresponding bilateral price.When the network externalities are positive,that is,consumer demand and resource provider needs are positively related to each other,you can implement a one-time pricing without charging other transaction costs,such as TV box,one-time pricing,including box prices and video packages Year membership fee,while the resource provider only charge a one-time cooperation fee.When the network externalities are positive and negative,that is,consumer demand and resource provider needs are negatively correlated with each other,the platform should provide high prices for resources,consumers buy hardware products will be low,and the network external strength The bigger the difference,the bigger the difference should be.In general,when bilateral externalities are the same,bilateral pricing and inventory can remain the same,and the platform should set a low price for the resource market and set a high price for the consumer market.When the bilateral network externalities are different,the higher the difference between the external network externalities,the higher the inventory,the smaller the difference in the externalities of the bilateral network,the lower the inventory,the platform should be strong on the network side of the market,On the other side of the market set high prices.Second,for the competitive platform,the scale of the scale of the impact of profits is essential.When the platform has no initial size advantage,appropriate service differentiation can significantly increase bilateral demand.When the network competitiveness of the two competing platforms is positive,the equilibrium prices of the two platforms remain unchanged,and the larger scale will adopt a low-cost strategy,and because some users are willing to pay for the differentiated services to the platform Price,so the smaller platform can use high-priced strategy and provide a certain degree of differentiation services to compete for market share.In general,under the condition of platform competition,when the intensity of bilateral network externality is equal,under the competitive conditions,the single platform is opposite to the situation of the bilateral pricing structure and the monopoly platform.It is the high price of the resource market,price.When the network externality intensity is different,and monopolistic platform similar to the competitive conditions,a single platform tends to network strong external side(consumer market)set a low price,while the other side of the market set high prices.