Analysis On Operation Strategies Of E-commerce Platform Of Agricultural Products With Two-sided Market Theory

Although in recent years,there is a rapid development of e-commerce in China's agricultural products,agricultural products E-commerce platform operating at a loss is the industry status.Therefore,it is urgent to provide a scientific theoretical guidance for the operation mechanism of agricultural products E-commerce platform.As a result of the high logistics cost of agricultural products which make companies suffered losses,so,It is necessary to consider the logistics cost when study the operation strategy of agricultural products E-commerce platform.This paper takes the E-commerce platform of agricultural products as the research object.Considering the logistics cost of agricultural products,we developed the B2C two-sided market pricing models based on the two-sided market theory.Research has shown that no matter in monopolistic or competitive market environment,the platform's market share of consumers and companies is largest when the platform takes the logistics cost.At the same time,in competitive market environment,the higher the logistics level means the stronger the cross-Network Externalities of the platform and the greater market share,the profits of the platform are the biggest when the logistics cost is assumed by the consumers and the registration fee of the platform is positively related to the logistics level of the platform.Considering the basic services of platform?including information services,quality inspection,security payment,advertising,market transactions?have a mutually reinforcing relationship with agricultural products,so we assume that s is complementary parameters between basic services and agricultural products,and take it into account the the B2C two-sided market pricing models to improve the scope application of models.Research has shown that whether the logistics cost is assumed by the platform or the merchant,when 0<s<2^1/2,the lower the level of logistics means the higher registration fee,and when s>2^1/2,the registration fee of the platform is directly proportional to the logistics level of the platform,that is,the higher the logistics level of the platform,the higher the registration fee of the platform.At the same time,when 0<s<3^1/2,the demand for agricultural products is directly proportional to the logistics level of the platform,that means,the higher the logistics level of the platform,the higher the demand for agricultural products.When s>3^1/2,the demand for agricultural products is inversely proportional to the logistics level of the platform,that is,the higher the logistics level of the platform,the smaller the demand for agricultural products.