Research On Pricing Strategy Of Open Platform Based On Two-sided Market Theory

In recent years,the academia has paid more and more attention to the research of two-sided market.Different from the unilateral market that retailers gain profits through buying and selling goods,in the two-sided markets,the platform provide services to the seller and the buyer charge service fee to obtain profits.While in the two-sided markets platform pricing strategy is the focus of the platform because of the existence of the network externalities so that the increase of the users on the platform brings the increase of the other side users,thus affecting the pricing of the users to the platform.On the other hand,with the improvement of the third party payment technology and the level of logistics,China's online shopping market in the B2 C platform is also in rapid development,the market size of B2 C platform is catching up with C2 C platform.This is due to the traditional B2 C platform slowly began to upgrade to a hybrid B2 C platform,such as platform-type“Tmall”and self-operated “JD mall”.Through the opening of all retail formats,the introduction of more third party retailers,not only can enrich the platform type of goods,but also can reduce inventory and inventory costs.Opening platform can provide a higher quality of service,the development of the B2 C platform is bound to gradually exceed the C2 C platform.But in previous studies,there is little research on hybrid B2 C platform pricing strategy.Therefore,this paper analyzes the pricing strategy and the factors that affect the pricing of “monopolistic hybrid B2 C platform”and “double oligopoly B2 C platform” respectively,based on the two-sided market theory and the actual situation.The model of this paper is based on Armstrong's research on monopoly platform pricing and Ji Hanlin's research on duopoly competition platform pricing.First of all,through studying the research results of domestic and foreign scholars on two-sided markets,this paper expounds the definition and classification of two-sided markets,and summarizes the opening strategy of two-sided markets platform,including horizontal opening strategy and vertical opening strategy.And also studies the model of the pricing mechanism of the scholars in the two-sided markets,which lays the foundation for the establishment of the model.Secondly,this paper analyzes the pricing strategy of the hybrid B2 C platform under the monopoly environment,as well as the differentiated platform and the non-differential platform in the duopoly environment.Monopoly hybrids B2 C not onlyact as a platform but also sell products,so the users' evaluation and the proportion of users who have purchased third-party retailer's products are added to the model,to see how they affect the pricing strategy.In the competition model of duopoly B2 C platforms,the service quality parameters are added to distinguish the different platforms,and the pricing differences between the platform and the platform are compared.In a monopolistic environment,the platform tend to subsidize consumers in order to attract consumers.But the price of the retailer is increased with the increase of the platform value and the proportion of consumers who purchase the retailers' products.In the duopoly environment,the higher the quality of service provided by the platform,the higher the pricing.Finally,the article points out the shortcomings of this study and the future direction of the further research.Hoping that the future research can be close to the actual situation.