Research On The Price Structure Of Real Estate Network Platform

The real estate industry is a pillar industry of national economy in our country.As the quantity of urban land resources gets fewer and the price of land gets higher,the traditional real estate enterprises are now faced with enormous challenges,with a series of real estate macroeconomic regulation and control policy released.It has been proven that the combination of the Internet and the real estate industry can create a new profit point.The real estate network platform has effectively solved the problems which the real estate industry faced with and has been developed vigorously.Domestic and overseas researchers have tried to combine e-commerce theory with real estate network platform to study the application patterns and profit patterns real estate e-commerce.But the e-commerce theory lacked of thorough analysis on economic behavior and economic characteristics of real estate network platform,and it could not explain the economic phenomenon of real estate network platform from essence.The research target of this paper is to explore the price structure and pricing strategy of real estate network platform and set up the theoretical research framework specifically for real estate network platform,based on the theory of two-sided market,through the analysis of two-sided market,market structure and profit pattern.First of all,based on a detailed literature review,this paper reviewed two-sided market theory,price structure theory and the research progress of various industries.It has been clear about the selection of Armstrong model as the basic model of real estate network platform.This paper pointed out that the current research by domestic and overseas scholars on the two-sided market feature and price structure of real estate network platform is still blank.In order to understand the economic behavior of real estate network platform,the market structure and the platform user heterogeneity are studied.Secondly,this paper defined the real estate network platform from the angle of industry and made clear three characteristics of real estate network platform.Then,this paper took further research on the two-sided market feature of real estate network platform,used the theory of two-sided market.Finally,according to the Evens classification,the real estate network platform could be divided into three categories:market makers,receiver creators and demand coordinators.This part formed the important premise of price structure model of real estate network platform.In addition,this paper,combined with the industrial characteristics of real estate network platform,improved the Armstrong model and established the price structure model of real estate network platform.The model,on the one hand,concluded that cross-group network externalities was the determinant of price structure of real estate network platform.On the other hand,it also explained the reason of skewed pricing of real estate network platform.Then,in combination with the market phenomenon,this paper discussed the quantity of cross-group network externalities and pricing strategy of real estate network platform.It was discussed in the research that:1)real estate network platform was highly monopolistic;2)Its profit was not related to the type of platform and the way of charging;3)Under the condition of maximizing profit of platform,the cross-group network externalities was the decisive factor of the price structure,scale and profit;4)The price structure of estate network platform was not neutral;5)The platform should adopt the tilt pricing strategy.For the creators of real estate network platform,the platform should be charged to advertisers.For the market makers of real estate network platform,the platform should choose objects of charge,based on supply and demand of market.Finally,this paper selected the domestic largest real estate network platform-Soufang Net as an example and analyzed two-sided market feature and price structure of and put forward specific suggestions on pricing of Soufang Net.