The Service Pricing Research Of Third Party Shipping E-commerce Platform Based On The Two-sided Market Theory

The rapid development of Internet technology promotes the emergence of the shipping e-commerce platform,makes the shipping industry realize transformation and upgrading by using network technology.In all kinds of shipping e-commerce platforms,the third party shipping e-commerce platform develops more quickly.But currently there is no enough user registering for the third party shipping e-commerce platform,and there is less profit.The third party shipping e-commerce platform needs to formulate a reasonable price structure to attract liner companies and owner enterprises to join in,and improve the profit of the platform.This paper will be based on the theory of two-sided market to study the pricing problem of the third party shipping e-commerce platform.First of all,this paper reviews articles of the two-sided market pricing and shipping e-commerce platform,summarizes the definition,characteristics,existence conditions,classification of two-sided market and market pricing theory knowledge.Secondly,in this paper the current situation of the development of shipping e-commerce platform is illustrated.The concept of the third party shipping e-commerce platform,features,stakeholders,functions,advantages,and existing problems has been introduced.We also discuss the influence factors of the third party shipping e-commerce platform pricing and the basic ways to price in order to establish the pricing model.Then,competition platform pricing model is presented in this paper,through introducing the Hotelling function,under the premise of only in charge registration fee,to get the optimal pricing and maximum profit of two competing third party hipping e-commerce platforms.Research shows that:the third party shipping e-commerce platform pricing has negative correlation with liner company's and the owner's crossover network externalities and credibility;has positive correlation with the marginal cost of the third party shipping e-commerce platform and liner company's,the owner's non-price cost.The profit of the third party shipping e-commerce platform has positive correlation with liner company's and the owner's non-price cost,and has negative correlation with the liner company's and the owner's crossover network externalities and credibility.At the end of the paper the pricing model were further analyzed by using numerical examples and suggestions are provided for the development of third-party shipping e-commerce platform.