Research On Competitive Strategy Of Internet Platform Based On Two-Side Market Theory

Based on the bilateral market,platform-based Internet companies play an important role in China's economic restructuring.The competition among Internet platforms has also evolved from the price war of large-scale subsidies to the deployment of smart delivery and service experience optimization.This article mainly studies the pricing competitive strategy of platform internet enterprises,the advertising competition strategy of the platform and the competition strategy of the service quality of the platform.First of all,this paper builds a competitive model of three platforms using the same pricing strategy and different pricing strategies,and finds that the symmetric equilibrium pricing and the profit under the three competitive situations are exactly equal,and the equilibrium profit is positively correlated with the transfer cost of bilateral users.Negatively correlated with the network externality coefficient of bilateral users.Second,through the ad-competition model of the two platforms when users belong to a single platform,it finds that the two competition platforms will not increase the advertising coverage and market share through the advertising investment even if the competition in the bilateral market is balanced.In addition,the equilibrium profit of advertising competition between the two platforms is negatively correlated with the advertising investment barrier coefficient.The platform should choose the distribution channel that minimizes the investment barrier coefficient at different stages of development.Finally,through the model of service quality competition between the two platforms,we find that the equilibrium profit of the two competitive platforms adopting the strategy of improving platform QoS is less than that of the two competitive platforms that enhance the supply side QoS strategy,and enterprises will not take the initiative to upgrade Platform,but will choose to optimize the quality of service provided by the bilateral market supply side users through management means.The research of this paper adopts scientific methods such as cross-study to establish a model of competition in service quality between two platforms and two platforms in different pricing modes,which not only enriches the theory of bilateral market competition,but also has a good competitive strategy for Internet platform enterprises The reference significance.