Pricing Strategy Study Of Takeaway Platform Based On Two-sided Market Theory

In recent years,take-away O2O platforms has developed rapidly in China and plays a more and more important role in domestic catering life.Nowadays,after the strategic merger of Baidu Takeaway and Eelme,the takeaway O2O market has developed into a relatively stable oligarchy.This thesis makes research on takeaways O2O platform,which is also a typical bilateral market.Based on two-sided market theory,this thesis studies the pricing strategy of a two-sided market consisting of merchants,ordinary users and O2O platform operators respectively under monopoly and duopoly competition.Besides,this thesis concludes the optimal pricing structure by modeling based on Armstrogn model and Hotelling model.At the same time,the modeling and discussion of user-attribution and multi-ownership in the duopoly competition are separately discussed.After that,this thesis analyzes several impact factors such as platform differentiation and price sensitivity on pricing structure.The conclusion shows that the pricing structure of the platform under monopoly conditions and oligopolistic competition is mainly affected by the number of bilateral users,the cross-network externalities between users and businesses,and the platform's marginal cost.However,in oligopolistic competitive situation,the pricing strategy of takeaway O2O platform is related to users' price sensitivity and platform's differentiation.At the same time,the multi-homing of users leads to lower price of platform,so the platform should take corresponding measures to avoid the occurrence of users' multiple-homing action.In addition,this paper analyzes the typical takeaway O2O platform Eleme.By using the methods of PEST,SWOT and comparison with take-away platforms aboard,this thesis analyzes Eleme's development path,pricing strategy and market situation.Based on that,this thesis puts up with some feasible suggestions of Eleme's pricing strategy and future development.According to the conclusion,Eleme should make use of the resources of Baidu,and pay more attention to food safety,layout white-collar market,improve food delivery service,enhance the delivery experience,and transfer to all categories,etc.