Pricing Strategies Research For Two-sided E-commerce Platforms

With the development of information technology,network has penetrated into people's lives.More and more people buy products through the e-commerce site.Recently,with the development of mobile Internet rapidly,there have been several new e-commerce models,these new models not only make people's lives more convenient,but also provide the service much more close to the users'demand.Currently,there are many widely influence on new e-commerce platforms which haven't been profitable and a steady source of profit.For businesses,the profit is the basis of continuing operations,and pricing strategies are important factors that influence the level of corporate profits.Used analysis about pricing strategies were always with the perspective of enterprise,but this study analysis the platform pricing strategies include two-sided users with the perspective of platform.In the study of P2P and 020 platforms,this paper combine with“collaborative consumption" which used widely,and analysis the industry statistics and use cases evidence the profit models.While standing on the platform operator's point of view,explain the theory of pricing strategies of each model.Meanwhile,this study used the same approach for B2B,B2C and C2C platforms to analyze profit model,and explain pricing strategies theory.This study also combined with the pricing strategies and profit model,with the perspective of risk aversion,the attitude about user,collect users'requirements,respond to market changes,put forward the management suggestions to the platform.Hoped that would have some reference to the platform with those e-commerce models.Enterprises combined with their own business circumstances,select the right profit model and pricing strategies,use the platform sources rationally,to avoid risks,and make the platform healthy and sustainable.