Research Of Pricing Model Of E-commerce Platform Based On Netlogo Simulation

In the business ecosystem,the core enterprise establishes a resources sharing platform to introduce related companies for co-creating value,which forms a cooperative and win-win business ecosystem.Making a reasonable pricing model for platform enterprises not only affects the profit of itself but also affects the development of the business ecosystem.This paper has constructed the value network model of business ecosystem based on multi-agent and simulated by Netlogo platform,which help the e-commerce platform to adjust its pricing model to promote the prosperity and development of the business ecosystem.Firstly,this paper has analyzed the characteristic of the e-commerce ecosystem,which includes three aspects: the interdependence of bilateral demand,the network effect and the asymmetric price structure.This paper also analyzed the composition of the pricing model of e-commerce platform from two aspects of profit source and charging mode,and the evolutionary characteristics of e-commerce ecosystem from the four stages of birth,expansion,coordination,evolution respectively.And this paper has researched four different pricing strategies for e-commerce platform,the aim of which is making reasonable strategies for platform enterprises.Secondly,This paper analyzed the main body of e-commerce ecosystem,and described the formation logic of the e-business ecosystem value network from three dimensions: value proposition,value creation and value capture,and identified the composition of customer perceived value and its influencing factors by drafting the service blueprinting.This paper has builded a value network mathematical model by analyzing the behavior characteristics of each member in e-commerce ecosystem based on multi-agent theory,and set up the hypothesis conditions,variables,parameters and simulation process of simulation experiments.Finally,this paper has took the A e-commerce ecosystem as an example to test value network model and simulated the process by Netlogo,which analyze the influence on the development stage of the system of four different pricing strategies of the A e-commerce platform.According to the simulation results,the following suggests are proposed for the development of the pricing model for e-commerce platform: Cross subsidy,Improving customer perceived value,Setting up access mechanism to improve conversion cost of bilateral users,Innovating charging mode and increase the source of profit.