Analysis Of Pricing Structure Of Bilateral Market Platform Under Tying Strategy

With the rising living standards of the people and the increasingly diversified needs,platform companies have established a bridge between consumers and manufacturers,gathering suppliers of products and services while aggregating consumers with demand.A new type of market model exists in all aspects of people's lives and changes people's lifestyles.Therefore,the theory of bilateral market has gradually become an important research topic in the theory of industrial organization.According to the data,under the background of China's "Internet +" plan,e-commerce platform has gradually become the most representative platform in the bilateral market.In the fierce competition environment,e-commerce platforms have adopted some strategies to block the competitors,among which the tying strategy is a common method used by platform companies.What are the influences of the platform company's tying strategy for the pricing structure of platform companies and the profits of platform companies? Can the tying strategy achieve the goal of attracting users to the platform? Therefore,in order to solve these problems,the main research content of this thesis is the impact of platform companies adopting tying strategies on the pricing structure of the platform.This article first sorts out the research results of the scholars on the bilateral market from the aspects of concept definition,characteristics,classification,and pricing research of the bilateral market,and introduces the scholars' understanding of the concept of tying behaviour and the insights of related theories.Secondly,in the model building part of the article,studies the impact of the tie-in strategy of the platform companies on the pricing structure of the bilateral market platform under the background of monopolistic platforms and competitive platforms.Under the monopoly platform,by establishing a mathematical model,the thesis analysis the impact of the monopoly platform on the pricing structure that the platform companies adopting the tying strategy under the three different pricing methods.And the cross-network externalities of the platform enterprises,the extranet utility that consumers receive after the tie-up strategy and other factors are analyzed to find out how they can affect tying decisions.After analysis,no matter what kind of pricing method the monopoly platform A adopts,after using the tying strategy,the price that the platform company sets for the consumers is higher than the price when the tying strategy is not adopted,so the profit of the platform can be improved.At the same time,the pricing structure and profits of the platform companies will be affected by the cross-network externalities among users,the size of users,the number of transactions,and some of the fees in the two fees.Under the competitive platform,through establishing a model like before,it compares and analyzes the impact of the tying strategy on the pricing structure of the platform enterprise and the social welfare of the two platforms,under the two companies do not adopt the tying strategy and one of the platform companies adopts the tie-in strategy.In the competitive platform market,when platform company A chooses the tying strategy and platform company B chooses not to conduct the tying strategy,the strategy of tying the consumers to platform company A is positive,and for platform company B,in contrast.In addition to the factors affecting the pricing structure of the platform analyzed on the monopoly platform,the same applies to the competitive platform market.Increasing the degree of differentiation of the platform's own products,the price of users will be correspondingly increased,which can increase the profits of the platform itself.Finally,the thesis summarizes and reviews the full text,explaining the inadequacies of the article research and the prospects for future research.