Comparative Study On Charging Mode Of Retail Platform Under Congestion Effect

Now,in the context of "Internet +" and economic diversification,China's retail industry has undergone tremendous changes.All kinds of new retail formats represented by offline retail platform,such as wal-mart,carrefour supermarket,,as well as to Tmall mall,taobao,jingdong mall and so on as representative's online retail platform had entered People's Daily life.At the same time,the new retail combination of "offline + online",such as suning tesco,has had a huge impact on the traditional shopping concept.New shopping methods such as online ordering,home delivery,scan payment,and unattended supermarket are gradually affecting everyone,every enterprise and even the whole country.Big retailers have shifted from traditional sales representatives to manufacturers and consumers to offer trading services.The entire retail industry has become the core industry that has become the dominant industry in the national economy.Therefore,the research on retail enterprises is also crucial.The research on the competition theory of two-sided market platform is a hot research topic at present.Large retail enterprises belong to the typical two-sided platform enterprises,and many retail enterprises have changed from the traditional one-sided market to the two-sided market.According to the theory of two-sided market,is the communication bridge of suppliers and customers of the retailer,it provides trading platform for suppliers and consumers and reflect their own value,so the user is a fee in accordance with market rules.Two-sided market theory as a new tool can be very good retailer fees,so this article with the help of the theory of two-sided market knowledge to analyze and study the monopoly and competition behavior of the retailer.This paper firstly combed the two-sided market pricing theory of literature,and carries on the basic theories of channel fee,the hypothesis that the effect of platforms are crowded situation,separately considering two different charging mode and profits when the price of the platform structure size,and platform of users based on the effects of the pricing strategy.At the same time,the number of new users and the size of platform profit can be compared.By comparison,the platform can gain more profit when the platform has crowding effect.Secondly,it is found that the optimal choice of the new platform is to enter the market regardless of the charging mode.User in the platform have advantages for platform is a "double-edged sword",if poor management platform,the advantage of the user base will become a platform of the burden,alone in the platform of existing user base can not effectively prevent the new platform into the market.In the early stage of entering the market,the most important thing is to solve the problem of "chicken and egg",while managing and serving the existing user base is crucial to the incumbent platform.