Research On Pricing Strategy Of M-Commerce Platform Based On The Two-Sided Theory

In recent years,there are more and more netizens and mobile phone users in China.The development of m-commerce business models has been continuously improved in the market economy environment.The number of m-commerce platforms is also growing rapidly,and the market competition is becoming more and more fierce.It is not uncommon for price wars to occur between commercial platforms.In this chaotic price competition,the unregulated low price and unique high price of the platform are not the best choice.For m-commerce platforms with "bilateral market" characteristics,the most important thing is to consider how to meet the needs of bilateral users and correctly formulate price strategies in a bilateral network environment.Therefore,it is particularly important for m-commerce platforms to choose the right business model and pricing strategy.After studying a large number of domestic and foreign bilateral market theories and related pricing strategies,this paper combines the actual operation mode of domestic m-commerce platform.Firstly,it discusses the characteristics of the bilateral market and the main influencing factors of the price strategy.It is found that the m-commerce platform has five major bilateral market characteristics including non-neutral and seven major pricing factors such as demand price elasticity and the three major pricing models such as registration fees.Then,the pricing model and pricing strategy are discussed in detail on the monopolistic and competitive modes.In the case of monopoly mode,when the bilateral user transaction volume of the platform increases to a certain extent,the platform should lower the price with the increase of the network externality between users and develop a non-neutral price allocation strategy for users at the same time.In the case of competition mode,the competition model and pricing strategy under the condition of single-homed and partial multi-homing of bilateral users are discussed respectively.Analysis shows that the platform should enhance its search matching technology to improve its pricing power and increase the degree of difference between platforms.While gaining price advantage,the m-commerce platform should increase consumer loyalty and minimize the number of users of the platform to ensure the smooth implementation of the platform pricing strategy.Finally,the reliability of the theory is confirmed by studying realistic cases.Take Suning as an actual case,combining its bilateral market characteristics and pricing influencing factors as well as the choice of pricing models and strategies.The current pricing factors of Suning and the pricing model and pricing strategy are analyzed,its pricing strategy is applied to other m-commerce platforms under the bilateral market structure.It is hoped that some of the research results of this paper will bring some theoretical reference and policy support to the pricing model and pricing strategy innovation of the specific m-commerce platform industry.At the same time,it also hopes to provide theoretical reference and reference for anti-monopoly regulation and industrial policy research of relevant departments.