Pricing Strategy Of Cross-border Import E-commerce Platforms In Two-sided Markets

With the improvement of people's living standard,the cross-border import ecommerce industry has shown explosive growth.Platform operators formulating reasonable pricing strategies for bilateral users can effectively promote platform trading volume and maximize platform profits.This paper further uses the theory of bilateral markets to construct a pricing model for cross-border imported e-commerce platforms,and discusses the impact of crossnetwork externalities,self-network externalities,platform matching technologies,seller reputation,and platform differentiation on platform pricing.Then this article selects Tmall International as a case to describe its pricing strategy in a descriptive manner to verify the assumptions and conclusions of the model.The main conclusions are as follows:(1)Asymmetric pricing is the norm for the pricing strategy of cross-border imported e-commerce platforms.(2)The platform-toconsumer pricing is negatively related to its network externalities.The pricing of suppliers may be positively related to their network externalities,and may also be negatively correlated.(3)The increase in the degree of difference between platforms in the competitive market structure will increase the platform's pricing level for bilateral users and promote the growth of platform profits.(4)The increase in platform matching technology and seller's credibility will increase the number of expected transactions and reduce the platform's collection of bilateral user transaction fees.