Research On E-commerce Platform Product Differentiation Strategy And Pricing

With the continuous improvement of the Internet technology,the platform economy under the new model has developed rapidly.More and more suppliers and enterprises have chosen to adopt the online sales model and use the Internet to establish or find platforms to connect consumers and win a larger user market..Trading activity on the Internet platform is in full swing,which also increases the number of competitors in the platform industry,and the price competition is becoming fiercer.Whether it is a monopoly platform or a duopoly platform,in the face of fierce price competition in the market,platform companies often adopt product differentiation strategies and focus on pricing decisions for differentiated products in order to expand the user base and increase competitive advantage.Based on the theory of customer selection,this paper takes the e-commerce platform in the bilateral market of the Internet as the research object,and establishes a product differentiation pricing model of the bilateral market monopolistic platform and the competition platform,respectively,and studies when the platform provides products with quality differences.The issue of pricing decisions.First analyzes the monopoly platform product differentiation pricing model.The platform develops three strategies based on the different product orders.When the platform improves both low quality products,the pricing is the highest among all strategies,and the market share is relatively large;when the platform First provide low quality and then provide high quality products.Low quality platform pricing will be the same.High quality platform pricing will be reduced.Some high quality users will turn to low quality platforms and accompanied by users.When the platform first provides high quality,then low quality products are provided.Both platforms have lower pricing,and some low-quality users have switched to high-quality platforms.The monopoly platform also provides two quality products to meet the needs of different users.It has obtained the largest market share for the platform,so that the platform is not forced to make price concessions in order to keep the residents,which is conducive to the operation and profitability of the platform.Secondly,the competitive platform product differential pricing model is analyzed,the competition models of high quality and low quality are analyzed,and the conditions for the unique optimal solution of the pricing model are given.It was found that the competitive platform provided the impact of product quality changes on market share,price and profit.The results showed that competing platforms always provide differentiated products and adopt differentiated pricing;when high-quality platforms enhance product quality,two platforms Profits will increase;when the quality difference between the two platforms becomes smaller,the profits of the two platforms will decrease,and when the difference increases,the profits of both platforms will increase.Finally,the conclusions are verified by examples,and the results of Taobao and Tmall,Tmall and Jingdong are analyzed and explained respectively,and suggestions and guidance for the strategy of product quality differentiation in e-commerce platform are proposed.