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Research On The Pricing Strategies Of Small And Medium Sized Enterprise Public Service Platforms Based On Two-sided Markets Theory

Posted on:2019-03-25Degree:MasterType:Thesis
Country:ChinaCandidate:Q WuFull Text:PDF
GTID:2429330566977053Subject:Engineering
Abstract/Summary:PDF Full Text Request
As an important network node of the construction of small and medium sized enterprise(SME)public service system and the main carrier for the government' providing public service,SME public service platforms connecting different kinds of resources are an essential intermediary during the development of SMEs.Under the vigorous promotion of state the construction of the public service platforms for SME has begun to take shape in various provinces and cities,but it is very urgentto solve the common problem of how to achieve sustainable profits.As a kind of two-sided market,SME public service platforms have obvious two-sided market characteristics.The most important thing to make profits is pricing.Therefore,this paper will study the pricing strategies of SME public service platforms based on the two-sided market theory to provide some suggestions for the operation of SME public service platforms.The main research works of the subject are as follows:Firstly,this paper expounds the general two-sided market characteristics and specific characteristics of SME public service platforms and analyzes the way of pricing of them for the later research.Secondly,based on the competition degree of platforms,the pricing models of monopolistic and competitive SME public service platforms are set up aiming at maximizing the profits of service platforms and the social general welfare under three pricing ways.The ways of pricing include membership charges,usagecharges and two-part tariff.And the optimal price and profits of service platform and the scale of usersunder the condition of optimal price are determined.Also,this paper analyzes the pricing structure characteristics of SME public service platforms and the factors that affect the pricing and profit of service platforms under different pricing modes.Then,based on the above analyses,the pricing strategies of SME public service platform are summarized.Then,the pricing models of monopolistic SME public service platforms are established based on the quality types service platforms providing in the light of the characteristic of the difference of service providers' credit rate and the quality of service platforms.And the optimal price and profits of service platform and the scale of usersunder the condition of optimal price are determined.Then,this paper quantitatively analyses how the service quality of platforms and service provider's credit rate influence the prices and the profits and the scale of usersof service platforms.Also,the prices and the profits and the scale of users of SME public service platforms under the condition of different quality type of service platforms.Finally,the competition model of duopoly SME public service platforms is established based on the different quality of two platforms.And,the optimal price and the scale of users are determined.Also,the profit and the scale of user of competitive SME public service platforms are compared in the symmetrical equilibrium state.Based on the above analyses,the corresponding pricing strategies of SME public service platforms are summarized.
Keywords/Search Tags:Two-sided markets, The pricing of two-sided markets, Small and medium sized enterprisepublic service platform, Differentiation of service quality
PDF Full Text Request
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