Competitive Strategy Of Sharing Economy Platform

With the developing of sharing concept,the sharing economy is increasingly approaching the public's life as a new economic format.No matter from the transaction volume,financing amount or employment number,China has entered a golden period of sharing economy.Based on the characteristics of the bilateral market and the heterogeneous users in the sharing economy platform,this paper constructed the price-market two-stage game by improving the Hotelling model,and the competition of the sharing platforms is divided into horizontal-difference platforms competition and vertical-difference platforms competition.First,the pricing strategies about pricing orders of different scale platforms are analyzed.Second,internalize the differentiation strategies of the sharing platforms as parameters,and analyse the impact on the pricing,numbers of users and profits,to describe the service-differentiation strategy of improving matching efficiency and the user's initial utility and quality-differentiation strategy.The study found that the platform can achieve the maximum profit in the lagging pricing;The platform's profit when suppliers wish to single-home is related to the difference of the initial utility and cross-network utility between the two platforms,the platform obtains a higher profit by adopting strategies of improving the difference of matching efficiency and initial utility of the users.And the effect of the strategies is positively related to this difference;When the suppliers wish to multi-home,the profit is only related to the platform's own initial utility of the user and the cross-network utility.When the quality difference of suppliers is large,platform which has higher quality gets more profit,both platforms tend to improve the quality level,however,when the difference is small,platforms do not have the power to improve the resource quality.The platform quality decision is related to the cost of the platform's demanders.Therefore,this paper proposes a "lagging pricing" strategy and strategies to improve user transaction matching efficiency,initial utility and supplier's resource quality.At the same time,it is suggested that the government should provide certain preferential treatments for new entry platforms which is small-scale,break down barriers to competition,and strengthen the control of resources'quality,improve quality access threshold.