Theoretical And Empirical Research On The Transaction Pricing Mechanism Of Internet Platform

With the vigorous development of the new scientific and technological revolution and the rapid rise of platform economy based on Internet technology,its business model is constantly innovating,its application field continues to extend,and its service content is increasingly rich,which greatly facilitates the daily life of the public,improves the efficiency of production and trading,and sets off wave after wave of consumption.The rapid development of platform economy model and the change of pricing mechanism of platform commodity transaction raise new questions to the labor value theory of Marxist political economy.According to the classical Marxist political economy theory,value is the fundamental factor determining the market transaction price,and price is only the market manifestation of value.Arguments about how to determine and realize the value of commodities are still going on around two kinds of "socially necessary labor time".Platform trading pricing mechanism has once again aroused widespread concern about the relationship between two kinds of "socially necessary labor time",especially the "second socially necessary labor time" and value and price.Through the Internet information platform,commodity producers and sellers can make use of the Internet of Things,big data and other emerging information technologies to understand the demand situation of individual consumers and the whole market more comprehensively,accurately and quickly.By collecting and collating these data,producers and sellers of commodities can analyze,estimate and predict consumer behavior.Thus,the inherent blindness,lag and destructiveness of market mechanism are expected to be corrected.In platform economy,producers and sellers can forecast and price according to market demand more timely and accurately,increase the foresight of market demand,thus adjusting supply and optimizing allocation of resources.Undoubtedly,this is the second kind of social necessary labor time theory in the era of Internet economy.Obviously,compared with the traditional market economy,the supply and demand feedback mechanism in the Internet platform economy has many new characteristics.This means that we can re-examine the law of value based on two kinds of social necessary labor time with the help of Internet trading platform,and explain it in accordance with the development of practice,so as to enrich Marx's theory of labor value.The pricing mechanism of Internet platform transaction clearly reflects the intrinsic relationship between value determination and value realization,and better reflects the flexible feedback mechanism between market supply and demand and price,thus providing practical guidance for us to further explore the combination path of "invisible hand" and "visible hand".In other words,revealing the inherent mechanism and function of platform economy operation mechanism from both theoretical and empirical aspects has become a new topic to study the relationship between value determination and value realization under the background of the new scientific and technological revolution.On the basis of literature review and theoretical analysis,this paper establishes a two-sector product pricing model,and then carries out empirical research based on the data of major domestic e-commerce platforms,demonstrates the mechanism of two kinds of socially necessary labor time in product pricing.The research on the pricing mechanism of two kinds of social necessary labor time provides a new way to understand the relationship between market and government under the background of the new scientific and technological revolution.The failure of planned economy is mainly attributed to the imperfection of information transmission mechanism.Central decision-making authorities are unable to obtain all kinds of information needed for decision-making comprehensively,accurately and timely,especially market demand information.The rapid development of information technology has greatly improved people's ability to transmit,collect and organize information.Through massive data processing and information feedback mechanism,it has laid a technical foundation for commodity price prediction,regulation and comprehensive balance of supply and demand.The government and management can cooperate with the platform enterprises and play the role of information platform directly,so as to effectively correct market failure,promote the balance of supply and demand,make full use of market mechanism,improve the pertinence,scientificity and effectiveness of macro-control,and better play the role of the government while promoting the market to play a decisive role in resource allocation.