Research On The Competition Model Of Real Estate Network Platform With Multi-homing

People's daily life has been deeply penetrated by the Internet.As one of the pillar industries,real estate has upgraded to platforms through the Internet.However,real estate network platforms are seriously homogenized and users in platforms are multi-homing commonly,which aggravate the competition of real estate network platforms.There is no research focus on real estate network platforms and therir users' economic behaviours by two-sided market theory,and no guidance for the competition of real estate network platforms under the new market structure.As a result,this paper is to explore the competition model and competition strategy of real estate platform with multi-homing by analysing the two-sided market characteristics and market structure of the real estate network platform based on the two-sided market theory and Hotelling model.(1)Literature review,research ideas and technical routes.This paper analyses extant liternatures and recent directions of real estate network platform competition based on detailed literature review.The gaps of current research are pointed out.Then,this paper makes clear the research objectives,chooses appropriate research methods,and designs research ideas.(2)Theory and method elaboration.Through the literature review,the definition and market structure of two-sided market are clarified,and the theoretical overview and application of research on multi-homing and platform competition are expounded respectively,which lays a theoretical foundation for the construction of the competition model subsequently.(3)Analysis of the connation of real estate network platform.The definition of real estate network platform and the scope of the real estate network platform are clearly defined.Two characteristics of the real estate network platform are clarified,the first one is features of network platform(relying on the Internet,independent third-party,platform operation)and the second characteristic is feature of two-sided market(demand complementarity,cross network externality,non-neutral price structure).Then,according to the two-sided market structure of real estate network platform,the real estate network platform is divided into three types of two-sided market:single-homing in two sides;multi-homing in one side and multi-homing in two sides,which lays a foundation for the classification and analysis of the competition model of the real estate network platform.(4)Construction and analysis of the competition model of real estate network platform.Based on the Hotelling model,combined with the characteristics of real estate network platform,a platform competition model is built under three users' behaviour conditions.This paper compares and analyzes the equilibrium pricing,market share,income and its influencing factors under three types of users' behaviour and puts forward four competitive strategies.They are: realizing the product difference to obtain higher price;selecting segment matket carefully to avoid fierce competition;adoptting inclined pricing to design reasonable price structure;grasping user preferences to enhance the viscosity of users;reaching critical user scale quickly to form positive feedback effect.(5)Empirical analysis.A case study is conducted on the competition between Fang and Anjuke.Based on the case data,the characteristics of the network platform and the two-sided market are analyzed.After analysing users' behaviour and two-market structure in different periods,different conclusions of the model are choosed as the guidance of the choice of competitive strategies under different situations in different periods.Moreover,the correctness of the conclusion is verified by the actual market reaction and competition results of Fang and Anjuke.