Study On The Pricing Strategy Of O2O Platform For Take-out In China From The Perspective Of Bilateral Market Theory

The vigorous development of Internet technology and the large-scale popularization of mobile devices promote the emergence of O2 O platform.As a new form of organization,o2 o platform business model,once introduced into China,quickly attracted the attention of all walks of life,the O2 O platform for take-out came into being in this context.O2 O platform for take-out is a new Internet platform,it has typical two-sided market attributes.After going through a hundred schools of thought contend and a fierce subsidy war,at present,China's takeout market has formed a relatively stable duopoly competition pattern represented by Eleme and Meituan takeout.Under the research background of two-sided market theory,based on Armstrong model and Hotelling model,this paper constructs the O2 O platform pricing model under monopoly and duopoly competition.Through the derivation and solution of the models,the optimal pricing strategy of O2 O platform for take-out to two sides users under two different market structures is obtained.In the duopoly competition model,this paper also introduces different variables on the user's attribution behavior and platform service quality,the influence of different variables on the pricing model of the take-out O2 O platform with duopoly competition is discussed.In addition,this paper makes a comparative analysis of the derived results of the pricing models under the two ownership structures,then we get the impact of user's attribution behavior on the pricing strategy,maximum profit and user scale of the platform.The results show that under the conditions of monopoly market and duopoly competition market,the pricing strategy of O2 O platform for take-out is mainly influenced by the indirect network effect,direct network effect,service cost of the platform,price elasticity of users' demand,users' attribution behavior and the difference of service quality of the platform.First,due to the differences of network effects,attribution behavior and price elasticity of demand,the platform will adopt a tilt pricing strategy for two sides' users.Secondly,because of the partial multi-attribution behavior of users will weaken the pricing of the platform,the platform will have the intrinsic motivation to destroy the partial multiattribution of users.Finally,the difference of service cost and service quality of the platform will improve the pricing of the platform.In order to obtain the maximum profit,the platform has the trend of reducing cost and improving platform difference.Based on the analysis of mathematical model,this paper analyzes the typical O2 O platform of take-out in China—Meituan takeout.Based on the development of Meituan take-out platform,this paper analyzes the pricing strategy of Meituan take-out platform.Combining with the results of the take-out O2 O platform pricing models under the duopoly competition,some feasible suggestions are put forward for the pricing strategy and future development of Meituan take-out platform.Finally,the paper puts forward the limitations of this study and the prospect of the future research direction,hoping that the future research can provide more effective policy suggestions for the O2 O platform of take-out,and promote the iterative progress of the takeout industry.