【摘要】 互联网平台为了获得竞争优势,频繁提供增值服务。本研究在互联网平台双边用户均为部分多归属的情形下,建立双寡头竞争模型,分析厂商为消费者提供基础产品的前提下,互联网平台为双边用户提供增值服务对互联网平台用户规模、定价及平台利润的影响,并深入探讨增值效用、平台差异及组间网络外部性对平台定价策略的影响。研究发现当互联网平台为双边用户提供增值服务时,若平台差异较小,则可为平台带来用户规模优势,若差异适中,则可带来定价优势,若差异较大,则可带来利润优势。研究还表明,增值效用、平台差异及组间网络外部性对提供增值服务的平台及竞争平台产生的影响存在一定差异。更多还原

【Abstract】 Internet platforms frequently provide value-added services in order to gain a competitive advantage.This paper analyzes the effect of the value-added services on the pricing strategy in the two sided-market.Under the assumption of bilateral partial multi-homing users,considering the fact that the seller provides products for the buyer,the study establishes a bilateral user partial multi-homing duopoly competition model.Through the model,we can analyze the effect of enterprises providing value-added services on the market share,pricing and profits and further discuss what influences value-added utility,cross network externalities and platform differences have on the pricing strategy.This paper indicates that the enterprise providing value-added services can expand its market share when the platform difference is small,can charge more money when the difference is medium and can benefit more when the difference is large.Besides,the study also shows that value-added utility,cross network externalities and platform differences can have different influences on the platforms depending on whether they supply value-added services or not.更多还原