【作者】 李丹；

【导师】 朱正萱；

【作者基本信息】 南京理工大学 ， 产业经济学， 2015， 硕士

【摘要】 双边市场理论现已成为产业经济学与企业管理学研究的前沿和热点课题之一,其为产业组织理论增加了新的研究视角,即从传统意义上单个厂商的组织、行为、绩效研究向商业生态系统内部间各参与者的相互影响研究转变。基于双边市场理论来研究相关产业的定价、利润及社会福利问题,将会对许多传统产业组织理论观点做出修正与补充,对未来企业的经营行为、竞争策略都会产生深远的影响。一方面,社区服务平台作为中国社区信息化建设的一部分,具有公益性特点；另一方面,作为社区服务产业化过程的重要节点,社区服务平台承担着引入市场机制的角色。本文主要研究“政府指导、市场化运作”下的社区服务平台,基于双边市场理论,结合社区服务平台的产业特点,对市场化运作的社区服务平台定价机制进行了理论研究。通过对平台发展阶段进行双边用户召集阶段与双边用户利益平衡阶段两个阶段的划分,结合每个阶段的发展特征与收费模式的选择,推导出平台的定价模型,讨论了组间网络外部性、组内网络外部性及平台搜索匹配度对平台定价的影响,并通过价格歧视模型的建立,探索出一种实现平台各参与方共赢的有效途径。本文得出的主要结论有：定位于社会总福利最优的社区服务平台是对政府财政的一个重要负担,这不利于平台的长期发展,从另一个角度这也验证了市场化运作是社区服务平台持续运营的有效保证；组间网络外部性、用户规模及平台实现双边用户交易的成本是影响平台定价的三个重要因素；社区服务平台依据不同服务供应商的需求价格弹性做出异质化处理、采取价格歧视策略,可以实现平台利润与社会总福利的共同增长。更多还原

【Abstract】 Two-sided market theory has become one of the forefronts and hot topics of industrial economics and enterprise management. It adds a new research perspective to industrial organization theory, that is, in the traditional sense from the study of a single firm’s organization, behavior, performance into the study of internal interaction among participants of commercial ecosystem. To study some issues about pricing, profit and social welfare in some related industries based on two-sided market theory will make corrections and supplements to many of the traditional industrial organization theory viewpoints, which may have a profound impact on the business practices and competitive strategies.As a part of Chinese community informatization construction, community service platform (CSP) has the characteristic of public welfare. On the other hand, as an important node in the process of industrialization of community service, CSP undertakes the mission of introducing marketable mechanism. This paper studies the CSP which is supported by the government and operated under the market forces, and explores the pricing issues of CSP from the perspective of economics, based on the theory of two-sided markets. Firstly, we divide the developmental stage into two phases:the assembling stage and the interest balancing stage. Then we deduce the pricing model according to the characteristic of each phase and the charging mode. Secondly, we discuss the impact of indirect network externalities, direct network externalities and search matching degree on the pricing of the CSP. Lastly, we establish a price discrimination model, expecting to explore a win-win situation.Our research shows that pricing with the purpose of optimal social welfare will produce a serious financial burden, which is not conducive to the long-term development of CSP. On the contrary, market-oriented operation is a valid guarantee for the continuing evolution of CSP; Indirect network externalities, user scale and the fixed cost for realizing the trading among users of both sides are three critical factors that affect the pricing of a platform; As an innovation of operating mechanism, CSP does user heterogeneous processing according to the price elasticity of demand of different service providers and takes the price discrimination strategy, which is beneficial for both profit maximization and social welfare optimization.更多还原