双边网络环境下的网络团购定价策略研究

中国管理科学 ›› 2013, Vol. 21 ›› Issue (3): 185-192.

• 论文 • 上一篇

双边网络环境下的网络团购定价策略研究

唐方成, 池坤鹏

北京交通大学经济管理学院, 北京 10044

收稿日期:2012-07-03 修回日期:2013-04-09 出版日期:2013-06-30 发布日期:2013-06-20
基金资助:
国家自然科学基金资助项目(71072028);中央高校基本科研业务费项目(2011JBM034)

Research on Pricing Strategy of Online Group Buying in Two-sided Network

TANG Fang-cheng, CHI Kun-peng

School of Economics Management, Beijing Jiaotong University, Beijing 100044, China

Received:2012-07-03 Revised:2013-04-09 Online:2013-06-30 Published:2013-06-20

摘要/Abstract

摘要： 网络团购是一种典型的具有双边市场特征的商业模式,如何满足消费者和商户的需求,合理制定双边价格结构和定价水平已成为团购网站运营企业面临的挑战性问题。本文应用双边市场理论,构建了网络团购双边客户多归属条件下的定价模型,分析了垄断模式和竞争均衡状态下的定价机制,并讨论了网站固定成本、搜索匹配度、服务差异化程度以及交叉网络效应等关键因素变化对网络团购平台企业定价策略的影响。最后,通过拉手网的案例分析佐证了文中提出的定价机制与策略。

关键词: 网络团购, 双边市场, 定价策略, 网络效应

Abstract: Online group buying is a business model characterized with two-sided market. The challenging problems that group buying firms face are how to meet the needs of consumers and suppliers and how to develop the right bilateral price structure and pricing level. According to the nature of two-sided markets group purchase site, this paper constructs the pricing models by considering multi-homing of consumers and suppliers. Furthermore, the pricing models under the monopoly pattern and competition equilibrium are presented. This study investigates the effect of some key factors of platform fixed cost, search matching, degree of service differentiation and cross-group network effects change on pricing mechanism. Finally, a case study of Lashou is employed to test the proposed pricing mechanism and tactics.

Key words: online group buying, two-sided market, pricing strategy, network effect

中图分类号:

F272.3
F49

唐方成, 池坤鹏. 双边网络环境下的网络团购定价策略研究[J]. 中国管理科学, 2013, 21(3): 185-192.

TANG Fang-cheng, CHI Kun-peng. Research on Pricing Strategy of Online Group Buying in Two-sided Network[J]. Chinese Journal of Management Science, 2013, 21(3): 185-192.

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双边网络环境下的网络团购定价策略研究

Research on Pricing Strategy of Online Group Buying in Two-sided Network

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