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### 用户规模、市场结构与平台定价

• 出版日期:2019-12-25 发布日期:2020-12-28

### User Scale, Market Structure and Platform Pricing

Yan Zhixiong & Tang Zhenwu

• Online:2019-12-25 Published:2020-12-28

Abstract: Throughout the development of platform enterprises in the era of Internet new economy, they have generally experienced the stage of customer acquisition by "burning money" and the stage of profit with a large number of users. The existing classic literature studies the user pricing problem of bilateral platforms under the static analysis framework. However, the "burning money" behavior of platform enterprises and the dynamic changes of pricing at different stages still lack indepth theoretical research. Therefore, this paper constructs a two-stage model of "acquisition+profit" to analyze the dynamic pricing of platform enterprises. It proves that in the stage of customer acquisition, if the network externalities of scale growth of platform users under the complete monopoly or the network externalities of the relative scale growth of platform users under the oligopoly are larger, then the preferential degree of platform enterprises will be greater in this stage. Furthermore, this paper extends the exogenous twostage model to the endogenous infinite stage model, and studies the market evolution of platform development and competition. It proves that under the condition of complete monopoly, with the increase of network externalities coefficients of buyers and sellers, the market share of platform enterprises in the infinite stage increases until they have the whole market. In the case of duopoly, if the network externalities coefficient of buyers and sellers is large enough or the network externalities of the relative scale of initial users between platforms are large enough, the platform enterprises with larger initial users can realize "winner-takes-all". If the quality preference of buyer and seller users is large enough, the two platforms will eventually share the market equally.