基于雙邊市場理論的企業(yè)定價策略研究.pdf

1、湘潭大學碩士學位論文基于雙邊市場理論的企業(yè)定價策略研究姓名：周紅光申請學位級別：碩士專業(yè)：產(chǎn)業(yè)經(jīng)濟學指導教師：陳赤平20080505II ABSTRACT Two-sided markets theory is the theory of industrial organization to the Western area of the rise of a new research project, with its main cro

2、ss-external consumption of different groups through the trading platform of economic behavior. The two-sided markets characteristics of the enterprises, is no longer business as a class from the supply side and a class o

3、f users as demand-side posed by the unilateral markets, but by a class of business can be a platform for business operators to offer services platform, or both many types of users to exchange platform of bilateral or mul

4、tilateral markets. The two-sided markets covers a very broad, including not only search engine, Web TV, e-commerce, and so on new industries, and by dating, academic journals and so on the traditional industries. Pricing

5、 of the two-sided markets is the core of theoretical research, for consumers, are from products and services in the effectiveness and expenditure (the pricing of main part) to weigh, pricing will directly affect the cons

6、umer products and platforms service and the choice of consumer consumption .For the platform, it is different from the two-sided markets pricing strategy and the unilateral market. And fully competitive market of margina

7、l cost pricing, completely monopolize the market marginal revenue equal to marginal cost pricing principle different, the optimal two-sided markets prices and marginal cost is disproportionate, while the price may even b

8、e below their marginal costs, such pricing platform strategy to meet the requirements of maximizing profits, but does not belong to predatory pricing. This article closely the two-sided markets pricing strategy of this c

9、ore issue, combing through previous studies, first expounded the basic content of the two-sided markets, classification and market structure, and so on, and summed up the previous research deficiencies. Then discussed th

10、e evolution of the two-sided markets theory, including t the theoretical basis for the existing conditions. Then discussed the analyses of the two-sided markets in different platforms asymmetrical pricing strategies. Fin

11、ally, the analyses of the Two-sided markets pricing behavior and its impact factor, which is also part of the two-sided markets prices of different ways and its distinction between the way the price conditions, and Two-s