考虑消费者重复购买率的双电商平台竞争研究
首发时间:2019-01-15
摘要:基于双边市场理论,通过构建含有消费者回购率的平台企业竞争博弈模型,研究了在不同重复购水平下,平台最佳收益和定价策略。通过模型研究和数值分析发现:双平台市场中,复购水平对平台双边定价和网络外部性影响程度不同,竞争平台复购率对本平台定价影响更大。同时,本文还发现单边市场情况下,消费者地位增强,商家需要付出更多成本扩大自身复购水平。在此基础上,提出了竞争策略,以便为企业进行市场环境分析、制定战略决策提供参考。
For information in English, please click here
Research on the competition of dual e-commerce platforms considering the repeat purchase rate of consumers
Abstract:Based on the two-sided market theory, this paper studies the optimal return and pricing strategy of the platform under different repeat purchase levels by building the competitive game model of platform enterprises with consumer repurchase rate. Through model research and numerical analysis, it is found that in the dual platform market, the level of repeat purchase has different influence on the bilateral pricing and network externalities of the platform, and the rate of repeat purchase of the competitive platform has greater influence on the pricing of the platform. At the same time, this paper also found that in the case of unilateral market, the status of consumers is enhanced, and merchants need to pay more costs to expand their re-purchase level. On this basis, the competitive strategy is proposed to provide reference for the enterprise to analyze the market environment and make strategic decisions.
Keywords: two-sided platform competitive strategy repeat purchase rate
引用
No.****
动态公开评议
共计0人参与
勘误表
考虑消费者重复购买率的双电商平台竞争研究
评论
全部评论0/1000