Journal of Management Sciences in China
1672-0334
2021
24
3
18
31
article
垄断双边平台的价格策略和数量策略设计问题
Price strategy and network-size allocation strategy in monopoly two-sided platform
考虑垂直差异化下双边参与者的选择行为，利用无穷维多类别用户均衡分析方法建立了垄断双边平台企业的价格策略和数量策略的 MPEC模型.其中，着重研究价格策略中双边平台市场均衡的多重性问题，利用供应曲线和需求曲线综合分析用户均衡多重解的几何特征及价格可行集合.针对非零用户均衡多重性的问题，本文还讨论了乐观和悲观两种用户均衡预期下的最优价格策略设计方法及平台最优数量策略，并发现了最优乐观价格策略和最优数量策略的对偶性.为更好结合平台实际运营，本文考虑平台具有一定的初始用户规模，研究了双边平台用户均衡定点问题的用户规模轨迹迭代方程的极限解，进而获得给定用户规模的平台最优价格策略，为平台企业提供定价决策参考.
This paper establishes an MPEC model by using infinitely many differentiated classes of customers equilibrium method to analyze price strategy and network-size allocation strategy for a two-sided monopoly platform taking into account the choice behaviour of vertical differential two-sided users. Considering the multiple market equilibria problem, suply curve and demand curve are applied to analyzing the geometric features and feasible region of the multiple equilibria. The optimal price strategies are derived under both optimistic and pesimistic preferences for the multiple equilibria problem. The optimal network-size allocation strategies are also derived under these two preferences and the duality for optimistic price strategy and network-size allocation strategy is evidenced. In order to provide helpful suggestions and references for platform companies, assuming an initial network-size, the limit solution of the network-size trajectory iterative equation for solving equilibrium fixed-point problem of two-sided platform users is studied, and the optimal price strategies for a given network sizes are obtained.
双边市场;垂直差异化;价格策略;数量策略;多重用户均衡
two-sided market; vertical differentiation; price strategy; allocation strategy; multiple user equilibria
陈斐然,朱道立
jmsc/article/abstract/20210302