基于双边市场理论的云制造平台定价策略

基于双边市场理论,分析了垄断的云制造平台在收取会员费和交易费模式下的最优定价策略,并利用数值仿真分析了两种收费模式下平台最优利润的差异。结果表明:两种模式下的单边最优定价均与缴费方的自网络外部性系数和免费方的交叉网络外部性系数负相关,与免费方用户数量正相关,双边最优定价受各参数影响方向取决于供需方各参数的相对大小;单边定价对象为用户数量相对较多一方,平台两边用户数量相对平衡时,单边最优定价等于双边最优定价,双边定价时的平台最优利润高于单边定价;最优定价策略由平台内交易次数决定,交易次数较多时双边收取交易费模式更优,交易次数较少时双边收取会员费更优,交易次数临界值取决于平台内网络效应和用户数量。

Pricing strategy of cloud manufacturing platform based on two-sided market theory

Based on the theory of two-sided market,the optimal pricing strategy of monopoly cloud manufacturing platform under the mode of charging membership fees and transaction fees was analyzed,and the numerical simulation was used to analyze the difference of platform optimal profit under two charging modes.The results showed that the unilateral optimal pricing was negative correlated with payer s self-network externality coefficient and free party s cross-network externality coefficient and was positive correlated with the number of free-party users,and bilateral optimal pricing was affected by the relative size of each parameter.The object of unilateral pricing was the party with a relatively large number of users.When the number of users on both sides was relatively balanced,bilateral optimal pricing was equal to unilateral optimal pricing,and the optimal profit of platform was higher than unilateral pricing.The optimal pricing strategy was determined by transactions number within the platform.When the transactions number was large,the bilateral transaction fee mode was better.Otherwise,the bilateral membership fee was better.The threshold for the number of transactions depended on the network effect and number of users in the platform.