服务质量差异化条件下的双边市场定价策略研究

双边市场中的平台可以提供有质量差异的多种服务,原来的双边市场文献考虑了平台提供单种服务的定价策略等,本文研究了垄断和竞争情况下提供两种服务的平台的定价策略,研究发现垄断平台先提供高质量后提供低质量服务时高质量服务定价最高,并且平台利润相对于平台同时提供质量差异服务时要高。在一个提供高质量服务的平台和一个低质量服务的平台的竞争中,研究发现高服务质量平台倾向于提高服务质量,而在一定条件下低服务质量平台愿意将服务质量维持在一个比较低的水平上。本文接着研究了提供质量差异服务的在位平台和提供单种服务的进入平台的“在位进入”的情况,研究表明两边用户之间的网络外部性强度、服务质量参数在对于进入平台利润的影响中均存在拐点,在拐点两边对于平台利润的影响是相反的,用户中的高端和低端用户的比例对于进入平台选择何种质量标准的影响重大。

Strategy of Two-Sided Markets when Platforms Provides Services with Different Service Quality

Platform of two-sided markets can provide services with different quality,former literature only considers the situation which platform provides unique service,this article considers pricing and profits of platform which provides different quality services under monopoly and competing marketing structure and finds that price will be highest when monopoly platform provides high-quality service first then low-quality service and profit will be higher than monopoly platform provides low-quality service first and high-quality service at the same time.when a platform with high-quality service completes with a platform with low-quality service,high-quality platform tends to improve service quality,while low-quality platform would like to hold service quality at low level.Then the article investigates "incumbent-entry" competition,incumbent platform having high and low quality services and entry platform choosing only one kind of service,and finds that network externalities parameter between two groups of users and service quality parameter all affect profit of entry platform and have inflexion,the parameters at two sides of the inflexion have adverse influences over profit of entry platforms.Finally we find that the ration of high end and low end customer will influence which service quality the entry platform will selects.