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网络团购具有典型的双边市场特征,如何制定合理的定价策略和运行机制来满足消费者和商家需求已经成为团购网站面临的最大问题。本文主要应用双边市场理论,基于网络团购双边用户接入平台方式的不同构建了两个定价模型,探讨差异化程度、成本、网络外部性、多归属比例等因素对网络团购平台定价策略和平台利润最大化目标的影响。接着,以美团网为例,尝试性地讨论网络团购的运行机制。最后提出,美团网从“幸存者”跨越为“通吃者”的未来发展之路。
Network buy has a typical bilateral market characteristics, how to develop a reasonable pricing strategy and operating mechanism to meet the needs of consumers and businesses has become the biggest problem facing Group buy site. This paper mainly applies the theory of bilateral market and builds two pricing models based on the different ways of network users to access the platform. It discusses the factors of differentiation degree, cost, network externality, Maximize the impact of the goal. Then, taking the US group network as an example, try to discuss the operation mechanism of the network group purchase. Finally, the United States Mission Network from the “Survivor ” across to “gamblers ” future development.