One-side value-added service investment and pricing strategies for a two-sided platform
One-side value-added service investment and pricing strategies for a two-sided platform
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双边平台的单边增值服务投资及定价策略
DOI：
10.1080/00207543.2016.1148275
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发表时间：
2016-01-01
影响因子：
9.2
通讯作者：
Xu, Xiaoyan
中科院分区：
文献类型：
--
作者：
Dou, Guowei;He, Ping;Xu, Xiaoyan
为了扩大用户参与度，增加利润，双边平台可能会投资于为用户提供增值服务(VASS)。由于跨市场的网络外部性，一方的投资会影响双方用户的效用，从而影响平台的需求和利润。在本文中，我们研究了双边平台的单边VAS投资和定价策略。结果表明，当边际投资成本低于某一阈值时，最优投资水平为最大；当边际投资成本高于某一阈值时，最优投资水平为最小。我们发现，与没有投资的情况相比，被投资的用户端的定价总是更高，而未投资的用户端的定价可能更高，也可能更低，这取决于相互跨市场网络外部性的相对大小。如果投资后双方定价较高，则未投资用户侧的价格增量可能大于被投资用户侧的价格增量。
To widen user participation and increase profit, two-sided platforms may invest on value-added services ( VASs) for users. Due to the cross-market network externality, the investment for one side would affect the utility of users on two sides, thus affect the demand and profit of the platform. In this paper, we investigate one-side VAS investment and pricing strategies for a two-sided platform. It is revealed that it is optimal to invest at the maximum level for any marginal investing cost below a certain threshold, and to decrease the investment when the marginal investing cost increases above the threshold. We find that compared with the case of no investment, the invested user side will always be priced higher, while the uninvested user side may either be priced higher or lower, depending on the relative magnitude of mutual cross-market network externalities. If both sides are priced higher after the investment, the price increment for uninvested user side could be larger than that for invested user side.