关键词: 平台补贴定价策略, 平台用户增速, 平台经济, 转移成本

Abstract: The accelerated evolution of digital platforms catalyzes profound transformations in production modalities, commercial protocols, and the distribution and refinement of industrial assets. This has contributed to successful platform-centric enterprises in the marketplace. Subsidies by e-commerce platforms have attracted attention nationwide.During an initial expansion of a platform, subsidy strategy generally promotes rapid growth, allowing the platform to quickly take the market share. Nevertheless, as the platform reaches maturation, it has raised a question regarding the sustainable advantage of a predatory subsidy approach. Drawing upon principles from economics and management studies, this article investigates the following questions: Firstly, does the magnitude of subsidy strategy profoundly influence the velocity of platform escalation? Secondly, amidst the mechanisms wherein subsidy strategy stimulates platform evolution, which mitigating variables could temper this progression? Thirdly, does the strategy of subsidy hold empirical merit? Fourthly, what determinants shape the sustainability of a subsidy strategy approach?
This research formulates a model encapsulating the dynamics of a monopolistic platform landscape, and carefully analyzes the sustainability of aggressive subsidy tactics. From an economic vantage point, this paper scrutinizes the selective pricing modalities embraced by platform-centric enterprises. By making a framework in a bilateral marketplace, including e-commerce infrastructures, vendors, and digital clientele, the investigation suggests, via model refinement and elucidation, the determinants modulating subsidy paradigms by online commerce establishments. This paper proposes a paradigm of a monopolistic platform marketplace to carefully examine the viability of subsidy stratagems. It scrutinizes the disparate pricing stratagems by platform enterprises through an economic lens. Within a monopolistic marketplace,considering a diminishing influx of new users, this paper quantitatively assesses the ramifications of subsidies including three scenarios: customary charges to users, inducements for newcomers, and the partial exodus of seasoned users. Our investigation suggests that the determinants, including the conversion metrics of user incentives, the cumulative expenditure in formulating user subsidy profiles, and the chronology of subsidies, influence the efficacy of the stratagem. The inquiry includes: Firstly, within a monopolistic market framework, the incentives increase with the rising conversion metrics of novice users. Secondly, a predatory inducement stratagem is embraced when the fiscal outlay for user profiling remains beneath a designated benchmark. Thirdly, predatory incentive stratagems predominantly operate on an early market phases, and their merits decrease over temporal progression. Grounded upon these findings, we proffer the subsequent suggestions: for government, emphasis should be placed on championing platform autonomy, and thwarting undue bureaucratic encroachments. Moreover, against the background of digitalized economy, oversight agencies must bolster their supervisory rigor to safeguard the rights of consumers. Pertaining to platform, perpetual vigilance towards market dynamics is imperative, acknowledging the latent prospects for market evolution, and maintaining profound cognizance of their incentive stratagem ramifications.

Key words: platform subsidy strategy, the growth rate of users, platform economy, transfer costs