关键词: 双边市场, 网络平台, 异业合作, 定价策略

Abstract: Taking the horizontal cooperation of network platforms as the background, this paper analyzed the effect of degree of differentiation of product and service, congestion effect and inter group network externality on the pricing strategy in the frame of Hotelling model, based on the assumption that the bilateral users are partly multi-homing and considering the prerequisite that horizontal cooperation can improve the users’ intrinsic benefit. The result suggested that when the inter group network externalities of bilateral users are different, with the enhancement of congestion effect or the improvement of differentiation of product and service, both the established platform and the new platform charge one side higher and another side lower transaction fees; when the inter group network externalities of bilateral users are equal, each platform charges bilateral users the same transaction fees which are only related to users’ intrinsic benefit and the amount of transaction. The research showed that the new network platforms shouldn’t use price war strategy to contend for markets which is usually used in the traditional two-sided markets, they’d better take an active part in horizontal cooperation to compete with the established platforms through high quality and good price of product and service.

Key words: two-sided markets, network platform, horizontal cooperation, pricing strategy