Study on the Influencing Factors of Pricing of Platform Enterprise: Taking Bank Card as an Example

doi:10.12005/orms.2021.0136

Abstract

Abstract: Based on the two-sided market theory, this paper constructs the pricing mode and regression equation of the platform enterprise, and uses the actual operating data of 14 commercial banks in China from 2001 to 2017 to test the model and equation. The results show that the main factors influencing the price decision of the platform on the buyer’s side are the cost of the product or service provided to the consumer (buyer), the price elasticity of demand on the buyer’s side, the degree of differentiation of the product (service), and the number of relative party (merchant) access to the platform. And the main factors of the seller’s price decision are the network external strength, the price elasticity strength and market share on this side.

摘要： 本文运用双边市场理论,构建了平台型企业的定价模型及回归方程,并运用国内14家商业银行2001~2017年的实际运营数据,对构建的模型和方程进行了实证检验。研究结论表明,平台对买方价格决定的主要影响因素有:平台向消费者(买方)提供产品或服务的成本、买方边的需求价格弹性,产品(服务)差异化程度,以及相对方(商户)接入平台的数量;而平台对卖方价格决定的主要影响因素有:卖方给买方产生的网络外部性强度,卖方边的需求价格弹性,以及市场份额。

关键词: 双边市场, 平台型企业, 定价影响因素

CLC Number:

F270.7

WANG Na. Study on the Influencing Factors of Pricing of Platform Enterprise: Taking Bank Card as an Example[J]. Operations Research and Management Science, 2021, 30(4): 232-239.

王娜. 平台型企业定价影响因素研究:以银行卡为例[J]. 运筹与管理, 2021, 30(4): 232-239.

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