Pricing Strategy of Financial Super-market Based on Two-sided Markets

Operations Research and Management Science ›› 2014, Vol. 23 ›› Issue (3): 157-162.

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Pricing Strategy of Financial Super-market Based on Two-sided Markets

WANG Lei^1,2, LI Yi-jun¹, ZHANG Kai³

1. School of Economics and Management, Harbin Institute of Technology, Harbin 150001, China;
2. General Office of Heilongjiang Provincial People's Government, Harbin 150001, China;
3. School of Economics and Business Administration, Shanxi University, Taiyuan 030006, China

Received:2012-06-26 Online:2014-03-25

基于双边市场理论的金融超市竞争定价策略研究

王镭^1,2, 李一军¹, 张凯³

1.哈尔滨工业大学经济与管理学院,黑龙江哈尔滨 150001;
2.黑龙江省人民政府办公厅,黑龙江哈尔滨 150001;
3.山西大学经济与工商管理学院,山西太原 030006

作者简介:王镭,男,哈尔滨人,在站博士后,研究方向:电子商务,服务外包。
基金资助:
黑龙江省自然科学基金资助项目(G201414)

Abstract

Abstract: Based on two-sided market, this paper analyzs the pricing competition strategies of financial super-market under the case of duopoly, and is mainly focused on the price discrimination strategies. The paper builds price discrimination model by which the discriminatory criteria are transaction times on the platform, and analyzes equilibrium price, equilibrium profit and market shares in two different cases: financial super-market pursues long term maximum profit or short term maximum one. Then we draw the conclusion that price discrimination is good for financial super-markets' short term profit maximization but not short term or long term profit. So the paper suggests financial super-markets should take the strategies of price discrimination in development stage and maturation stage appropriately,and be within a certain period of time and transactions, so as to get more profit.

Key words: two-sided markets, financial super-market, pricing strategy, duopoly platform

摘要： 基于双边市场理论,重点分析金融超市在双寡头垄断情形下的竞争定价策略。即在在一般定价模型的基础上,构建起加入金融超市双边用户交易次数为歧视标准的价格歧视竞争模型。并且围绕金融超市追求长期利益和短期利益两种不同动机,对采取该策略均衡时最终用户的均衡进入价格、金融超市利润和市场份额进行比较分析。最后,给出金融超市实施价格歧视策略的对策和建议。

关键词: 双边市场, 金融超市, 定价策略, 双寡头平台

CLC Number:

F832.5

WANG Lei, LI Yi-jun, ZHANG Kai. Pricing Strategy of Financial Super-market Based on Two-sided Markets[J]. Operations Research and Management Science, 2014, 23(3): 157-162.

王镭, 李一军, 张凯. 基于双边市场理论的金融超市竞争定价策略研究[J]. 运筹与管理, 2014, 23(3): 157-162.

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Pricing Strategy of Financial Super-market Based on Two-sided Markets

基于双边市场理论的金融超市竞争定价策略研究

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