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《山东大学学报(理学版)》 ›› 2023, Vol. 58 ›› Issue (11): 86-94, 103.doi: 10.6040/j.issn.1671-9352.0.2022.473

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考虑用户消极性预期的双边平台升级换代策略

桂云苗1(),李志远1,胡红春2,*()   

  1. 1. 安徽工程大学经济与管理学院, 安徽 芜湖 241000
    2. 中国烟草总公司职工进修学院，河南 郑州 450008
  • 收稿日期:2022-09-05 出版日期:2023-11-20 发布日期:2023-11-07
  • 通讯作者: 胡红春 E-mail:ymgui@ahpu.edu.cn;759150070@qq.com
  • 作者简介:桂云苗(1978—)，男，教授, 博士，研究方向为平台系统运营决策. E-mail: ymgui@ahpu.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(72071002);安徽省自然科学基金资助项目(2008085MG229);安徽省优秀科研创新资助项目(2022AH010061)

Bilateral platform upgrading strategy considering user negative expectation

Yunmiao GUI1(),Zhiyuan LI1,Hongchun HU2,*()   

  1. 1. School of Economics and Management, Anhui Polytechnic University, Wuhu 241000, Anhui, China
    2. Staff Development Institute of China National Tobacco Corporation, Zhengzhou 450008, Henan, China
  • Received:2022-09-05 Online:2023-11-20 Published:2023-11-07
  • Contact: Hongchun HU E-mail:ymgui@ahpu.edu.cn;759150070@qq.com

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摘要：

在考虑用户消极性预期、交叉网络外部性与平台质量对双边用户效用影响的基础上，建立共生换代和单品换代2种双边平台升级策略的动态博弈模型。研究发现，共生换代策略是双边平台的最优升级策略，先与卖方博弈是最优博弈时序，双边平台选择共生换代策略且先与卖方博弈是最优策略。2种升级策略下，新平台对买方的最优定价随着新平台质量的提高而增加，单品换代策略下，先与买方博弈时，新平台对卖家的最优定价随新平台质量的增大而减小，先与卖方博弈时，新平台对卖家的最优定价随新平台质量的提高而增加。双边用户间的交叉网络外部性对不同升级换代策略下平台双边用户的最优定价有正向和负向的影响。无论平台采取何种升级策略以及何种博弈时序，随新平台质量的提高和双边用户间交叉网络外部性的增大，平台最优利润都会增加。

关键词: 消极性预期, 双边平台, 升级换代策略, 动态博弈

Abstract:

Considering the influence of user negative expectation, cross-network externality and platform quality on the utility of bilateral users, a dynamic game model of two bilateral platform upgrading strategies established: dual rollover strategy and single rollover strategy. It is found that the dual rollover strategy is optimal upgrade strategy of the bilateral platform, the game with seller is the optimal game timing, and the bilateral platform chooses the dual rollover strategy and the game with seller is the optimal strategy. Under the two upgrade strategy, the new platform of the optimal pricing increases with the raise of the quality of the new platform. Under the single rollover strategy, when game with the buyer first, the new platform of the seller of the optimal price decreases with the increase of the new platform quality, when game with the seller first, the new platform of the optimal price of the seller increases with the increase of the new platform quality. The cross-network externality between bilateral users has a positive and negative impact on the optimal pricing of bilateral users on the platform under different upgrading strategies. No matter what upgrade strategy and the game timing the platform adopts, the improved quality of the new platform and the increase of the externality of the cross-network between bilateral users, the optimal profit of the platform will increase accordingly.

Key words: negative expectation, bilateral platform, upgrading strategy, dynamic game

中图分类号: 

  • F272

表1

变量说明"

变量 含义
αi 平台i(i=B, S)边用户之间的交叉网络外部性，且0 < αS < αB < 1
wU(wD) 单品(共生)换代策略下，卖方提供服务需要花费的成本
vU(vD) 单品(共生)换代策略下，买方对平台的偏好度
PiU(PiD) 单品(共生)换代策略下，新平台中i边用户的定价，
NiU(NiD) 单品(共生)换代策略下，新平台用户规模
uiU(uiD) 单品(共生)换代策略下，新平台i边用户的效用
πU(πD) 单品(共生)换代策略下，平台企业获得的总利润
PB 共生换代策略下，原平台中买方定价
NB 共生换代策略下，原平台买方规模
uB 共生换代策略下，原平台买方用户得到的效用
NiUe(NiDe) 单品(共生)换代策略下，新平台一边用户对另一边用户数量持有预期用户规模
NBe 共生换代策略下，平台卖方用户对买方用户数量持有预期用户规模

图1

单品换代下平台质量q对最优定价的影响"

图2

单品换代下平台质量q对最优利润的影响"

图3

共生换代下平台质量q对最优定价的影响"

图4

共生换代下平台质量q对最优利润的影响"

图5

单品换代下参数αB对最优定价的影响"

图6

单品换代下参数αB对最优利润的影响"

图7

共生换代下参数αB对最优定价的影响"

图8

共生换代下参数αB对最优利润的影响"

图9

单品换代下参数αS对最优定价的影响"

图10

单品换代下参数αS对最优利润的影响"

图11

共生换代下参数αS对最优定价的影响"

图12

共生换代下参数αS对最优利润的影响"

图13

平台质量q对最优利润的影响"

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