JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2017, Vol. 52 ›› Issue (9): 83-91.doi: 10.6040/j.issn.1671-9352.0.2017.201

Previous Articles     Next Articles

Study on preannouncement strategies of new platforms with characteristics of two-sided market

GUI Yun-miao1, WU Zhong1, HU Hong-chun2*   

  1. 1. School of Management Engineering, Anhui Polytechnic University, Wuhu 241000, Anhui, China;
    2. Staff Development Institute of China National Tobacco Corporation, Zhengzhou 450008, Henan, China
  • Received:2017-04-27 Online:2017-09-20 Published:2017-09-15

Abstract: In order to improve market performance of new platforms’ preannouncement, the paper explores the problem on preannouncement strategies based on two-sided market and constructs formal strategy(F)and informal strategy(I)of new platform. By constructing a duopoly model with symmetrical product preannouncement strategies F-F, I-I and asymmetric F-I, the article analyses impacts of consumers and develops single-homing, consumers and develops multi-homing and consumers multi-homing and developers single-homing to platform competition. The result shows that while both of platforms adopt strategy F, if consumers and developers single-homing or consumers multi-homing and developers single-homing, a promoting on service level or a receding on cross-group network externalities can be beneficial to profit of platforms, if consumers and developers multi-homing, an enhancing on service level or cross-group network externalities can be beneficial to profit of platforms, while both of platforms adopt strategy I, the platform owning a larger installed base of developers gains more profit. In addition, whatever the homing consumers choose and whatever the strategy developers choose, strategy I always appears as the dominant strategy to both of platforms.

Key words: platform enterprise, two-side market, Hotelling model, preannouncement strategy, multi-homing

CLC Number: 

  • F272
[1] BAYUSB L, JAIN S AND RAO A G. Truth or consequences: an analysis of vaporware and new product announcements[J]. Journal of Marketing Research, 2001, 38(1): 3-13.
[2] HOMBURG C, BORNEMANN T, TOTZEK D. Preannouncing pioneering versus follower products: what should the message be?[J]. Journal of the Academy of Marketing Science, 2009, 37(3):310-327.
[3] SU M, RAO V R. New product preannouncement as a signaling strategy: an audience-specific review and analysis[J]. Journal of Product Innovation Management, 2010, 27(5):658-672.
[4] 龚艳萍, 黄凯, 张琴,等. 新产品预告的时间距离、消费者在线评论及其购买目标的关系研究[J]. 研究与发展管理, 2015, 27(4):36-44. GONG Yanping, HUANG Kai, ZHANG Qin, et al. An empirical study on the relations among temporal distance of new product preannouncements, online review and consumers' goals[J]. R&D MANAGEMENT, 2015, 27(4):36-44.
[5] CAILLAUD B, JULLIEN B. Chicken and egg: competition among intermediation service providers[J]. Rand Journal of Economics, 2003, 34(2):309-28.
[6] ROCHET J, TIROLE J. Platform competition in two-sided markets[J]. Journal of the European Economic Association, 2003, 1(4): 990-1029.
[7] 曹俊浩. 基于双边市场理论的B2B平台运行策略及其演化研究[D]. 上海:上海交通大学, 2010. CAO Junhao. On operation strategies and evolution of B2B platform based on the theory of two-sided markets[D]. Shanghai: Shanghai Jiao Tong University, 2010.
[8] 陈洋, 薛君, 王允楠,等. 基于双边市场的B2C团购平台竞争策略分析[J]. 西安邮电大学学报, 2013, 18(4):85-88. CHEN Yang, XUE Jun, WANG Yunnan, et al. Analysis on competitive strategies of B2C group-buying platforms based on two-sided market theory[J].Jounal of Xian University Post and Telecommunications, 2013, 18(4):85-88.
[9] 董维刚, 许玉海, 浮红芬. 多归属情形下产业间平台合作的经济效应[J]. 运筹与管理, 2013(5):209-216. DONG Weigang, XU Yuhai, FU Hongfen. Economic effects of inter-industry platform cooperation with consumer multi-homing[J]. Operations Research and Management Science, 2013(5):209-216.
[10] CHELLAPPA R K, MUKHERJEE R. Platform preannouncement strategies: a duopoly of two-sided markets[EB/OL]. [2015-10-1].
[11] 陈宏民, 胥莉. 双边市场:企业竞争环境的新视角[M]. 上海: 上海人民出版社, 2007.
No related articles found!
Full text



No Suggested Reading articles found!