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

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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
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