JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2023, Vol. 58 ›› Issue (11): 86-94, 103.doi: 10.6040/j.issn.1671-9352.0.2022.473

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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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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

CLC Number: 

  • F272

Table 1

Variables"

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

Fig.1

Influence of q on the optimal pricing under SRS"

Fig.2

Influence of q on the optimal profit under SRS"

Fig.3

Influence of q on the optimal pricing under DRS"

Fig.4

Influence of q on the optimal profit under DRS"

Fig.5

Influence of the αB on the optimal pricing under SRS"

Fig.6

Influence of αB on the optimal profit under SRS"

Fig.7

Influence of αB on the optimal pricing under DRS"

Fig.8

Influence of αB on the optimal profit under DRS"

Fig.9

Influence of αS on the optimal pricing under SRS"

Fig.10

Influence of αS on the optimal profit under SRS"

Fig.11

Influence of αS on the optimal pricing under DRS"

Fig.12

Influence of the αS on the optimal profit under DRS"

Fig.13

Influence of platform quality q on the optimal profit"

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