Research On Pricing Strategy Of Internet Medical Platform Based On Bilateral Market Theory

Internet Medical refers to the general name of a new medical and health service format formed by the deep integration of the Internet as the carrier,information technology as the means and traditional medical and health services.The internet medical platform is a platform enterprise that connects doctors who provide Internet medical and health services and users with medical and health needs,provides bilateral user interactive matching service functions,improves interactive matching efficiency and optimizes the allocation of high-quality medical resources.With the rapid development of the new generation of information technology,wearable sensor devices and the continuous release of application practices and a series of favorable policies,the internet medical platform has ushered in explosive growth and development.However,with the development and penetration of the first and second tier markets gradually saturated,the development of internet medical platform has entered a bottleneck.First,in order to seek transformation and development,some platform enterprises decided to develop the sinking market and seek new users and profit growth points by investing in the layout of offline outpatient services and accessing local medical insurance payments.However,how to make optimal decisions in major investment costs,users and profits has become a difficult problem in the development of platform decision-making.Second,more and more leading enterprises in other industries have joined the competition in the internet medical market due to the consideration of format layout and traffic entrance competition,and the differentiated competition between platforms is fierce.In view of the practical problems encountered in the development of the sinking market of the internet medical platform,this paper fully considers the sensitivity of users’ online diagnosis and treatment service quality,the cost perception coefficient of doctors’ online diagnosis and treatment service,the network externalities between doctors,the user conversion rate of platform medical e-commerce and insurance consignment,as well as the impact of investing in the layout of offline outpatient services and accessing medical insurance payment on the pricing decision of the platform,and constructs the platform pricing model under the monopoly market,The optimal pricing decision of the platform to bilateral users and the optimal scale and profit of the platform are obtained.It is found that the pricing decision of the platform for users will improve with the increase of users’ sensitivity to the quality of online diagnosis and treatment service;The pricing decision of the platform for doctors will decrease with the increase of doctors’ cost perception coefficient;The higher the network externality between physician groups,the lower the subsidy of the platform to physicians and the lower the pricing decision for users;The pricing decision of the platform for users decreases with the improvement of the conversion rate of pharmaceutical e-commerce and insurance consignment users,but the pricing for doctors increases;Investment in offline outpatient service layout and access to medical insurance payment will significantly improve the user scale and profit of the platform in the monopoly market.According to the above research findings,the corresponding management suggestions are put forward at the same time.In view of the practical problems of cross-border platform differentiated competition in the internet medical market,this paper fully considers the impact of service quality differences between platforms,the proportion of users belonging to multiple behaviors,the proportion of cross-border platform user base and conversion costs on platform pricing decisions,and constructs a platform pricing model under the competitive market,The optimal pricing decision of the differentiated platform for bilateral users,the equilibrium scale of the platform and the equilibrium market profit distribution are obtained.It is found that the market share of crossborder platforms with basic user advantages in the duopoly market increases with the improvement of service quality;In order to cultivate user loyalty and stickiness,platform enterprises usually formulate multi generic behaviors to suppress users at high prices,and encourage doctors to continuously produce high-quality medical and health services through subsidies;With the improvement of the user base advantages of cross-border platforms,the pricing advantages and profit distribution advantages of cross-border platforms in the internet medical market will also expand.In view of the above research findings,this paper also puts forward corresponding management suggestions.