C2C Shopping Site Analysis Of The Pricing Strategy

In recent years, with the popularity of the Internet in China C2C shopping websites are booming._Although large-scale have accumulated the number of users, but still no one can achieve our profit C2C shopping site. The current academic study has been a lot of people profit model of C2C shopping site problems, but depth on the C2C shopping site analysis of pricing is almost no. After the author's review of the bilateral market theory and the study found, C2C shopping site is a platform for bilateral market characteristics, use of bilateral market theory and the pricing of C2C shopping site is suitable.First of all, Based on the general characteristics of different types of bilateral market research found that, C2C shopping websites not only have the trading platform of the bilateral market characteristics, and also have a media platform for bilateral market characteristics, is a multi-bilateral market.Second, this paper analyzes the framework of bilateral markets were expanded during the basis of a series of hypotheses, we obtain a monopoly on the market, C2C's optimal pricing model shopping site. The results show that users of the platform as buyers of other users on all sides there is a positive network externality, so subsidies to buyers shopping site pricing policy. Platform on each side of the user's pricing platform for customers with the elasticity of demand factors related to the greater elasticity of demand factors in the user, platform, lower their prices. For advertisers, the platform is always higher than the platform of services to charge the cost price, other users on the external impact of the larger advertisers, advertising fees charged by the higher platform.Finally, each of the two most typical shopping site eBay and Taobao C2C's charging a case study, found that its pricing model and the results of this study are consistent. But Taobao because the external market environment factors, the seller in the ordinary user pricing, but also to take a free strategy, which is affecting the profitability of a key factor.