Research Of Pricing Strategy Of Online Group Buying Based On The Theory Of Two-sided Markets

Online group buying is a typical "Two-Sided market" characteristics of the industry, group buying website as buyers and business interaction platform, Different from the traditional market, online group buying links with both user market, Therefore, to have" two-sided market" characteristics of the group buying website, how to satisfy consumers and the needs of business, to develop the right bilateral price structure and pricing level becomes the group buying website operation enterprise must seriously consider the issue.Based on the two-sided market theory summary in this paper, combined with numerous domestic and foreign group purchase site collection and analysis, Then, according to the group purchase site of the bilateral market characteristics, construct the network group purchase pricing models, including model of monopoly pricing models under single ownership, bilateral users under the condition of competition model and bilateral user part multiple home under the conditions of the competition model, through calculation, solve the monopoly and competition pattern of the equilibrium pricing formula, discusses the key factor to affect the pricing, analyzing and summarizing.Then, this paper selects the professional group purchase site-Lashou as a case to carry on the descriptive analysis, introduces the Lashou pricing method and pricing strategy. Finally, the research conclusion and shortcomings were summarized, and pointed out the research direction in the future.