Study On Pricing Strategies Of Online Technology Market Based On The Theory Of Two-sided Markets

Online technology market is one of the specific forms of the technology market,but also the most direct and convenient means of promoting the transformation of scientific and technological achievements.The healthy and rapid development of the online technology market is definitely very important for the scientific and technological progress of the whole society.However,the situation that the current domestic online technology markets are mainly supportted by the government,has seriously hindered the pace of its progress.And to find a marketable way of the online technology market is imperative.Therefore,this paper studies the pricing strategy of online technology market with the theory of two-sided markets,to provide countermeasures and suggestions to the government or the online technology market operators.The main research work is as follows.Based on describing the relevant theory of the online technology market and the two-sided market,?the two-sided market characteristics? of the online technology market is discussed from the platform structure and the characteristics of the online technology market.At the same time,the profit models of both the domestic and international mainstream online technology markets are described,and summarized as seven kinds of modes,such as membership fee,transaction fee,two-part fee,value-added service fee,membership fee and value-added service fee,transaction fee and value-added service fee,two-part fee and value-added service fee.The first three modes are selected as the main research object,to lay the foundation for establishing the pricing model of the online technology market.Aimming at the whole process of the technology transaction in the online technology market,the pricing models of monopoly platform based on three kinds of different charging modes is established.And the price structure and platform profit are obtained under the condition of the maximum profit.Research shows that:(1)the government or the operators can adjust the network externality intensity between supplier and demander and the expected return of single technical demand side by means of the corresponding policies.Then adjust the platform's optimal pricing and optimal platform profit.(2)the zero or negative price should be allowanced.(3)there is no difference between the three modes of charging,under the condition of only considering the platform profit.Considering the situation that both supplier and demander are the single ownership,the pricing models of hottelling competitive platform of the online technology market is established under three kinds of charging modes.And the equilibrium price structure and platform profit is obtained under the condition of symmetric equilibrium of the two platforms.Research shows that:(1)government or operators can use policy means and provide differentiated services to adjust the network externality intensity between supplier and demander and the average transfer cost of both sides.And then adjust the equilibrium pricing and platform profit of online technology market.(2)only when the balance platform profit is taken into account,there is no difference between membership fee and transaction fee for online technology market.