Research On Price Formation Mechanism Of Cloud Manufacturing Platform Based On Two-sided Markets

The global economic downturn has brought severe challenges to the development of the manufacturing industry.Accelerating the construction of a strong manufacturing country requires innovative manufacturing development methods.The use of cloud manufacturing platforms to achieve on-demand manufacturing and services is one of the new development directions of manufacturing transformation.The key to achieving the implementation of cloud manufacturing models and accelerating the marketization process of cloud manufacturing platforms is to formulate reasonable price mechanisms.This paper considers the operation mechanism and profit model of the platform,analyzes the multi-agent price strategy under different profit models in the two-sided markets,to explore the price formation mechanism of the cloud manufacturing platform.The main research contents are as follows:Firstly,the operating mechanism and profit model of the cloud manufacturing platform were analyzed.The structure,functions and typical characteristics of the cloud manufacturing platform were sorted out,the price structure of the platform when providing services and participating in transactions was analyzed.Secondly,the price strategy for services provided by the platform was analyzed based on the two-sided markets.Considered the self-network and cross-network effects of the cloud manufacturing platform,distinguished between the membership and transaction commission fee models,the revenue function was established to analyze the optimal pricing strategy for unilateral and bilateral pricing of the platform,and the effects of parameters of RSP(resource service provider)and RSD(resource service demand side)on the optimal profit of the platform are analyzed by numerical simulation.The results show that the platform charging model depends on the number of transactions within the platform,unilateral optimal pricing is negatively correlated with the payer's self-network externality coefficient and the free party's cross-network externality coefficient,and is positively correlated with the number of free-party users,the direction of bilateral optimal pricing affected by each parameter depends on the relative size of each parameter of the RSP and RSD,and the optimal profit of the platform in bilateral pricing is always higher than in unilateral pricing.Thirdly,the trading price strategy of the platform was analyzed.Considered the transaction process between the platform and RSP and RSD,according to the results of the game between Agent(platform operator)and RSP and RSD,a three-party evolutionary game model was established to solve the transaction conclusion mechanism.Then,pricing evolution game of RSP,the bargaining game of RSD and Agent was established,established the correlation between pricing and the bargaining process by introducing the RSP pricing strategy into the bargaining model,and the trading price strategy of the platform was solved.The results show that the trading price is positively related to the RSP pricing,and is affected by the agent 's position in the bargaining.When it is in an advantageous position,it can appropriately increase the bid to obtain greater profits,otherwise decrease the bid to complete the transaction as soon as possibleto to reduce the losses caused by bargaining.Finally,the price formation mechanism of the cloud manufacturing platform was sorted out from three aspects: value dominance,market regulation and government regulation.The cloud manufacturing platform should choose the appropriate profit model according to its own development situation,innovating the combination of resources and services to increase the value of the product,considering the impact of supply-demand relationship and the competitive environment,and make full use of government support policies to formulate a reasonable platform price mechanism.