Research On The Business Model Of Open Access Bilateral Markets For Books

Academic books play an irreplaceable role in academic communication and dissemination.However,due to the small audience,high marginal cost and weak profitability of academic books,the academic book publishing industry is shrinking day by day.Publishers do not want to publish,bookstores do not want to sell,the phenomenon of high cost of readers to buy.The emergence of open access brings new vitality to academic books.Some foreign book publishers,university publishing houses and libraries are trying the commercial model of open access books.This paper chooses to study the open access of books through the bilateral market business model.Based on the theory of bilateral market,this paper establishes the market structure models of "supply side",intermediary "platform" and "demand side",models the monopolistic platform and oligopolistic competition platform respectively,and studies the pricing problem in the business model of open access bilateral market for books.In the analysis of monopoly pricing,the optimal pricing structure of the open access monopoly platform for books in bilateral market is obtained by analyzing how to establish the optimal pricing.In the analysis of oligopolistic competitive pricing,the author takes the traditional book publishing platform as the competitive object of the open access to books,and concludes that under certain conditions,the open access to books platform which implements the bilateral market business model can seize the market of the traditional book publishing platform and even form a monopoly market.In addition,this paper selects two representative practice platforms of open access to books: Ryan University Press and bookboon platform.The analysis results show that although the two platforms implement different pricing methods,their essential business models are the same,and both use the bilateral market business models to provide open access to books to expand the market At the same time,we use the cross network externalities of "supplier" and "demander" to bind customers on both sides,and finally gain profits by paying value-added / cost transfer(advertising mode).Finally,based on the model analysis and case analysis,the paper puts forward the competitive strategy optimization scheme and the development strategy optimization scheme,hoping to provide help for China to establish its own open access platform for books.