Research On Pricing Of Social E-commerce Platform Based On Bilateral Market Theory

Social e-commerce is a derivative form of e-commerce.It depends on the interpersonal network to share and spread.Now it has developed into a mature period.Social e-commerce platform is a typical bilateral market.It has both business and social attributes.It is an intermediary platform connects consumers and businesses,gives play to the demand complementarity function of the bilateral market,and provides technical support for transaction needs for bilateral users.In the period of e-commerce development with obtaining traffic as the core,if the social e-commerce platform wants long-term stable development,it is extremely dependent on the quantity and scale of the bilateral market and the transaction volume of the bilateral market.The reasonable pricing mechanism of the social e-commerce platform can attract consumers and businesses to join the platform and improve the transaction volume of the bilateral market.Therefore,the research on the pricing of social e-commerce platform is of important implications for the social e-commerce to maintain the bilateral market and develop stably for a long time.Based on the bilateral market theory,this paper deeply studies the influencing factors and effects of social e-commerce platform on bilateral user pricing.Firstly,this paper according to the home and abroad achievement of study,unifies the bilateral market theory,this paper deeply analyzes the operation mechanism of social e-commerce platform and the characteristics of bilateral market,and summarizes five influencing factors affecting the pricing of social e-commerce platform.Secondly,based on Hotelling model and utility model,this paper constructs the pricing model of social e-commerce platform for bilateral users in monopoly market and competitive market.Under the condition of monopoly market,this paper constructs the pricing model of only one social e-commerce platform in the market,discusses the impact of many affected factors on the pricing and profit of social e-commerce platform in the equilibrium state,and then simulates and analyzes the analysis results of the model,verifies and summarizes them.Under the condition of monopoly market,this paper constructs the pricing model of only one social e-commerce platform in the market,discusses the impact of various influencing factors on the pricing and profit of social e-commerce platform in the equilibrium state,and then simulates and analyzes the analysis results of the model,verifies and summarizes them.Under the condition of competitive market,this paper constructs a pricing model in which there are two social e-commerce platforms in the market,and both bilateral users of the platform belong to single ownership and multiple ownership,discusses the impact of different marketing service levels provided by bilateral market users in the two platforms on the platform pricing and profit,and the impact of multi ownership ratio of bilateral users on the pricing of social e-commerce platforms,and then simulates and summarizes the analysis results of the model.Eventually,according to the above analysis results,this paper puts forward relevant suggestions on the pricing strategy of social e-commerce platform,so as to provide theoretical basis and reference for social e-commerce platform to formulate scientific pricing mechanism.This paper applies the bilateral market pricing theory to the pricing of social e-commerce platform,innovates the application field of bilateral market theory,enriches the research results in the field of social e-commerce,provides theoretical reference for the formulation of reasonable pricing mechanism of social e-commerce platform,and might help increase the operation effect of social e-commerce platform and realizing the sustainable development of social e-commerce platform.