| The platform economy is the destined trends of our country to support and strong development due to the Internet’s popularity and people’s demands.While the platform economy has contributed to the structural transformation of the economy,it has also brought about new issues and challenges for business and social development.The market operating logic has been changed in competition mechanism which is make the pricing strategy of platform companies more complex.Considering right about the platforms’ marketing strategy and corporate strategy,this thesis researched the trioligopoly competition market pricing and strategies by using game theory thinking,on the basis of a summary of the existing literature.Based on a generalised analysis of the literature on concepts,characteristics and competition in two-sided markets,this thesis presents a detailed study of price competition behaviour and value-added service strategies in the triopoly markets.The discussion revolves around three main aspects:First,pricing analysis of platforms under different user type and market structures:users are classified into three categories: bilateral single-homing、single-homing and partial mulithoming and bilateral partial mulithoming,combined with market structure of partial monopoly.The equilibrium prices of two-sided market platforms under the three attribution combinations,monopoly and competitive market structures are discussed separately by constructing the Salop model,and the factors affecting pricing are analysed.Second,the level of investment in value-added services of two-sided market platforms under different user types and market structures is analysed: the level of investment in value-added services under non-price competitive strategy is introduced into the triopoly market competition model,and the impact of investment in valueadded services is analysed with the objective of profit maximisation.Third,the current situation of the third-party payment market is analysed through practical cases to provide an analytical framework for third-party payments and even bilateral markets,with some targeted recommendations.The thesis extends the study of two-sided market pricing from duopoly competition pricing to three-oligopoly pricing competition,while taking into account the important factors influencing two-sided markets: user types and market structure. |
