存在供给侧竞争与协作的互联网平台企业产品或服务动态定价策略

This project is proposed based on the practical demands of the internet platform firms. It intends to investigate the dynamic pricing strategy for the product or service offered by internet platform with supply-side competition and collaboration. First, the mechanism of supply-side competition and collaboration is analyzed and the profit function of the third-party sellers with respect to the number of competitive sellers and the degree of supply-side collaboration is built. The pricing and supply-side coordination strategies for the platform are then investigated. Second, the impacts of the price of the first-party product or service on the sales of the third-party product or service are analyzed. Assuming platform as the game leader and third-party sellers as the game followers, a Stackelberg game is formulated to study the optimal dynamic pricing for the first-party product or service of the internet platform. Finally, a duopoly game model is built to investigate the optimal release time and price of the competing internet platforms’ first-party product and service. This project meets the requirements of national economic development and industry upgrading, and has practical significance and potential application prospect.

本项目根据互联网平台企业的实践需求，拟对存在供给侧竞争与协作的互联网平台企业的最优产品或服务动态定价策略进行深入的研究。首先，通过案例和数据分析研究平台供给侧的竞争与协作机理，并建立第三方供应商利润与供应商数量和供应商协作程度的函数关系，在此基础上研究互联网平台企业最优收费与供给侧协调策略；其次，分析平台第一方产品或服务定价对第三方产品或服务销量的影响，建立平台企业与第三方供应商的斯塔克伯格博弈模型，假设平台企业为博弈领导者，第三方供应商为博弈跟随者，求解互联网平台企业最优第一方产品或服务的动态定价策略；最后，针对市场中存在两个竞争性互联网平台的情形，建立双寡头互联网平台动态博弈模型，分析求解竞争环境下互联网平台企业第一方产品或服务的最优发布时间与定价策略。本项目选题符合国家经济发展和产业升级的需求，有着典型的实践意义和潜在应用前景。

互联网的广泛普及极大地促进了平台经济的发展，互联网平台在我国产业升级以及经济结构调整过程中发挥着重要作用。对互联网平台企业产品或服务最优定价策略的研究具有重要的理论和实践价值，符合我国新形势下经济改革与发展的迫切需要。本项目聚焦互联网平台企业产品或服务动态定价策略，应用管理科学、产业经济学、行为科学和系统科学等理论方法，重点研究了云计算平台上软件即服务产品的最优发布和定价策略、垄断平台第一方产品选择与定价策略、双寡头平台市场中先动或后动优势发生条件。研究结论新颖，可以为互联网平台企业的市场进入及定价决策提供理论依据和决策指导，对政府规范互联网平台市场竞争也有一定参考价值。