正负网络效应共存的社交平台定价问题

摘要/Abstract

摘要：

摘要：针对资源的正网络效应和广告的负网络效应共存的社交平台定价问题，构建了双寡头博弈模型，给出了博弈的纳什均衡，分析了均衡情况下资源和广告数量以及平台收益如何变化.研究发现，平台提供的资源与广告数量之比(资源广告比)对平台具有至关重要的影响.平台对网络用户免费，实际成本通过广告费转嫁给了广告商.当资源广告比增加时，资源和广告的数量变化并不单调，而是存在一个转折点.为了使平台收益最大化，最佳的资源广告比总是在可行范围的两端.研究结果有助于揭示平台如何平衡资源和广告.

关键词: 社交网络平台, 双边市场, 正网络效应, 负网络效应

Abstract:

Abstract： This paper studied the pricing problem of social network platforms with the co-existence of positive network effects of resources and negative network effects of advertisements. A duopoly competition model was built and the Nash equilibrium of the game was obtained. In equilibrium, the variation of quantities of resources, advertisements, and platform profits were then analyzed. It is found out that the ratio of resources to advertisement has an important impact on platforms. The platforms offer network users services free of charge, whereas the actual costs are shifted onto advertisers through advertising fees. As the ratio of resources to advertisement increases, the variation of quantities of resources and advertisement are not monotonous, instead there exists a turning point. In order to maximize platform profits, the optimal ratio of resources to advertisement lies at the boundary of feasible region. The results of this paper help to reveal how platforms balance resources and advertisements.

Key words: social network platform, two-sided market, positive network effect, negative network effect

中图分类号:

F 270

吴春旭，黄一络，许传永. 正负网络效应共存的社交平台定价问题[J]. 上海交通大学学报（自然版）, 2015, 49(04): 519-523.

WU Chunxu，HUANG Yiluo，XU Chuanyong. Pricing Problem of Social Network Platforms with Co-Existence of Positive and Negative Network Effects[J]. Journal of Shanghai Jiaotong University, 2015, 49(04): 519-523.

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[1]	陆晓菁，陈宏民. 电子口碑虚拟社区平台定价策略[J]. 上海交通大学学报（自然版）, 2014, 48(02): 300-305.
[2]	曹俊浩，陈宏民，石彼得. 基于双边市场理论的B2B垄断平台自网络外部性分类及其强度研究 [J]. 上海交通大学学报（自然版）, 2010, 44(12): 1661-1664.