B2C药品交易市场中的平台服务定价研究
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篇名: B2C药品交易市场中的平台服务定价研究
TITLE:
摘要:
摘 要 目的探讨不同类型B2C药品交易平台的服务定价问题及影响因素为网络医药零售实现高效运营提供参考方法双边市场为理论基础结合互联网交易服务的特点构建联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型探讨分成比例搜索匹配度选择自营消费者比例对平台服务定价的影响并利用层次分析法等进行实证验证结果成功构建了 联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型确定了分成比例搜索匹配度对平台服务定价供应商别呈逆向作用和正向作用在自营+联营模式药品交易平台中当选择平台自营的消费者比例过高时平台将会降低供应商的注册 当选择平台自营的消费者比例过低时平台将会提高供应商的注册费实证验证中采用层次分析法确定自营消费者比例为 0.648在此条件下对两类运营模式的定价模型进行比较与上述结果一致同时自营+联营模式的服务定价整体上总是低于联营 模式结论无论是联营模式还是自营+联营模式的平台可设置不同的注册费与广告收入分成比例实行差异化定价也可通过 增加更多专业咨询服务脱离同质化竞争增加用户黏度提高平台搜索匹配度对于自营+联营模式的平台需要控制好自营与联 营的比例实现平台的健康有效运营
ABSTRACT:
ABSTRACT OBJECTIVETo provide reference for the efficient operation of online drug retailing by studying the service pricing
and influencing factors of different B2C drug trading platforms. METHODSBased on the theory of two-sided markets and
combined with the characteristics of internet transaction servicethe pricing models of B2C drug trading platform from the
perspective of joint mode and joint & self mode were built. The influence of allocation proportionsearch matching degree and the
proportion of consumers who buy drugs from the platform of self mode were discussed. FinallyAHP method was adopted for
empirical verification. RESULTSThe service pricing models of two B2C drug trading platformsi.e. joint model and joint & self
modelhad been successfully constructed. It had been determined that the proportion of sharing and the degree of search matching
had adverse and positive effects on the platform service pricingsuppliers),respectively. In the joint & self mode drug trading
platformwhen the proportion of consumers who chose self mode platform was too highthe platform would reduce the supplier
s registration feewhen the proportion of consumers who chose the self mode platform was too lowthe platform would increase the registration fee of suppliers. In the empirical verificationAHP method was used to determine the proportion of self-employed
consumers as 0.648. Under this conditionthe pricing models of the two operation modes were comparedwhich was consistent
with the above results. At the same timethe service pricing of joint & self model is always lower than that of joint mode.
CONCLUSIONSNo matter the platform of joint mode or joint & self modedifferent proportion of registration fee and
advertising revenue can be set to implement differential pricing. The platforms also can degenerate from homogeneity competition
increase user viscosity and improve platform search matching by providing more professional services. For the platform of joint &
self modeit is necessary to control the ratio of self and joint partand realize the healthy and effective operation of the platform.
期刊: 2020年第31卷第1期
作者: 章 瑞,李红艳
AUTHORS: ZHANG Rui,LI Hongyan
关键字: B2C药品交易平台;定价;双边市场;自营模式;自营+联营模式
KEYWORDS: B2C drug trading platform;Pricing;Two-sided markets theory;Joint mode;Joint & self mode
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