Choice of pricing and advertising schemes for a two-sided platform

被引：11

作者：

Zhou, Yongyi ^{[1
]}

Zhang, Yulin ^{[1
]}

Goh, Mark ^{[2
,3
]}

机构：

[1] Southeast Univ, Sch Econ & Management, Southeast Univ Rd 2, Nanjing, Jiangsu, Peoples R China

[2] Natl Univ Singapore, Logist Inst Asia Pacific, Singapore, Singapore

[3] Natl Univ Singapore, Business Sch, Singapore, Singapore

来源：

MANAGERIAL AND DECISION ECONOMICS | 2021年 / 42卷 / 07期

基金：

中国国家自然科学基金;

关键词：

RETAILER SUPPLY CHAIN; COMPETITION; MODEL; INTERCHANGE; INVESTMENT; STRATEGIES; MARKETS; DISPLAY; POLICY; GAME;

D O I：

10.1002/mde.3351

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper examines the pricing and choice of advertising schemes for a two-sided platform considering two business models, each with two advertising schemes. In the "1-n" model, the prices on the provider side are the same in the two schemes; however, the price in the "1-1" model is always higher under the "HA" scheme. The results suggest that the preferred choice for the platform regarding the advertising schemes is the same as that in the two models. We extend our model in several directions and draw some management insights for a two-sided platform for the platform operator.

引用

页码：1865 / 1885

页数：21

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