Competitive Pricing Strategy of Exhibition Enterprises in Two-sided Markets

Based on the two-sided market theory and considering a duopoly exhibition market, this paper constructs a two-stage dynamic game model to analyze the utility of the audience market, the demand of the exhibitor market and the income of the exhibition organizing enterprises, so as to explore the competitive pricing strategies of the exhibition enterprises. At the same time, this paper also analyzes the relationship between the three factors of effect of increasing consumption per unit area, the degree of exhibition substitution, the number of exhibitors and the number of booths provided by the exhibitors. The results show that, from the perspective of the audience market, the ticket price and exhibition scale charged by the exhibitors have a certain influence on the audiences' intention to visit the exhibition. From the perspective of exhibitor market, exhibitors' demand for the exhibition is related to factors such as the effect of increasing consumption per unit area and the degree of substitution of the exhibition. From the perspective of exhibition enterprises, although different organizing exhibition enterprises have different pricing strategies, their equilibrium quantity is determined. Therefore, it is suggested that exhibition organizing enterprises should develop different pricing strategies for exhibitors and audiences, and improve the competitiveness of exhibitions through exhibition scale selection and differentiation.