CAJ | 학술논문

运用双边市场理论方法，研究传统零售企业的平台化转型及其双边定价模式选择，发现：1）在生产成本和消费者估价均匀分布的条件下，赚差价的传统垄断零售商收取进场费并不能增加利润，转型为会员费制双边零售平台反而降低利润.2）随着供应商单位分销成本的增加，传统零售商可先选择转型为佣金制双边零售平台作为过渡；随着单位分销成本的进一步提高，零售企业可以进一步提高佣金率，并对供应商进行适当补贴，但对消费者免收会员费，转型为二部收费制平台.3）会员费制双边零售平台的倾斜性双边定价策略与产品价格及其分销成本有关，当供应商的零售价格适中时，平台应向消费者与供应商收取会员费；而当供应商零售价格较高时，平台应向供应商收取会员费并补贴消费者.此外，本文结合我国 B2C 零售平台的收费模式进行应用分析.
운용쌍변시장이론방법，연구전통령수기업적평태화전형급기쌍변정개모식선택，발현：1）재생산성본화소비자고개균균분포적조건하，잠차개적전통롱단령수상수취진장비병불능증가리윤，전형위회원비제쌍변령수평태반이강저리윤.2）수착공응상단위분소성본적증가，전통령수상가선선택전형위용금제쌍변령수평태작위과도；수착단위분소성본적진일보제고，령수기업가이진일보제고용금솔，병대공응상진행괄당보첩，단대소비자면수회원비，전형위이부수비제평태.3）회원비제쌍변령수평태적경사성쌍변정개책략여산품개격급기분소성본유관，당공응상적령수개격괄중시，평태응향소비자여공응상수취회원비；이당공응상령수개격교고시，평태응향공응상수취회원비병보첩소비자.차외，본문결합아국 B2C 령수평태적수비모식진행응용분석.
Turning to the theoretical methods of two-sided markets,this article studies the platformization of traditional retailers as well as the two-sided pricing modes for platforms. The main results indicate that the transition from a traditional retailer with price difference mode to one with slotting allowance does not result in a higher profit but that the transition to the platform mode with membership fees does result in a lower profit. Further,as the unit distribution cost increases,the platform with commission mode may be a desirable transi-tional alternative for a traditional retailer;as the unit distribution cost amounts to a high level,the platform with two-part tariffs mode will be more desirable and it shall raise the commission ratio for suppliers but sup-port them with a subsidy. Customers should be entertained with free of charge in this occasion. Lastly,the highly skewed pricing strategies for the platform with membership fees mode depend on the retail prices and the distribution costs. The optimal strategies for the platformized retailer indicate that both consumers and suppli-ers should be tared if the retail prices are set at a medium level by suppliers and that the suppliers should be changed while subsidizing customers if the retail prices set by suppliers are high enough. Besides,this article carries out applied investigations on the pricing modes for B2C retailers in China.