垄断平台视角下的社交网站双边市场定价模式分析

摘要

Bilateral market theory is the latest hot spot and frontier theory in the field of industrial organization in recent years. Social networking site has the typical characteristics of the bilateral market and its pricing and profit model has been the focus of platform enterprise. The paper built a monopoly platform-based pricing model, and analyzed the pricing model of social networking media platforms and software platform. The results showed that in social networking sites media platforms, the pricing of platform companies to advertisers is always higher than the cost of services they provide; in social networking site software platform, the platform companies may appear the situation of providing subsidies to the both sides of users.%院双边市场理论是近年来产业组织领域研究的最新热点和前沿理论。社交网站行业具有典型的双边市场特征，平台的定价和盈利模式一直是平台企业关注的焦点。本文构建基于垄断平台的定价模型，分析社交网站媒体平台和软件平台的定价模式。结果显示，在社交网站媒体平台，平台企业向广告商定价总是高于其提供的服务成本；在社交网站软件平台，平台企业可能出现同时向两边用户进行补贴的情况。