摘要
考虑价值创造所产生的溢出效应,构建博弈模型探究单边共享平台价值创造策略和定价策略。研究表明:若组内网络外部性低于一定的阈值,当价值创造的成本较低但收益较高时,共享平台与用户价值共创策略更优;而当价值创造的成本较高且收益也高于一定的阈值时,用户价值独创策略对平台更有利;否则,无价值创造能够为共享平台创造更高的收益。若组内网络外部性适中,只有当价值创造成本较高但收益较低时,无价值创造策略更有利可图;否则,共享平台应采取用户价值独创策略。若组内网络外部性偏高,则共享平台应采取无价值创造策略。
This study constructs a game model to explore the value creation and pricing strategies of a unilateral sharing platform considering the spillover effect of value creation.The results show that it is profitable to adopt value co-creation strategies when intragroup network externality is below a certain threshold and the cost of value creation is low but the benefits are high.On the other hand,when the cost of value creation is high and the benefits are higher than a certain threshold,user-independent value creation is more beneficial for the platform.Otherwise,the strategy without value creation is better.Furthermore,for a medium intragroup network externality,the strategy without value creation is more profitable only if the cost of value creation is high but the revenue is low.Otherwise,the sharing platform should adopt the strategy of user-independent value creation.In addition,when the intragroup network externality is high,the sharing platform should always adopt the strategy without value creation.
作者
张小静
张玉林
ZHANG Xiaojing;ZHANG Yulin(Southeast University,Nanjing,China)
出处
《管理学报》
CSSCI
北大核心
2023年第9期1361-1369,共9页
Chinese Journal of Management
基金
国家社会科学基金资助重大项目(21&ZD118)
国家自然科学基金资助项目(72071040)
中央高校基本科研业务费专项资金资助项目(2242022S30020)。
关键词
共享平台
价值独创
价值共创
定价策略
sharing platform
user independent value creation
value co-creation
pricing strategy
