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日期：2022年 5月 31日
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2022年 5月 31日
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I
摘
要
摘
要
社交电商作为电子商务的一种衍生形式，它依附于人际网络关系进行共享、传播，
现已发展进入成熟期。社交电商平台是典型的双边市场，它同时兼具商务属性和社交属
性，是联结消费者和商家并发挥双边市场的需求互补性功能，并为双边用户提供交易需
求的技术支持的中介平台。在以流量为核心的电商发展高速期，社交电商平台想要长期
稳定地发展，极度依赖于双边市场的数量规模及交易量，社交电商平台合理的定价机制
能够吸引消费者和商家加入平台并提高双边市场交易量。因此，社交电商平台双边市场
的定价研究对于社交电商平台维护双边市场以维持长期稳定地发展有重要意义。
本文基于双边市场理论深入研究了社交电商平台对双边用户定价的影响因素及其
影响效果。首先，通过对国内外相关研究成果的梳理，基于双边市场理论对社交电商平
台运作机制和双边市场特征进行深入分析，归纳出了影响社交电商平台定价的 5个影响
因素。其次，基于 Hotelling模型和期望效用模型构建了垄断市场和竞争市场下社交电商
平台对双边用户的定价模型。在垄断市场条件下，构建了市场中只有一个社交电商平台
的定价模型，探讨了在均衡状态下各影响因素对社交电商平台定价及平台利润的影响，
再对模型分析结果进行仿真分析并做出验证性总结；在竞争市场条件下，构建了市场中
存在两个社交电商平台，且平台双边用户均单归属和均多归属两种情形的定价模型，探
讨了双边市场用户在两个平台中提供不同营销服务水平对平台定价和利润的影响，以及
双边用户多归属比例对社交电商平台定价的影响，再对模型分析结果进行仿真分析并做
出验证性总结。最后，基于本文分析结果提出社交电商平台定价策略，为社交电商平台
制定科学定价机制提供理论依据与参考。
本文将双边市场定价理论应用于社交电商平台定价中，创新了双边市场理论的应用
领域，同时，丰富了社交电商领域研究成果，为社交电商平台制定合理的定价机制提供
了理论参考，有利于提升社交电商平台运营效果，促进社交电商平台可持续性发展。
关键词：社交电商平台；双边市场理论；平台定价；Hotelling模型；效用模型。
II
Abstract
Abstract
Social e-commerce is a derivative form of e-commerce. It depends on the interpersonal
network to share and spread. Now it has developed into a mature period. Social e-commerce
platform is a typical bilateral market. It has both business and social attributes. It is an
intermediary platform connectsconsumers and businesses, givesplay to the demand
complementarity function ofthe bilateral market,and provides technical supportfor
transaction needs for bilateral users. In the period of e-commerce development with obtaining
traffic as the core, if the social e-commerce platform wants long-term stable development, it is
extremely dependent on the quantity and scale of the bilateral market and the transaction
volume of the bilateral market. The reasonable pricing mechanism of the social e-commerce
platform can attract consumersand businesses to join the platform andimprove the
transaction volume of the bilateral market. Therefore, the research on the pricing of social
e-commerce platform is of important implications for the social e-commerce to maintain the
bilateral market and develop stably for a long time.
Based on the bilateral market theory, this paper deeply studies the influencing factors and
effects of social e-commerce platform on bilateral user pricing. Firstly, this paper according to
the home and abroad achievement of study, unifies the bilateral market theory, this paper
deeplyanalyzes theoperationmechanism ofsociale-commerceplatform andthe
characteristics of bilateral market, and summarizes five influencing factors affecting the
pricing of social e-commerce platform. Secondly, based on Hotelling model and utility model,
this paper constructs the pricing model of social e-commerce platform for bilateral users in
monopoly market and competitive market. Under the condition of monopoly market, this
paper constructs the pricing model of only one social e-commerce platform in the market,
discusses the impact of many affected factors on the pricing and profit of social e-commerce
platform in the equilibrium state, and then simulates and analyzes the analysis results of the
model, verifies and summarizes them. Under the condition of monopoly market, this paper
constructs the pricing model of only one social e-commerce platform in the market, discusses
the impact of various influencing factors on the pricing and profit of social e-commerce
platform in the equilibrium state, and then simulates and analyzes the analysis results of the
model, verifies and summarizes them. Under the condition of competitive market, this paper
constructs a pricing model in which there are two social e-commerce platforms in the market,
and both bilateral users of the platform belong to single ownership and multiple ownership,
discusses the impact of different marketing service levels provided by bilateral market users
in the two platforms on the platform pricing and profit, and the impact of multi ownership
ratio of bilateral users on the pricing of social e-commerce platforms, and then simulates and
summarizes the analysis results of the model. Eventually, according to the above analysis
results, this paper puts forward relevant suggestions on the pricing strategy of social
e-commerce platform, so as to provide theoretical basis and reference for social e-commerce
platform to formulate scientific pricing mechanism.
III