邹佳 郭立宏

摘要：在卖家分散化决策和平台面临弹性需求的基础上，分析了固定收费、交易费、两部收费和利润分成制四种价格模式在双边市场中的应用策略，基于平台所获利润对以上四种收费模式进行了比较。研究发现：尽管交易费或两部收费更有利于平台从卖家身上获取更高比例的剩余，但由于扭曲了卖家的努力水平，因此并不一定能够使平台获得更高的利润；利润分成制和固定费都能够激励卖家达到最优的努力水平，而利润分成制获取卖家剩余的能力更强，因此一定在利润上优于固定费；利润分成制在卖家激励方面优于交易费和两部收费，在剩余索取方面是否优于交易费或两部收费取决于卖家的成本，给定卖家类型和外部性强度，当成本在卖家间的增幅较小时，利润分成制带来的利润最优。

关键词：分散化决策；弹性需求；卖家激励；卖家剩余；平台利润

DOI：10.13956/j.ss.1001-8409.2017.06.30

中图分类号：F0143；F0314 文献标识码：A 文章编号：1001-8409（2017）06-0139-06

The Pricing Models of Twoside Platform Based on Sellers with Decentralized Decisions

ZOU Jia1， GUO Lihong2

（1.School of Economics and Management， Xian University of Technology， Xian 710054；

2. School of Economics and Management， Northwest University， Xian 710127）

Abstract： This paper analyzes the strategies of four pricing models which are lumpsum charge， pertransaction charge， twopart tariff and profit sharing applied in twosided market and compare them by profit platform can get based on sellers with decentralized decisions and elastic demand of platform. It finds following conclusions： firstly， pertransaction charge or twopart tariff does not always provide platform with more profit than that of lumpsum charge despite they can take more proportion of surplus form sellers relative to lumpsum charge， because they distort the effort levels of sellers； secondly， profit sharing and lumpsum charge can incent sellers achieving optimal effort degrees and the former one have stronger ability to extract sellers surplus than the later one， so the former one is more profitable； lastly， profit sharing is better than pertransaction charge and twopart tariff in terms of incentives of sellers， but whether it is better in terms of surplus extraction depends on the costs of sellers， given the types of sellers and the strength of externality， profit sharing is the most profitable one if the amplification of costs among sellers is relative small.

Key words：decentralized decisions； elastic demand； incentive for sellers； sellers surplus； platforms profit

伴隨着互联网及移动互联网的高速发展，双边平台这种商业模式也得到了迅猛的发展。以国内电商行业的龙头企业阿里巴巴集团为例，据中国电子商务研究中心（100EC.CN）监测数据显示，2016年上半年中国B2B电子商务市场交易规模达79万亿元，同比增长362%，网络零售市场交易规模达2314194亿元，同比增长434%，阿里巴巴及其旗下的天猫分别在这两个市场中占据了385%和532%的份额，而天猫更是占据了社会消费品零售总额的79%。众所周知，阿里巴巴集团的大多数业务都采用了开放平台的模式（只有天猫超市是自营模式），由此可见双边平台的重要地位。……