| 摘要: |
| 在平台经济的发展中，“免费”已成为诸多平台企业常见的定价策略。本文将用户异质性偏好和产品质量差异引入到双边市场理论，探讨了平台长期对部分用户免费的可能性。研究发现：对于单边的垄断平台而言，用户间异质性的边际网络效应是平台实施长期免费策略的必要条件；在引入广告商或者平台竞争后，即使用户间获得的边际网络效应无差异，免费依然可能成为平台的均衡策略；随着边际网络效应的增强或产品间的质量差异扩大，对部分用户免费也更有可能成为平台的长期均衡策略。本文为平台定价策略和平台反垄断政策的制定提供有益借鉴。 |
| 关键词: 长期免费 网络效应 垄断平台 定价策略 均衡策略 |
| DOI：10.13581/j.cnki.rdm.20211927 |
| 分类号:F062.9 |
| 基金项目:教育部哲学社会科学研究重大课题攻关项目“工业互联网发展中新型生产关系研究”（20JZD010）；国家自然科学基金重点项目“共享服务资源组织与优化研究”（72031006）；上海市哲学社会科学规划项目“全球数字贸易规则趋势与上海跨境电商平台发展应对建议研究”（2021EJB006）。 |
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| Can Zero Price Become the Long-Term Equilibrium Strategy of Monopolistic Platforms? |
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LIU Yuan, CHEN Hong-min, YANG Yun-peng
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Antai College of Economics & Management， Shanghai Jiao Tong University， Shanghai 200030， China
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| Abstract: |
| In the development of platform economics， “zero price” has become a strategy widely used by platforms. It extended the two-sided market theory by incorporating heterogeneous preferences in users and differences in product quality，and analyzed the possibility that a platform would charge some users for zero price in the long term. The results show that the heterogeneous marginal network effect （MNE） is necessary for the one-sided monopolistic platform to perform zero price in a long time；after incorporating advertisers or platform competition， even in the case of homogenous MNE， zero price can be the equilibrium strategy of the platform ； with the increase of MNE or more considerable differences in product quality， it is more likely of the platform to perform zero price in the long term. It provides helpful insights into platform pricing strategy and antitrust policy. |
| Key words: long-term free network externality monopolistic platform pricing strategy equilibrium strategy |
