题目: Penetration or Skimming? Pricing Strategies for Software Platforms Considering Asymmetric Cross-Side Network Effects

演讲人:苑楠 博士，天津财经大学

时间: 2022年10月26 日 19:00-21:00

地点:线上腾讯会议

会议号：123-754-815 会议密码：1243

邀请人：刘玉斌，夏良杰，王君，侯棚文

演讲嘉宾简介:

苑楠，天津财经大学管理科学学院与工程学院博士；2022年毕业于天津大学管理与经济学部，获管理学博士学位。主要研究领域为平台商业模式与策略、信息产品定价；研究成果发表于Journal of the Association for Information Systems，The 27th Pacific Asia Conference on Information Systems，The 14th China Summer Workshop on Information Management等信息管理领域权威期刊与会议。

报告主要内容：

Considering a two-sided software platform with software developers on one side and software users on the other, we study whether the platform should adopt a penetration pricing strategy or skimming pricing strategy on the developer side. We propose a two-period analytical model with asymmetric cross-side network effects to analyze the platform’s optimal pricing strategy. Our analysis reveals that the platform should adopt a penetration pricing strategy if the user-to-developer network effect is strong and a skimming pricing strategy otherwise. If the platform does not charge users an access fee, the platform should consider subsidizing developers’ access in the first period only. However, when the platform charges users an access fee, subsidizing developers’ access in both periods can be viable for the platform.

天津财经大学科学技术协会

天津财经大学商学院物流与供应链管理系

天津财经大学管理可计算建模协同创新中心

天津财经大学供应链与运营管理研究中心

2022 年 10 月 18 日