基于用户单归属的平台新老用户歧视定价策略分析

Analysis of Discriminatory Pricing Strategy for New and Old Users on the Platform Based on User Single Attribution

摘要: 针对竞争性平台歧视定价策略选择问题，基于Hotelling模型分析比较两平台在两种不同定价策略下的价格、利润及对社会总福利的影响，揭示歧视定价策略的本质及使用条件。研究结果表明：1) 相对于两平台实施统一定价策略，两平台均实施歧视定价策略导致激励的价格竞争；2) 当两边用户均单归属时，与歧视定价策略相比，实施统一定价策略有利于提高平台总利润；3) 两平台实施歧视定价策略有可能导致较高的社会总福利，而两平台均实施统一定价策略会导致较低的社会总福利。

Abstract: In response to the issue of discriminatory pricing strategy selection on competitive platforms, this study analyzes and compares the prices, profits, and impact on overall social welfare of two platforms under two different pricing strategies based on the Hotelling model, revealing the essence and usage conditions of discriminatory pricing strategies. The research results indicate that: 1) compared to implementing a unified pricing strategy on both platforms, implementing a discriminatory pricing strategy on both platforms leads to incentivized price competition; 2) When both users belong to a single party, implementing a unified pricing strategy is beneficial for increasing the total profit of the platform compared to a discriminatory pricing strategy; 3) Implementing discriminatory pricing strategies on two platforms may lead to higher overall social welfare, while implementing a unified pricing strategy on both platforms may lead to lower overall social welfare.