关键词: 平台企业, 差别定价, 精准服务, 豪特林模型

Abstract:

In the era of big data, platforms enterprises have realized personalized product recommendation and differential pricing for different types of consumers through consumer portraits. In this paper, the precise recommendation of products and services behavior of enterprises is incorporated into the Hotelling model in the form of consumer utility to analyze the motivation of duopoly enterprises to perform differential pricing and compare the welfare under different pricing methods. The results show that, in duopoly market competition, compared with unified pricing, the differential pricing behavior of the enterprise will reduce the profits of enterprises, but can increase the market share of enterprises, when the duopoly adopts asymmetric pricing strategy, the one with differential pricing has the advantage in market share competition. When the duopoly adopts the differential pricing with technology gap, the party with the leading technology has the advantage in market share competition. Counterintuitively, differential pricing does not always harm the welfare of consumers. Therefore, relevant departments should not blindly intervene in differential pricing, but should pay attention to the disorderly expansion of enterprises through differential pricing, so as to avoid the occurrence of unfair competition and profit after the formation of dominant market position.

Key words: platform enterprise, differential pricing, precise service, Hotelling model