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在双边平台发展过程中,平台管理者为提高平台知名度,要做的一个重要决策是决定平台的营销投资水平。本文为考察存在用户识阈效应的双边平台投资定价决策,构建了具有用户阈值的双边平台模型。通过纳什博弈,研究了识阈效应和网络效应对双边平台营销投资的影响。研究表明,中小发展平台更容易受识阈效应的影响,平台利润会随着用户阈值的增加而降低,平台管理者应根据不同的用户阈值选择不同的管理体制,降低识阈效应带来的不利影响。
In the development of bilateral platforms, platform managers to improve platform visibility, an important decision to be made is to determine the level of platform marketing investment. This paper examines the investment decision-making of bilateral platform with user’s threshold effect and constructs a bilateral platform model with user threshold. Through the Nash game, we study the impact of the threshold effect and network effect on bilateral platform marketing investment. The research shows that the platform of small and medium-sized development is more easily influenced by the threshold effect, and the platform profit will decrease with the increase of user’s threshold. The platform manager should choose different management system according to different user’s threshold to reduce the negative effect of the threshold effect influences.