报告题目：Behavior-Based Pricing in Two-Sided Platforms: The Role of Network Effects

报告所属学科：管理科学与工程

报告人：虞义敏（香港城市大学）

报告时间：2023年6月8日 14:30-18:30

报告地点：德赢官网下载A0405教室

报告摘要：

Behavior-based pricing (BBP) is a pricing strategy used by firms to differentiate between past and new customers based on their purchase history data. Two-sided platforms commonly adopt BBP, but previous research has not considered the network effects. In this study, we use a duopoly two-period model to investigate the role of BBP in two-sided platforms, which connect the customer and developer sides. The developers can be either single-homing or multiple-homing. We consider the cross-side network effects between customers and developers, and our results show that customer-side BBP can increase platform profits when developers are multi-homing. This is in contrast to the traditional understanding of BBP's impact on profitability. The driving force behind this result is the cross-side network effects that reduce competition among customers in the first period. However, when developers are single-homing, BBP does not have any positive effect on platform profits. Our results shed light on the profitability of BBP on two-sided platforms and the role of cross-side network effects.

报告人简介：

虞义敏，博士，香港城市大学管理科学系/市场营销系副教授。本科毕业于中国科技大学，博士毕业于明尼苏达大学双子城分校。主要研究方向：供应链与服务运营管理，包括库存生产系统的优化设计、供应链的激励问题以及定价策略。论文发表于《Manufacturing & Service Operations Management》、《Marketing Science》、《Operations Research》、《Production and Operations Management》等商科顶刊。