基于消费者显著性偏好的双边平台转换成本和定价策略研究

针对消费者对转换成本和价格属性具有显著性偏好的实际情况，基于显著性理论对垄断双边平台企业的转换成本和定价策略问题进行了研究。研究发现：1)在显著性偏好非对称型市场上，对价格敏感的一方收取的价格最低，对高转换成本的一方收取的价格最高，而在显著性偏好对称型市场上，平台的最优价格位于非对称型市场之间，但是对价格敏感型市场收取的价格低于转换成本敏感型市场的价格。2)在高转换成本的市场，平台利润最低；低转换成本市场平台利润最高，而混合型情况的最优利润位于这两者之间。该研究结论说明平台企业应该采取措施来降低用户加入平台的转换成本，从而增加利润，这与现实的案例研究结论相吻合。

Switching Cost and Pricing Strategy of Two-sided Platform Based on Consumers’ Salience Preference

Recently, due to the antitrust investigation of Apple, Google, Amazon and other technology platform enterprises in the United States, and China issued the “Anti-monopoly Guide in the field of platform economy”, the switch cost of platform enterprises has attracted widespread attention. When joining the platform, users need to consider factors such as cross-network externalities, switching costs and prices, and face more complex trade-off decisions. The salience theory holds that consumers generally have trade-offs between goods and services that have differences in multiple attributes, and consumers will have different preferences for different attributes in different scenarios. Bordalo et al put forward the salience theory and studied the salience preference of consumers. Based on the salience theory, this paper aims to study the influence of cross-network externality and consumer salience preference on the pricing strategy and profit of monopoly two-sided platform when there is salience thinking in consumers’ switching cost attribute and price attribute.