Abstract:

In recent years, two-sided market theory has been a hot spot in the field of

industrial organization Combining with the characteristics of network group-buying platform,

a pricing model suitable for the network group-buying platform is established, and the impacts

of crossover network externalities, differentiation degree, the sellers’ reputation and

search efficiency are discussed The conclusions show that platform needs to charge lower fee

or even be free on the side which has stronger network externalities, higher reputation and

differentiation degree, and on the contrary charges higher commissions At the same time,

improving the search matching probability will have a significantly positive impact on the

corporate profit Network group-buying platform needs to attract more users and achieve more

deals to make the enterprise gain profit by means of improving differentiation degree, sellers

’ credit and so on

Key words: two-sided market, network group-buying platform, pricing model