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Optimale nichtlineare Tarife auf zweiseitigen Medien-Märkten
[Optimal Nonlinear Pricing in Two-Sided Media Markets]

Author

Listed:
  • Frauke Becker

    (Simon-Kucher & Partners)

  • Karen Gedenk

    (Universität Hamburg)

Abstract

Zusammenfassung Medien-Unternehmen wie Zeitungsverlage und Messeveranstalter sehen sich in der Preispolitik zwei großen Herausforderungen gegenüber: Zum einen agieren sie auf zweiseitigen Märkten und sollten als Plattformen ihre Preise auf beiden Marktseiten gleichzeitig optimieren. Zum anderen hängt die Nutzungsmenge ihrer Kunden vom Preis ab, sodass die Plattformen von nichtlinearen Tarifen profitieren können. Die Autoren entwickeln ein Entscheidungsunterstützungs-System für nichtlineare Tarife in einem zweiseitigen Markt und wenden es auf eine Messe an. Sie messen Zahlungsbereitschaften von Ausstellern und Besuchern und schätzen jeweils Segment-spezifische Zahlungsbereitschafts-Funktionen. Die Optimierung ergibt, dass die Messegesellschaft ihren Deckungsbeitrag durch den Einsatz von zweiteiligen Tarifen stark steigern kann. Zudem sollte die Messe relativ hohe Preise für Aussteller setzen und ihren Deckungsbeitrag vor allem auf dieser Seite des Marktes erwirtschaften.

Suggested Citation

  • Frauke Becker & Karen Gedenk, 2020. "Optimale nichtlineare Tarife auf zweiseitigen Medien-Märkten [Optimal Nonlinear Pricing in Two-Sided Media Markets]," Schmalenbach Journal of Business Research, Springer, vol. 72(4), pages 423-445, December.
    • Handle: RePEc:spr:sjobre:v:72:y:2020:i:4:d:10.1007_s41471-020-00098-x
    DOI: 10.1007/s41471-020-00098-x
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