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One-side value-added service investment and pricing strategies for a two-sided platform

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  • Guowei Dou
  • Ping He
  • Xiaoyan Xu

Abstract

To widen user participation and increase profit, two-sided platforms may invest on value-added services (VASs) for users. Due to the cross-market network externality, the investment for one side would affect the utility of users on two sides, thus affect the demand and profit of the platform. In this paper, we investigate one-side VAS investment and pricing strategies for a two-sided platform. It is revealed that it is optimal to invest at the maximum level for any marginal investing cost below a certain threshold, and to decrease the investment when the marginal investing cost increases above the threshold. We find that compared with the case of no investment, the invested user side will always be priced higher, while the uninvested user side may either be priced higher or lower, depending on the relative magnitude of mutual cross-market network externalities. If both sides are priced higher after the investment, the price increment for uninvested user side could be larger than that for invested user side.

Suggested Citation

  • Guowei Dou & Ping He & Xiaoyan Xu, 2016. "One-side value-added service investment and pricing strategies for a two-sided platform," International Journal of Production Research, Taylor & Francis Journals, vol. 54(13), pages 3808-3821, July.
    • Handle: RePEc:taf:tprsxx:v:54:y:2016:i:13:p:3808-3821
    DOI: 10.1080/00207543.2016.1148275
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    Cited by:

    1. Weihua Liu & Shangsong Long & Yanjie Liang & Jinkun Wang & Shuang Wei, 2023. "The influence of leadership and smart level on the strategy choice of the smart logistics platform: a perspective of collaborative innovation participation," Annals of Operations Research, Springer, vol. 324(1), pages 893-935, May.
    2. Sui, Ronghua & Zhang, Xumei & Dan, Bin & Zhang, Haiyue & Liu, Yi, 2023. "Bilateral value-added service investment in platform competition with cross-side network effects under multihoming," European Journal of Operational Research, Elsevier, vol. 304(3), pages 952-963.
    3. Gang Liu & Fengyue An, 2021. "Video Platforms’ Value-Added Service Investments and Pricing Strategies for Advertisers," Sustainability, MDPI, vol. 13(24), pages 1-24, December.
    4. Wang, Xinyu & Zhang, Yuxing & Zhang, Shuhua, 2024. "Dynamic order allocation in a duopoly hybrid workforce of competition: A machine learning approach," European Journal of Operational Research, Elsevier, vol. 315(2), pages 668-690.
    5. Trabucchi, Daniel & Talenti, Luca & Buganza, Tommaso, 2019. "How do Big Bang Disruptors look like? A Business Model perspective," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 330-340.
    6. Xiaoxi Zhu & Changhui Yang & Kai Liu & Rui Zhang & Qingquan Jiang, 2022. "Cooperation and decision making in a two-sided market motivated by the externality of a third-party social media platform," Annals of Operations Research, Springer, vol. 316(1), pages 117-142, September.
    7. Li, Jianbin & Wang, Yingying & Liu, Zhixin & Cai, Xueyuan & Xie, Wen, 2022. "Joint optimal strategies on service investment and drug pricing for a two-sided online pharmaceutical platform," International Journal of Production Economics, Elsevier, vol. 252(C).
    8. Sui, Ronghua & Liu, Molin & Liu, Yi & Zha, Xiaoyu, 2024. "Two-sided dynamic pricing and value-added service investment strategies of competitive platforms considering indirect network effects," International Journal of Production Economics, Elsevier, vol. 272(C).
    9. Chenshuo Li & Zhe Huang, 2019. "Subsidy strategy of pharmaceutical e-commerce platform based on two-sided market theory," PLOS ONE, Public Library of Science, vol. 14(10), pages 1-15, October.
    10. Wenhui Zhao & Jibin Ma & Zhanyang Wang & Youting Li & Weishi Zhang, 2022. "Potential Hydrogen Market: Value-Added Services Increase Economic Efficiency for Hydrogen Energy Suppliers," Sustainability, MDPI, vol. 14(8), pages 1-18, April.
    11. Christian Stummer & Dennis Kundisch & Reinhold Decker, 2018. "Platform Launch Strategies," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 60(2), pages 167-173, April.
    12. Shiming Yi & Liying Yu & Ziyuan Zhang, 2020. "Research on Pricing Strategy of Dual-Channel Supply Chain Based on Customer Value and Value-Added Service," Mathematics, MDPI, vol. 9(1), pages 1-19, December.
    13. Wei, Wanying & Liu, Weihua & Tang, Ou & Dong, Chuanwen & Liang, Yanjie, 2023. "CSR investment for a two-sided platform: Network externality and risk aversion," European Journal of Operational Research, Elsevier, vol. 307(2), pages 694-712.
    14. Li, Jianbin & Zheng, Yuting & Dai, Bin & Yu, Jiang, 2020. "Implications of matching and pricing strategies for multiple-delivery-points service in a freight O2O platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 136(C).
    15. Avinadav, Tal & Chernonog, Tatyana & Meilijson, Isaac & Perlman, Yael, 2022. "A consignment contract with revenue sharing between an app developer and a distribution platform," International Journal of Production Economics, Elsevier, vol. 243(C).
    16. Xueke Du & Rui Dong & Wenli Li & Yibo Jia & Lirong Chen, 2019. "Online Reviews Matter: How Can Platforms Benefit from Online Reviews?," Sustainability, MDPI, vol. 11(22), pages 1-20, November.
    17. Sun, Luoyi & Hua, Guowei & Cheng, T.C.E. & Wang, Yixiao, 2020. "How to price 3D-printed products? Pricing strategy for 3D printing platforms," International Journal of Production Economics, Elsevier, vol. 226(C).
    18. Hou, Ruiqi & de Koster, René & Yu, Yugang, 2018. "Service investment for online retailers with social media—Does it pay off?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 118(C), pages 606-628.
    19. Liu, Weihua & Yan, Xiaoyu & Wei, Wanying & Xie, Dong, 2019. "Pricing decisions for service platform with provider’s threshold participating quantity, value-added service and matching ability," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 122(C), pages 410-432.

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