Subsidy strategy of pharmaceutical e-commerce platform based on two-sided market theory


Autoři: Chenshuo Li aff001;  Zhe Huang aff001
Působiště autorů: School of Business Administration, Shenyang Pharmaceutical University, Shenyang, Liaoning, China aff001
Vyšlo v časopise: PLoS ONE 14(10)
Kategorie: Research Article
doi: 10.1371/journal.pone.0224369

Souhrn

With the development of economic globalization and information technology, enterprises pay more attention to the sustainable development of their e-commerce. Under this trend, we study the subsidy strategy commonly used by pharmaceutical e-commerce platforms in two-sided market. Based on the two-sided market theory, we set up the two-sided user's utility function and formulate the subsidy strategy as the decision of platform profit optimization. We show that the platform chooses to subsidize consumers only if the net income from consumer is lower than the total revenue of drug retailers and platforms in each transaction; the maximum profit for platform increases with the intensity of the network externality. This study provides theoretical support and decision-making suggestions for the pharmaceutical e-commerce platforms to capture the market share, obtain higher profits and ultimately achieve the sustainable development goal.

Klíčová slova:

Decision theory – Drug research and development – Drug users – Economics – Game theory – Internet – Pharmacoeconomics – Theoretical pharmacology


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2019 Číslo 10