pricing strategies
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2022 ◽  
Vol 2022 ◽  
pp. 1-14
Rong Zhang ◽  
Ying Xu ◽  
Bin Liu

This paper investigates a supply chain consisting of the monopoly live broadcast platform, content producers, and consumers. Based on the two-sided market theory, the platform’s pricing strategies and their analysis are considered under the registration system and the transaction system. Firstly, it shows that platform users’ scale and profit are positively correlated with the intergroup network externality from both sides and the intragroup network externality inside the consumer group and negatively correlated with the intragroup network externality inside the content producer group. Secondly, the platform profit, registration fee charged to content producers, and transaction fee charged to consumers are negatively correlated to the content production cost and positively related to consumers’ content quality sensitivity coefficient. When consumers are more sensitive to content quality, they are positively correlated to content quality. Finally, the registration fee charged by the platform to consumers is positively correlated with the content production cost, negatively correlated with the content quality level, and positively associated with the consumer content quality sensitivity coefficient.

2022 ◽  
Vol 21 (1) ◽  
pp. 34-42
Ayu Lestari ◽  
Nuri Aslami

The purpose of this article is to determine the behavior of insurance consumers towards purchasing decisions on insurance products. Both in terms of types of consumer behavior, decision-making processes, the benefits of studying consumer behavior, consumer perceptions .What products are currently needed by prospective customers. In Insurance, it is very important to know about the marketing mix, which refers to a unique blend of product, distribution, promotion and pricing strategies designed to generate mutually beneficial exchanges.Satisfied with the target market. The marketing mix consists of 4Ps, namely, product, price, place.  Keywords: Consumer behavior, purchasing decisions, insurance

2022 ◽  
pp. 135481662110642
Usamah F Alfarhan ◽  
Hossein Olya ◽  
Khaldoon Nusair

This research advances the current knowledge of tourism expenditure by adapting a new analytical approach to understand expenditure differentials along their conditional distributions, based on multiple segmentation criteria. Using data from survey and secondary sources, we approximate tourists’ required utilities via prosperity at their countries of residence, a macro-level criterion, and individual-travel aspirations, a micro-level criterion. Subsequently, expenditure differentials between more and less prosperous/aspired tourists are decomposed into two components. First, group differences in expenditure covariates that represent tourists’ relative consumption behaviors and, second, differences in the estimated returns to those covariates, measuring potential third-degree price discrimination. Our results guide policy makers in the tourism industry to develop pricing strategies capable of generating mark-ups within all viable segmentations.

2022 ◽  
pp. 1-1
Aastha Kapoor ◽  
Viresh Patel ◽  
Ankush Sharma ◽  
Abheejeet Mohapatra

With the development of the two-sided market, many platform enterprises classify their users into different types and cooperate with them with different strategies. The extant literature mainly explores the pricing and investment decisions for the platform, but pays little attention to the classification of sellers when making decisions. This paper investigates the investment of value-added service and pricing strategies for an e-commerce platform with competing sellers. Specifically, this paper considers a two-sided platform that is composed of an e-commerce platform, buyers and sellers. Sellers with high performance requirement and with low performance requirement compete for the buyers in the platform. This paper assumes that each buyer will choose the sellers’ type immediately after entering the platform and buy a unit of product in the platform. Through theoretical analysis the authors show that, the platform will gain more profits by investing in value-added services for type-A sellers and it will obtain the optimal profit when the transaction fee is moderate.

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