考虑服务水平的共享制造平台盈利模式与定价研究
Research on Profit Model and Pricing of Shared Manufacturing Platform Considering Service Level

在新一代信息技术与制造业的融合发展的背景下，产生了共享制造这种新的生产模式，此模式依托平台来实现闲置生产资源的整合。但在运营过程中，平台一味改进服务水平造成了成本大幅增加，平台盈利能力大幅下滑。本文考虑了平台的服务水平，构建共享制造平台的注册制和交易制模型，讨论平台得到盈利模式和定价策略问题。研究发现：1) 注册制模式和交易制模式的最优利润水平和用户规模相同。2) 在注册制中，交叉网络外部性对双边用户的定价有正比和反比两种情况；交易制下，一方的交易费率与另一方的交叉网络外部性成反比关系。3) 注册制下，基础服务水平与定价为正比，增值服务水平与定价有持续增长和先减后增两种趋势；在交易制下，基础服务水平与定价无关，增值服务的提升与定价成正比关系。4) 用户交叉网络外部性和基础服务水平对平台利润成正比，增值服务水平对利润水平是反比关系。
Under the background of the integration and development of the new generation of information technology and manufacturing industry, a new production mode of shared manufacturing has come into being, which relies on the platform to realize the integration of idle production resources. However, in the process of operation, the platform blindly improves its service level, resulting in a substantial increase in cost and a sharp decline in platform profitability. This paper considers the service level of the platform, constructs the registration system and transaction system models of the shared manufacturing platform, and discusses the profit model and pricing strategy of the plat-form. The results show that: 1) The optimal profit level and the user scale of the registration system and the transaction system are the same. 2) In the registration system, cross-network externalities have direct and inverse effects on the pricing of bilateral users; under the transaction system, the transaction rate of one party is inversely proportional to the cross- network externalities of the other party. 3) Under the registration system, the basic service level is proportional to the pricing, and the value-added service level and pricing have two trends: continuous growth and first de-crease and then increase; Under the transaction system, the level of basic service has nothing to do with pricing, while the improvement of value-added service is in direct proportion to pricing. 4) Us-er cross-network externalities and basic service level are directly proportional to platform profits, while value-added service level is inversely proportional to profit level.