Two- side Market 双边市场.ppt

1、,STRATEGIES FOR,TWO SIDE MARKETS,G5 group,What is the two-side markets,Challenge 1: Pricing the Platform,Challenge 2: Winner-Take-All Dynamics,Challenge 3: The Threat of Envelopment,Case Analysis,G5 group,What is the Two-Side Markets,G5 group,Development the same can be true for buyers when goods ar

2、e scarce.,In the face of strongly negative same-side network effects, platform providers should consider granting exclusive rights to a single user in each transaction category and extracting high rent for this concession.,6, Users brand value.,All users of two-side networks are not created equal. T

3、he participation of “marquee users” can be especially important for attracting participants to the other side of the network.,Challenge 2: Winner-Take-All Dynamics,G5 group,G5 group,Fighting strategy,To Choose,Hold the Market,Share with rivals,G5 group,STEP1: Know the Fighting condition,To Judge,Whe

4、ther the market is destined to be served by one platform,G5 group,Served by one platform condition,Multi-homing costs are high for at least one user side. Network effects are positive and strong-at least for the users on the side of the network with high multi homing costs. Neither sides users have

5、a strong preference for special features.,G5 group,Step 2: Winning the battle,1, At a Minimum Cost or Differentiation advantages,ATC0,ATC,MR,MC,D,Quality,Price,Q,C,C0,P,ATC,MR,MC,D,Quality,Price,Q,C,P,D1,P1,Minimum Cost,Differentiation advantages,G5 group,Step 2: Winning the battle,2, Platform provi

6、ders gain an edge when they have preexisting relationships with prospective,3, High expectations generate momentum in platform wars, so a reputation for past prowess helps a great deal,4,In a war of attrition, deep pockets matter,G5 group,ONE MORE THINGS .,G5 group,First mover not always decisive,St

7、rong pressure to amass users as quickly as possible,G5 group,Challenge 3,Threat of Envelopment,G5 group,What is it?,Real damage: Your platforms functionality just as part of a multiplatform bundle.,Many Differentiated easy entry price maker,Monopolistic Competition,G5 group,How to do?,1. Change busi

8、ness models.,Business model,Managing a platform builds system integration skills that can be exploited.,Benefit Leadership Strategy: higher C , much higher q and P,G5 group,How to do?,2. Find a “bigger brother.”,Found allies through partnerships,Total solution by vertical integration,Cost & Benefit

9、Leadership Strategy:,Higher q and P, lower cost due to larger scale,G5 group,How to do?,3. Sue: consider legal remedies by antitrust law.,Vigilance is crucial for a focused platform provider.,G5 group,Case Analysis,G5 group,Examples Of Two-Sided Networks,G5 group,CASE 1: CTRIP,G5 group,Subsidize to

10、consumer,Two factors,consumer sensitivity to price is high,consumer strongly demands quality,Charge to producer,Agency fees for hotel reservation,Agency fees for air ticket reservation,Tourism products agency fees,Corporate travel service fees,Online advertising fees,Low price hotel,Cheap flights ti

11、ckets,Cheap tours tickets,Hotel orders with cash coupons,Flights ticket orders with cash coupons,Points redeem,Pricing strategies,G5 group,Fighting strategies,Tourism products should pay for the agency fees,More consumer will bring scale value,All the platform are similar,The market will be served b

12、y one platform,Advantage,Hold the Market,First Mover,High expectations generate momentum,Deep pockets matter,G5 group,Enveloping strategies,Integrate the air tickers booking , hotel reservation and travel counseling businesses,CASE 2: WeChat Banking,G5 group,The New Way To Connect,G5 group,WeChat Fe

13、atures,G5 group,Bank,Individual customers,Platform,WeChat Banking,G5 group,Ability to capture cross-side network effects Achieve the cross-side network effects The real secret of success is not to buy the monetary fund The real secret of success is the application of technological innovation, customers can realize at the time of shopping as a automatic redemptions,User sensitivity to price In just four months, the scale broke the 100 billion Alipay users are very sensitive