Pricing Strategies of MOSNS Platform Based on the Theory of Two-Sided Markets

Nowadays, MOSNS becomes the most popular and hot topic in E-business, it puts social network into E-business value chain, utilizing social capital for marketing. This paper studies the self-network externalities of two groups and the cross-group externalities between users of two groups on MOSNS platform´s competitive strategies. The research finds the optimal price which platform charges from customers is negative correlation with customers´ self-network externalities, cross-group externalities of customers to retailers and probability of UGC generated by customers. The optimal price of retailers is negative correlation with the cross-group externalities of retailers to customers, and is positive correlation with the self-network externalities of retailers. Finally, some policy suggestions are given to optimize the social commerce platform competitive strategies.