中文摘要：

随着网络零售的飞速发展,网络零售平台的竞争愈发激烈。基于双边平台理论,考虑网络外部性、用户部分多归属和平台服务差异性,构建双边用户的效用函数,得到了双边用户的规模。在此基础上,引入Hotelling模型,建立了网络零售平台的双边定价模型,得到了最优的定价策略的解析表达式。最后,通过解析方法和数值仿真方法分析了用户多归属和平台服务的差异性对网络零售平台双边定价策略的影响。

英文摘要：

With the rapid development of online retail,the competition of online retail platforms is increasingly fierce.According to the two-sided platform theory,the utility functions and use scale of two-sided uses are obtained,considering network externality,multi-homing users,and service differentiation.Based on the Hotelling model,the two-sided pricing models of online retail platforms are developed,with the optimal two-sided pricing policies obtained in closed-form expressions.Finally,the influences of multi-homing users and service differentiation on the optimal two-sided pricing policies are discussed by using the analytical approach and numerical simulation.