August 2023

Influencing factors for platform firm’s price strategy: Take the bankcard platform as examples in China

Taking the Bankcard platforms of 14 Chinese commercial banks from 2001 to 2022 as examples, we have developed an influencing factors model for the price strategy of platform enterprises. The results indicate that the cross-network external strength and unit switching cost of the platform enterprise do not have a significant effect on pricing from the consumer side. However, the endogenous value and unit cost of...

Author(s): Na Wang