Author(s)

Qingfang Su

Corresponding Author

Qingfang Su

Abstract

China is deepening the development of a new economic form with “Internet plus” as its core idea. With the implementation of the Belt and Road Initiative, cross-border e-commerce platforms develop rapidly, and gradually become the unexpected winner in the e-commerce industry. It is of great practical significance to conduct in-depth research on the pricing behavior of cross-border e-commerce platforms. At the same time, cross-border e-commerce platforms are typical platform enterprises in the two-sided market. The increasingly perfect theory on two-sided market in the industrial organization economics can be used to study the pricing of cross-border e-commerce platforms. Based on the theory of two-sided markets, this paper builds models and analyzes the pricing behavior of cross-border e-commerce platforms, and tries to draw relevant conclusions and suggestions on the pricing strategy of cross-border e-commerce platforms

Keywords

Cross border e-commerce, Two-sided market, Pricing behavior