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IAER Seminar 2021-15:王大中

报告题目:Optimal Payment Methods of Platform Position Auctions

报 告 人:王大中

报告时间: 2021年12月17日(周五)15:30-17:00

报告地点:腾讯会议(会议ID:169 922 724)

主辦單位:高等經濟研究院

【報告人簡介】

王大中,南京大學經濟學院助理教授,經濟學博士、管理學博士後。博士畢業于上海財經大學。研究領域涵蓋互聯網與數字經濟、創新經濟學、機制設計等。曾在《經濟研究》、《管理科學學報》、《金融研究》、Journal of Mathematical Economics, Social Choice and Welfare, Economics Letters, Mathematical Social Sciences, Journal of Mechanism and Institution Design 等国内外重要学术刊物发表文章,被中国社会科学文摘、人大复印报刊资料等转载。主持国家自然科学基金(青年项目)、教育部人文社会科學研究青年项目等国家及省部级课题多项。

【內容摘要】

In the platform economy, positions are very important network resources. Thus, how to effectively allocate positions is an important issue to promote sustainable development of platform economy. From the perspective of platform’s revenue maximization, this paper studies the choice of auction payment method. First, based on the generalized second price auction mechanism (GSP mechanism) which is widely used in practice, this paper analyzes the seller's equilibrium bidding strategies under “pay-per-click” (PPC), “payment per transaction with fixed payment” (PPTF), and “pay per transaction with revenue-sharing” (PPTS), respectively. Then compares these three payment methods in terms of three criteria: expected revenue of platform, expected payoff of the sellers, as well as the allocative efficiency. It shows that the PPTS brings the highest expected revenue to the platform, followed by the PPTF and then is the PPC. In terms of the seller’s expected payoff, the PPC yields the most, and then is the PPTF, while the PPTS generate the least. When it comes to allocative efficiency, both the PPTF and the PPTS are more efficient than the PPC. This study could provide theoretical reference for the design of position auction mechanism in platform economy.

【參會方式】

腾讯会议  会议ID:169 922 724

方式一:下載“騰訊會議”客戶端,輸入“會議ID”加入會議

方式二:點擊參會鏈接加入會議

https://meeting.tencent.com/dm/VfRguCvGMhfE

【更多信息】

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撰稿:高姝涵 審核:齊鷹飛 單位:高等經濟研究院

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