项目名称: 基于动态交易网络的第三方支付平台扩散建模和竞争策略研究
项目编号: No.71271193
项目类型: 面上项目
立项/批准年度: 2013
项目学科: 管理科学
项目作者: 段文奇
作者单位: 浙江师范大学
项目金额: 55万元
中文摘要: 第三方支付牌照的发放和央行监管办法的出台,为第三方支付产业的规范和发展提供了法律和制度保证。为促进该产业发展,需要深入研究第三方支付平台的演化和发展规律,为平台企业提供制定竞争策略的方法支持。本项目基于动态交易网络视角,实证研究交叉网络效应、潮流和口碑效应,构建测度网络结构和平台收益的指标体系和方法;运用机器学习算法推断交易网络的演化机制;运用复杂网络方法构建反映第三方支付平台演化机理的扩散模型,并应用交易网络和扩散数据对模型进行验证;基于扩散模型提出平台成功概率的早期预测方法;从交易网络优化控制视角构建平台竞争性扩散模型,并提出平台动态定价方法、广告投放策略和多服务捆绑定价方法;基于交易网络的动态演化特征构建关键用户挖掘策略。本项目在集成框架下研究第三方支付平台的交叉网络效应、用户采用行为、交易网络结构、扩散模式和企业策略,为金融创新扩散、复杂经济网络、双边平台领域的融合研究开辟新途径。
中文关键词: 双边平台;第三方支付;商业生态系统;竞争策略;创新扩散
英文摘要: The central bank of China had issued the third-party payment licenses and introduced regulatory measures, which provides the legal and institutional guarantees for the specification and development of the third-party payment industry. To promote the development and prosperous of that industry, it is necessary to in-depth study the evolution and development regularities of third-party payment platforms, and provide methods to support competitive strategies making for platform enterprises. This project, based on dynamic transaction network perspective, empirically studying cross-network effects, bandwagon effects and word of mouth effects, building the measurements and computational methods for network structure and platform revenue; using machine learning algorithms to infer the evolution mechanisms of transaction networks; constructing diffusion model to reflect evolution mechanisms of the third-party payment platform with complex network methods, and applying the transaction networks and diffusion data to validate the proposed model; proposing early prediction method for platform success probability based on the proposed diffusion model; building competitive platform diffusion model from the perspective of optimizing and controlling transaction networks, and proposing platform dynamic pricing methods, advert
英文关键词: two-sided platform;third-party payment;business ecosystem;competition strategy;innovation diffusion