Affiliation:
1. St. Petersburg University of Management Technologies and Economics; National Research University Higher School of Economics
Abstract
Aim. The presented study aims to develop recommendations aimed at optimizing the entrepreneurial activity of a marketplace.Tasks. The author briefly describes the functioning of a marketplace; justifies the classification of the marketplace as a two-way platform; identifies and formalizes platform management tools; determines approaches to pricing; substantiates the need to choose different strategies depending on the stage of the marketplace lifecycle.Methods. Based on the performed analysis, the author uses Tirol and Roche's basic model of bilateral platforms, the concepts of subsidized pricing and price discrimination in combination with the basic methodological approaches of entrepreneurship theory.Results. Additions are made to the definition of the concept of marketplace, and the viability of considering it as a bilateral platform is substantiated. The study highlights and formalizes business management tools in the bilateral market, identifies the most effective approaches to pricing and substantiates the need to apply different strategies at different stages of the marketplace lifecycle. The author develops recommendations aimed at optimizing the entrepreneurial activity of the marketplace.Conclusions. Marketplace is actually a bilateral platform. At different stages of its lifecycle, different strategies are needed to optimize different indicators. It seems appropriate to use a subsidized pricing model.
Publisher
Saint-Petersburg University of Management Technologies and Economics - UMTE
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