Application of Game Theory Analysis in E-commerce Platform Pricing

Abstract

The impact of pricing strategy on the profitability of e-commerce platform is studied. First of all, based on the e-commerce platform, considering the interests of the platform, the seller and the buyer in the transaction process, it is of practical and theoretical significance to explore the strategic choice of e-commerce platform pricing from the perspective of game theory. Then, through research, it is found that the operation of the e-commerce platform has distinct life cycle characteristics, that is, the initial use of various subsidy strategies to attract the entry of sellers and buyers, and the medium-term use of asymmetric pricing strategies combined with external response and demand elasticity to ensure the effectiveness of the platform. Finally, when formulating pricing strategies, e-commerce platforms should actively implement the strategy of market-oriented operation, reduce the intervention of sellers and buyers, and ensure the stable development of e-commerce platforms.