Abstract: By setting up a monopoly platform model and a competitive platform model, this paper introduces the externality of the negative intra-group network into the market pricing model of bilateral platform to study the pricing strategy of bilateral platform under the combined action of the externality of negative intra-group network and the externality of positive inter-group network. The results show that the users’ negative intra-group network externality and positive inter-group network externality have an opposite direction of impact on the pricing strategy of bilateral platform, and that the strength of impact depends on the strength of the two types of externalities.

Key words: externality of negative intra-group network; bilateral platform; pricing strategy