Pricing strategy for cross-market two-sided platforms based on joint membership system

Taking the joint membership system carried out by two cross-market bilateral platforms as the background, this paper studies how to achieve the optimal cooperation between two cross-market platforms, and analyzes the various influences brought by platform differences. Considering two cross-market two-sided platforms with differences basic services, we establish a horizontal cooperation model for cross-market bilateral platforms based on the joint membership system. Taking cross-network externalities as the starting point of the research, we compare and analyze the platform strategies under decentralized decision making and joint centralized decision making to obtain the benchmark for joint membership cooperation. Finally, we propose a two-part pricing mechanism that can make joint membership cooperation achieve the best, and analyze the impact of basic service differences on platform pricing, user participation, platform profits and coordination mechanism.