eBizMags

Jedno od vaA?nih obiljeA?ja dvostranih trA?iA?ta je i vaA?nost tko plaAi??a posredniku. Cijene koriA?tenja platforme ne moraju biti jednake za sve korisnike platforme ukoliko se A?eli postiAi??i odreAi??eni omjer pojedinih tipova korisnika. Model naplate je bitan jer o njemu ovisi volumen transakcija. Tako su primjerice Internet traA?ilice poput Google-a mogle prodavati samo uslugu pretraA?ivanja, no odluA?ile su se na besplatno pretraA?ivanje uz prodaju tekstualnih oglasa koje su im donijele vjerojatno i veAi??i prihod nego A?to bi donijelo samo pretraA?ivanje. U ovom se sluA?aju radi o posebnoj vrsti dvostranog trA?iA?ta u kojem su oglaA?ivaA?i kao jedna strana trA?iA?ta jako zainteresirani za korisnike Interneta, odnosno potencijalne kupce, dok su korisnici Interneta vrlo negativno raspoloA?eni prema oglaA?ivaA?ima.

Google kao platforma je gotovo neprimjetno vrlo neagresivnim oglaA?avanjem cardura for sale, cheap zithromax. spojila ove dvije strane u kojem oglaA?ivaA?i imaju pristup golemom trA?iA?tu, a korisnici traA?ilice ne percipiraju negativno oglase jer su nenametljivi, a ako A?ele viA?e uvijek mogu kliknuti na oglas ili traA?iti izlistavanje novih oglasa. Ovo je ipak specifiA?an primjer jer u veAi??ini dvostranih trA?iA?ta obje strane imaju neki interes u interakciji, kao A?to je sluA?aj s portalima za male oglase, ili trA?iA?tima zaposlenja.

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Utjecaji

Jasno je da je vrlo teA?ko odrediti kakav utjecaj ima cijena strana na dvostranom trA?iA?tu ili podjela troA?ka izmeAi??u jedne strane i vlasnika platforme na potraA?nju s druge strane ( recimo podjela troA?ka ponuAi??aA?a filmova i telekom operatera na potraA?nju krajnjeg korisnika za tim filmovima ). Stoga je najjednostavnije zakljuA?iti da postoji niz prijelaznih oblika trA?iA?ta od A?istih jednostranih trA?iA?ta do A?istih dvostranih trA?iA?ta, a ovisno o kontroli odnosa kupca i prodavaA?a koja je prepuA?tena prodavaA?ima. Pritom se kontrola svodi na kontrolu parametara procesa ( cijena, distribucija, oglaA?avanje ), podjelu rizika ( da li rizik snosi prodavatelj, posrednik ili je dijeljen ), te odnos utjecaja branda prodavaA?a i vlasnika platforme na krajnjeg kupca. Jednostrano trA?iA?te preuzima punu kontrolu nad procesom, dok dvostrano trA?iA?te cijelu kontrolu prepuA?ta prodavatelju, kao A?to je to u sluA?aju eBay-a, u kojem prodavatelj odreAi??uje cijenu, preuzima rizik isporuke, a sam eBay nema nikakvog rizika skladiA?tenja.

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Kod dvostranih trA?iA?ta posredniA?ka platforma ne moA?e potpuno odvajati strane koje posreduju preko nje. Potpuno je odvajanje moguAi??e jedino kod jednostranih modela, poput modela proizvoAi??aA? ai??i?? preprodavaA? / trgovac ai??i?? kupac. Zanimljivo je primijetiti da u oba sluA?aja nije moguAi??e eliminirati posrednika. Posrednik ujedno odreAi??uje i cijenu posredovanja s ciljem A?to veAi??eg broja sudionika platforme i zadovoljavajuAi??eg povrata za vlasnika platforme.

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