Applying the theories of complex network and entropy measurement to the market, the two-sided market structure is analyzed in constructing the O2O platform transaction on the entropy measurement of the nodes and links. Market structure entropy (MSE) is initially introduced to measure the consistency degree of the individuals and the groups in the O2O market, according to the interaction in the profits, the time/space, and the information relationship. Considering that the market structure entropies are changing upward or downward, MSE is used to judge the consistency degree between the individuals and the groups. Respectively, considering the scale, the cost and the value dimensions, MSE is expanded to explain the market quality entropy, the market time-effect entropy, and the market capacity entropy.MSE provides a methodology in studying the O2O platform transaction and gives the quantitative index in the evaluation of the O2O market state.

中文翻译：

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如何衡量双边市场

将复杂网络理论和熵度量理论应用到市场中，分析了构建O2O平台交易中节点和环节熵度量的双向市场结构。最初引入市场结构熵（MSE），根据利润、时间/空间、信息关系的交互作用，衡量O2O市场中个体和群体的一致性程度。考虑到市场结构熵是向上或向下变化的，MSE用于判断个体与群体之间的一致性程度。分别考虑规模、成本和价值维度，扩展MSE解释市场质量熵、市场时效熵和市场容量熵。