中国外卖平台企业竞争行为研究

发布时间：2018-04-03 23:58

本文选题：外卖平台　切入点：双边市场　出处：《东北财经大学》2015年硕士论文

【摘要】：自从21世纪以来,互联网技术发展日趋成熟,互联网技术与传统产业相结合产生的新兴产业也越来越多；另一方面,在人们逐渐养成网购的用户体验下、移动支付的健全机制以及生活节奏的加快,互联网与传统餐饮业的结合使得外卖平台这一新兴产业应运而生。现阶段国内外卖平台产业正处于快速成长时期,市场规模越来越大,但是外卖平台在产业内竞争激烈,平台企业之间的“价格战”,甚至出现了类似于团购网站“百团大战”,很多外卖平台企业进入和退出这一领域。外卖平台企业之间相互竞争,但是外卖平台企业在市场进入之初采用低价进入策略,相互之间的“补贴战”、“价格战”不断,这不同于任何以往的传统产业的价格战；另一方面双边市场理论的出现,解释了许多传统经济学很多无法解释的经济现象,而外卖平台作为一个新兴产业,它本身也具有双边市场所具有的属性特征。本文首先介绍了外卖平台这一新兴产业的发展现状,介绍了国内外学者在平台经济及双边市场理论的研究与贡献,主要集中于平台企业的双边市场属性、定价模型、竞争行为以及差异化策略等方面研究。其次,介绍外卖平台的双边市场特征属性、市场格局,通过市场结构分析得出目前外卖平台市场处于寡头垄断市场,以寡头垄断和网络外部性为定价模型的前提假设。最后,通过对外卖平台的竞争行为经济学分析,主要以定价行为和非定价行为进行区分,包括市场进入策略、定价策略以及非定价策略,试图通过分析外卖平台企业定价机制与非定价的差异化等竞争行为,分析这些行为对餐饮消费者、外卖平台企业和餐饮供应商福利影响,试图对外卖平台整个产业健康有序发展有所借鉴意义。研究结果表明：首先,我国外卖平台市场时典型的双边市场,具有双边市场网络外部性、多归属、非对称定价以及需求互补等特征。外卖平台企业往往对消费者免费甚至补贴,而对餐饮商家收取费用。其次,通过运用传统产业组织市场结构界定方法,估计外卖平台的市场结构,得出目前外卖平台市场处于寡头垄断的市场结构。外卖平台进入行为,为了培养用户习惯,增强用户体验,往往采用补贴来快速的占领市场,同时市场领先者也往往采取补贴降价将潜在竞争者驱逐出该区域市场,融资是企业使用补贴背后重要支撑。从定价模型中得出外卖平台的同质化程度越高,企业市场支配势力越小,提高差异化是增强外卖平台合理有效的竞争策略。最后,论证了串谋行为在外卖平台寡头垄断市场的可行性,差异化的产品和服务能有效提高竞争力,通过差异化竞争策略增强转换成本,增强外卖平台的定价权,促进整个外卖平台产业从粗犷式从集约式良性化发展,望给予不同状态下的平台企业提出一些决策建议。
[Abstract]:Since the 21st century, the development of Internet technology has become more and more mature, and the combination of Internet technology and traditional industries has produced more and more new industries. On the other hand, with people gradually developing the experience of online shopping,With the sound mechanism of mobile payment and the quickening of life rhythm, the combination of Internet and traditional catering industry makes take-out platform a new industry emerge as the times require.At this stage, the domestic and foreign selling platform industry is in a period of rapid growth, and the market scale is getting larger and larger. However, the competition of take-out platforms in the industry is fierce, and the "price war" among platform enterprises has even appeared similar to the "hundred Troupe Wars" of group-buying websites.Many takeout platform enterprises enter and exit this field.Takeout platform enterprises compete with each other, but at the beginning of market entry, takeout platform enterprises adopt the strategy of low price entry, the "subsidy war" and "price war" between each other, which is different from any traditional industry in the past.On the other hand, the emergence of bilateral market theory explains many economic phenomena which cannot be explained in traditional economics. As a new industry, take-out platform has its own attributes of bilateral market.Firstly, this paper introduces the development status of take-out platform as a new industry, and introduces the research and contribution of domestic and foreign scholars in platform economy and bilateral market theory, mainly focusing on the bilateral market attributes and pricing models of platform enterprises.Research on competitive behavior and differentiation strategy.Secondly, this paper introduces the bilateral market characteristics and market pattern of take-out platform. Through the analysis of market structure, we conclude that the market of takeout platform is in oligopoly market, with oligopoly and network externality as the premise of pricing model.Finally, through the economic analysis of the competitive behavior of the external selling platform, it mainly distinguishes between the pricing behavior and the non-pricing behavior, including the market entry strategy, the pricing strategy and the non-pricing strategy.This paper attempts to analyze the effects of these behaviors on the welfare of catering consumers, take-out platform enterprises and food suppliers by analyzing the competitive behaviors of the take-out platform enterprises' pricing mechanism and non-pricing, etc.Try to sell the platform of the whole industry healthy and orderly development of reference significance.The results show that: firstly, the typical bilateral market in China's take-out platform market has the characteristics of network externality, multi-attribution, asymmetric pricing and complementary demand.Takeout platform enterprises tend to consumers free or even subsidies, and catering businesses charged fees.Secondly, by using the method of defining the market structure of traditional industrial organization, the paper estimates the market structure of take-out platform, and draws the conclusion that the market structure of take-out platform is oligopoly at present.In order to cultivate user habits and enhance the user experience, take-out platforms often use subsidies to quickly capture the market, while market leaders often use subsidies to reduce prices to expel potential competitors from the market in the region.Financing is an important support behind enterprise use subsidies.It is concluded from the pricing model that the higher the degree of homogenization of take-out platform and the smaller the dominant power of enterprise market, the more effective competitive strategy is to strengthen takeout platform by improving differentiation.Finally, the feasibility of collusion in the oligopoly market of take-out platform is demonstrated. The differentiated products and services can effectively improve the competitiveness, enhance the conversion cost and the pricing power of the take-out platform through the differentiated competition strategy.In order to promote the development of the whole take-out platform industry from the rough type to the intensive type, it is hoped that the platform enterprises under different conditions will be given some decision making suggestions.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F719.3

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