具有双边市场特征的新平台发布策略

发布时间：2018-04-14 03:21

本文选题：平台企业 + 发布策略　；参考：《山东大学学报(理学版)》2017年09期

【摘要】：为提高新平台发布的市场绩效,研究了具有双边市场特征的新平台发布策略问题,构建了新平台的正式发布(F)和非正式发布(I)两种策略。建立双寡头竞争下新平台的对称发布策略(F-F、I-I)和非对称发布策略(F-I)的博弈模型,比较分析了双边用户单归属、一边用户单归属一边用户多归属以及双边用户多归属情形下新平台发布策略对平台企业竞争与绩效的影响。研究结果表明:当采用对称发布策略F-F时,若双边单归属或一边多归属,则平台服务水平提升或双边交叉网络外部性减弱有利于增加平台企业利润;若双边多归属,则平台服务水平提升或双边交叉网络外部性增强有利于增加平台企业利润。当采用对称发布策略I-I时,开发商初始规模较大的平台企业更具竞争优势。此外,在任何归属与发布策略情形下,I策略均表现为平台企业的占优策略。
[Abstract]:In order to improve the new platform to release the market performance, the new research platform is characterized by bilateral market release strategy, established officially released a new platform (F) and informal (I) released two strategies. To build a symmetric duopoly platform release strategy (F-F, I-I) and asymmetric (release strategy F-I) game model, a comparative analysis of the bilateral single user ownership, while users of single user multi homing and side effects attributable to bilateral user multi homing case new platform release strategy and performance of the enterprise competition platform. The results show that when using symmetric F-F release strategy, if the bilateral single or multi ownership side ownership is to enhance the level of bilateral cross platform service or network externalities weakened to increase corporate profits if bilateral platform; multi homing, platform services to enhance the level of bilateral or cross network externalities enhanced to increase the platform Corporate profits. When the symmetric publishing strategy I-I is applied, the developers' initial large scale platform enterprises have more competitive advantages. Moreover, under any attribution and release strategy, I strategy is a dominant strategy of the platform business.

【作者单位】：安徽工程大学管理工程学院;中国烟草总公司职工进修学院;
【基金】：国家自然科学基金资助项目(71671001) 安徽省哲学社科规划项目(AHSKY2016D13) 安徽省高校优秀青年人才支持计划重点项目(gxyq ZD2016115)
【分类号】：F274;F49

【相似文献】