基于双边市场理论的B2C开放平台行为策略研究

发布时间：2018-01-13 00:32

本文关键词：基于双边市场理论的B2C开放平台行为策略研究　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,我国的电子商务行业持续保持高速增长,探其发展模式的变化可见,从起初的传统B2C模式——自营型或平台型,到近几年出现的自营B2C平台实行平台开放策略,引入第三方商户,以达到降低仓储成本、增加商品类目完整性、满足消费者多样化需求的目的。与传统自营型B2C平台相比,这类B2C开放平台的策略更有利于平台企业借助第三方商户的力量将自己做大做强,并可实现平台企业、消费者以及第三方商户三者之间的互利互惠；与平台型B2C和C2C平台相比,B2C开放平台因依托其自建的线上平台和物流系统而有更高的可靠性,从而拥有更好的消费者粘性。在国内外学术界,双边市场理论作为经济学的核心课题之一,对许多行业都具有一定的指导意义,特别是银行卡、中介、大型超市、电子商务等行业。其中关于电子商务开放平台的行为策略,以及B2C、C2C企业的平台利润和社会福利等问题,学者们均展开了较为丰富的研究,而对于电商平台将“自营”与“第三方开放平台”相混合的研究却是鲜有提及。因此,本文以双边市场理论为基础,深入探究这一类混合型B2C开放平台行为策略,将具有重要的理论意义。本文从国内外文献的学习入手,首先对双边市场的定义和特征做详细梳理,然后分析开放平台相对于传统双边市场模型的差异点,再基于垄断和双寡头竞争两种环境下,通过建模的方式探讨混合型B2C开放平台在行为策略选择方面的影响因素,特别是平台的定价和服务差异化两方面,并将其与传统B2C平台(自营型和平台型平台)的平台利润、用户规模、最优定价等作对比分析,研究过程中选取京东商城作为建立开放平台模型的参考,因此,本文也具有一定的现实指导意义。本研究以Armstrong对垄断平台和双寡头竞争平台的研究为基础,并借鉴霍特林模型,对垄断条件和双寡头竞争条件下的混合型B2C开放平台分别进行了讨论,得到了混合型B2C垄断平台在利润最大化时,平台对第三方商户的定价高于传统平台型B2C的定价,并且混合型平台对消费者实行的是补贴政策而非收费；而当混合型B2C平台实行差异化服务的策略时,其平台总利润高于单一服务质量的平台；在“混合型一混合型”的双寡头竞争环境下,平台的定价与服务成本、用户差异化程度成正比,与交叉网络外部性成反比,并且混合型B2C开放平台的最优定价高于同等条件下传统B2C平台。
[Abstract]:In recent years , our country ' s e - commerce industry is continuously maintaining high - speed growth , exploring its development pattern , from the beginning of the traditional B - C mode , the self - operated type or the platform type , to the self - employed 2C platform in recent years , introducing third - party merchants , so as to reduce the storage cost , increase the commodity category integrity and meet the diversified needs of consumers . Compared with the traditional self - operated B - 2C platform , the strategy of this kind of open platform is more beneficial to the mutual benefit of the platform enterprise , the consumer and the third - party merchant . Compared with the platform - type B - C and C2C platforms , the BC2 open platform has higher reliability due to the self - built online platform and the logistics system , thereby having better consumer viscosity . As one of the core topics of economics , bilateral market theory has certain guiding significance to many industries , especially bank card , intermediary , big supermarket , e - commerce and so on . In this paper , the definition and characteristics of the bilateral market are analyzed in detail from the study of domestic and foreign literatures , then the influence factors of the open platform relative to the traditional bilateral market model are analyzed , and the influence factors , especially the platform pricing and service differentiation , are discussed by means of modeling . On the basis of Armstrong ' s research on the monopoly platform and the double oligopolistic competition platform , this paper discusses the mixed C 2 C open platform under the conditions of monopoly condition and double oligopolistic competition . The pricing of the platform to the third party merchant is higher than that of the traditional platform .

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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