双边平台拓展用户基础的策略研究

发布时间：2018-01-28 10:05

本文关键词： 双边市场用户基础互联互通平台兼并捆绑销售　出处：《山西大学》2017年博士论文　论文类型：学位论文

【摘要】：随着信息技术和互联网技术的发展,现实经济生活中广泛存在着这样一类平台企业,它们向两边用户提供产品或服务,并促使两边用户在平台上实现交易,这样的平台称为“双边平台”,形成的市场称为“双边市场”。该市场型态在现实生活中普遍存在,如运行搜索引擎的Google、发展网络购物的淘宝网、开展人际交往的Facebook、运营电子支付的支付宝以及与人们生活息息相关的移动通信、媒体平台等新经济产业,双边市场已在现代经济系统中占据重要地位。通过对双边市场理论进行细致的研究,可以进一步完善与丰富产业组织理论,并为双边平台企业制定恰当的商业发展策略提供理论参考。因而,具有重要的理论意义和现实指导价值。目前,国内外有关双边市场的文献对双边平台的定价方式、竞争策略以及具体平台产业的定价问题已经做了相当的研究。在双边市场中,由于平台两边用户间存在交叉网络外部性,某一边的用户数量越多,就会吸引另一边用户的数量增加。因而,平台若想获得显著的网络效应,拓展用户基础是双边平台需要解决的重要问题。而随着双边或多边平台产业的发展,同类平台的用户网络常会出现交叉、重叠,平台之间便形成了直接争夺用户的竞争。虽然采取一定的价格策略,如对两边用户进行适当的价格补贴,是平衡两边用户基础的有效策略,但价格竞争,不仅不利于整个行业的有序发展,而且由于平台服务层次的不断提高,成本逐渐增加,实施低价可能会加大平台的运营风险。因此,本文讨论双边平台拓展用户基础不同于价格策略的方面。由于需求方规模经济的存在,产业间的平台企业不再局限于价格竞争,而是采取通过扩大平台服务范围的策略如互联互通、兼并以及捆绑销售来拓展用户,即不仅服务本平台的用户而且服务竞争平台的用户,使得平台扩大了对所服务用户的覆盖面,可增加平台的影响力,提升平台的知名度,进而能够吸引更多的用户加入平台进行交易,提高自身竞争优势拓展市场。那么,这些扩大平台服务范围的策略必然能提高平台的收益吗?这将会给用户、厂商、平台企业乃至社会带来什么影响?目前对这方面的相关研究较少且不够系统,仍需进一步深入地探索和分析。本研究运用博弈论、管理学及产业经济学等相关理论工具,针对双边平台采取通过扩大平台服务范围来拓展用户基础的三种主要策略,即互联互通、兼并及捆绑销售,并以扩大平台服务范围的大小为研究主线,依次对其展开深入地剖析。首先,对双边市场中的相关重要概念进行了界定,细致阐述了双边市场与传统单边市场的差别,然后对双边市场的基本理论内容进行了系统的梳理,分析总结了目前国内外关于双边市场理论的研究现状,并指出现有研究中存在的不足。在此基础上,提出了本文所需要解决的主要问题和研究框架。其次,针对本文所要研究的主要问题,即双边平台拓展用户基础所采取的三种主要策略,并以扩大平台服务范围的大小为研究主线,分别对其进行具体分析。在双寡头平台竞争且技术水平存在差异的情形下,考察技术创新对双边平台互联互通的影响,研究发现,高技术平台对两边用户的定价高于低技术平台,且获得较高的平台利润。两平台互联,当平台间的技术水平存在显著差异时,两平台利润较无互联时均增加,因而平台间有互联互通的动机。当低技术平台进行技术创新时,增加了其两边的用户规模和平台利润,而高技术平台的用户规模和利润减少,逐渐减弱了平台间互联互通的激励。技术水平密切相近的竞争平台间是不太可能进行互联的,但可容纳新进入平台进入市场。接着,构建了一个博弈模型,分析双边平台分别在纵向兼并和横向兼并下的定价机制问题,并对不同情形下所得的均衡解进行了比较分析。结果表明,横向兼并下互补品提供商对消费者的定价最高,纵向兼并下最低。而平台对消费者的接入定价与网络外部性的强度有关。纵向兼并下平台利润最高,从而两平台具有纵向兼并的动机。随后,对双边平台拓展用户基础所采取的另一策略——捆绑销售进行研究,在用户部分多归属的条件下,讨论双边平台采取捆绑销售策略对平台定价及社会福利的影响,研究发现,平台采取捆绑销售策略对买方实施隐性的价格补贴,可以提高平台两边的用户规模和平台利润,当隐性补贴较小时,混合捆绑较纯捆绑更增加了平台利润,而纯捆绑较混合捆绑更有利于提高整个社会福利且具有排他作用。最后,将上述一般性理论研究应用到具体的平台运营实践——电子商务网络购物平台,在阐述了网络购物平台发展进程及分析其双边市场特征的基础上,利用所研究理论对该产业拓展用户基础的策略进行了分析,考察这些策略对网络购物平台企业之间的竞争会带来怎样的影响,验证之前几章所得出的理论结论。
[Abstract]:With the rapid development of information technology and Internet technology, widely exists in the realistic economic life there is a kind of platform for enterprises, they provide products or services to both sides, and to promote the realization of both sides of the user transactions on the platform, such a platform called "bilateral platform", the market is called the "two-sided market. The market structure exists in real life, such as the operation of search engine Google, the development of online shopping taobao.com, the development of interpersonal Facebook, the operation of electronic payment and Alipay mobile communication with the people's lives, media platforms and other new economic industry, bilateral market has played an important role in the modern economic system. Through detailed study on the theory of two-sided markets, we can further improve and enrich the theory of industrial organization, and to provide a theoretical platform for enterprise development strategy for bilateral business right Reference. So it has important theoretical significance and practical guiding value. At present, domestic and foreign literature on two-sided market pricing on bilateral platform, pricing competition strategy and platform specific industry have made considerable research. In the bilateral market, due to the existence of cross network externalities between users, more users on both sides of the platform. The number one side, the number of users will be attracted to the other side of the increase. Therefore, if you want to get the platform network effect, expand the user base is an important problem in bilateral platform need to be solved. With the development of bilateral or multilateral platform industry, similar platform network users often overlap, cross platform between forms direct competition for users. Although some pricing strategies, such as appropriate price subsidies on both sides of the user, the user base is balanced on both sides of effective strategies, but The price competition is not conducive to the orderly development of the whole industry, and constantly improve the level of the service platform, the cost increase gradually, the implementation of low-cost may increase the risk of the operation of the platform. Therefore, this paper discusses the bilateral platform to expand the user base is different from the price strategy. Due to the demand side economies of scale exist, inter industry platform of enterprise no longer limited to the price competition, but by expanding the scope of services platform adopt strategies such as interconnection, mergers and bundling to expand the user, the user is not only service platform and service platform for competition users, so that the platform to expand the service coverage of the user, can increase the influence on the platform, to enhance the visibility of the platform then, to attract more users to join the trading platform, to enhance the competitive advantage of expanding the market. Then, the extended service platform fan The strategy will necessarily enhance platform revenue? This will give users, manufacturers, what is the impact of platform of enterprise and society? At present less relevant research on this aspect and insufficient, still need further exploration and analysis. This research uses the game theory and industrial economics, management science and other related theoretical tools, take the three main strategies by expanding the scope of service platform to expand the user base for bilateral platform, namely interconnection, mergers and bundling, and to expand the scope of the size of the service platform as the main line, followed by its in-depth analysis. First, the definition of some important concepts in the bilateral market, are discussed in detail bilateral market and traditional market differences, then the content of the basic theory of the two-sided market systematically analyzed and summarized at home and abroad on the theory of two-sided market The research status, and points out the shortcomings in the study. On this basis, put forward the main problems and research framework of this article needs to solve. Secondly, aiming at the main problem of this paper is to study the three main strategies that bilateral platform to expand the user base, and to expand the scope of the size of the service platform as the main line, respectively, carry on the concrete analysis. In the duopoly competition platform and different technology level under the condition of impact, the investigation of the technology innovation of bilateral platform interoperability research found that high technology platform on both sides of users is higher than the low pricing technology platform, and obtain higher profits. Platform two platform of Internet. When there are significant differences between the level of technology platform, increased two compared with non profit platform interconnection, and platform interoperability motivation. When technology innovation low technology platform, increased The two sides of the user scale and the profit of the platform, and high technology platform user scale and profits, gradually weakened the interoperability between platforms. The technical level is closely similar to the incentive competition between platforms is unlikely to be interconnected, but can accommodate new entrants into the market platform. Then, constructs a game model. Analysis of bilateral platform pricing mechanism in vertical mergers and horizontal mergers under the problem of income and the different circumstances of the equilibrium solution are compared and analyzed. The results show that horizontal mergers under the complementary goods providers to consumer pricing is the highest, the lowest vertical merger. The platform for consumers to access pricing and network externality intensity the vertical merger under the platform. The highest profit, which has two platform vertical merger motives. Then, another strategy of bilateral platform expanding user base in the bundling Study on condition of multi homing user part, to discuss bilateral platform to take effect, bundling strategies on platform pricing and social welfare research found that the platform adopts the bundling strategy implementation of the implicit price subsidy to the buyer, on both sides of the platform can improve the user scale and the profit of the platform, when the implicit subsidy is small, the binding is mixed pure bundling increased platform profits, while the pure binding is mixed bundling is more conducive to improving the welfare of the whole society and has exclusive role. Finally, the general application of theory to the concrete platform operation practice -- e-commerce online shopping platform, based on expounding the process of the development of online shopping platform and analyze the bilateral market characteristics on the use of theory to analyze the industry to expand the user base strategy, examine these strategies on the online shopping platform for enterprises How the competition will bring about the impact of the previous chapters to verify the theoretical conclusions.

【学位授予单位】：山西大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F274

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