网络外部性下B2B电子中介技术投资仿真研究

发布时间：2018-02-26 16:32

本文关键词： B2B电子中介投资决策网络外部性复杂适应系统 Swarm仿真　出处：《南京理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：在竞争日益激烈的B2B电子商务市场中,B2B电子中介的平台质量是影响用户规模和收益的重要因素。所以,B2B电子中介基于平台质量的技术投资决策问题直接关系到其市场竞争力。如何在不同的市场环境和用户特征影响下进行平台技术投资,成为B2B电子中介管理中至关重要的环节。针对B2B电子商务平台的市场竞争中,市场先入者具有转移成本优势而市场后入者具有信息技术成本下降优势的市场特征,考虑到因平台质量水平提高引起的可变投资成本的投资成本结构特征,本文构建了一个两寡头序贯进入的B2B电子中介信息技术投资的决策博弈模型,探讨了转移成本、信息技术成本下降以及用户质量和价值敏感等因素对B2B电子中介信息技术投资决策的影响。研究结果表明,转移成本的存在有利于市场先入者采取积极的增加投资的策略,提高平台质量并获取更高利润；而只有当用户的转移成本处于比较低的水平时,信息技术成本的随时间下降特征才有利于市场后入者采取积极的增加投资额的策略,提高自身平台质量并获取更高的利润。针对B2B电子中介提供的B2B电商平台服务具有的典型网络外部性特征,使用该平台的用户规模越大,用户使用获得的效用越高。在构建用户使用平台的效用函数时,考虑网络外部性对用户效用的影响。提取竞争市场中竞争双方的属性参数和行动规则,结合市场特征参数,构建网络外部性下的B2B电子中介技术投资的Swarm仿真系统。通过多次仿真实验,改变实验参数,探究网络外部性影响下,随着竞争双方平台质量的提高,竞争双方用户规模、使用价格和平台利润的变化。仿真结果表明网络外部性强度越高,市场先入者应积极提高其平台的质量水平以获取更多的市场份额,而市场后入者则应该采取保守性的投资决策,减少投资额防止因投资成本造成利润损失。
[Abstract]:In the increasingly competitive B2B e-commerce market, the platform quality of B2B electronic intermediary is an important factor affecting the scale and income of users. Therefore, the technology investment decision based on platform quality of B2B electronic intermediary is directly related to it. Market competitiveness. How to make platform technology investment under the influence of different market environment and user characteristics, In the market competition of B2B electronic commerce platform, the first entrant has the advantage of transferring cost and the latter has the advantage of decreasing the cost of information technology. Considering the investment cost structure characteristics of variable investment cost caused by the improvement of platform quality, this paper constructs a decision game model of information technology investment in B2B electronic intermediary, in which two oligarchs enter sequentially, and discusses the transfer cost. The impact of information technology cost decline and user quality and value sensitivity on information technology investment decision of B2B electronic intermediary. The results show that the existence of transfer cost is beneficial to the market entrant to take a positive strategy to increase investment. Improving the quality of the platform and making higher profits; and only when the transfer cost of the user is at a relatively low level, the decreasing characteristics of the information technology cost over time will benefit the post-market entrants to adopt a positive increase in investment strategy. To improve the quality of its own platform and achieve higher profits. For the typical network externalities of B2B e-commerce platform services provided by B2B electronic intermediaries, the larger the scale of users, the larger the number of users using the platform. When constructing the utility function of user using platform, the influence of network externality on user utility is considered. The attribute parameters and action rules of both sides in competitive market are extracted and combined with market characteristic parameters. The Swarm simulation system of B2B electronic intermediary technology investment under network externality is constructed. Through many simulation experiments, the experiment parameters are changed, and the scale of users of both competitors is explored under the influence of network externality, along with the improvement of platform quality of both competitors. The simulation results show that the higher the intensity of network externality, the higher the quality level of the platform should be. The latter should take conservative investment decision to reduce the investment to prevent the loss of profits caused by the investment cost.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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