双边市场视角下电子商务平台市场行为的研究

发布时间：2018-10-30 09:55

【摘要】：当今时代,在信息技术的兴起和科学知识的普及、发展的推动下,电子商务应运而生、蓬勃发展,它在市场经济中扮演着越来越重要的角色。和传统单边市场不同,电子商务平台能够同时为双边参与者——买方及卖方提供服务,并且一边参与者的数量影响着另一边用户对平台服务的需求。从交叉网络外部性和价格非中性结构出发的双边市场理论,为产业组织理论提供了新的研究视角和方法。双边市场理论是二十一世纪初才被提出来的,是产业组织理论中较前沿的理论。国内外目前主要研究双边市场的概念界定和一般特性。本文主要以电子商务平台为研究对象,分析其双边市场特性,并以双边市场的视角研究电子商务平台的竞争行为——价格竞争行为和纵向一体化行为。首先,本文对国内外双边市场的理论做了综述,并且介绍了双边市场视角下的电子商务平台。其次,本文基于双边市场视角,运用产业组织理论和博弈论的相关理论和方法,分析垄断型市场和双寡头市场在收取会员费和交易费时的情形。经研究表明:交叉网络外部性是影响价格结构的重要因素。通过分析得到:电子商务平台不论在垄断市场还是双寡头竞争市场上,都对具有强网络外部性的用户收取较高价格,对具有弱网络外部性的用户收取较低的价格,甚至对弱网络外部性用户给予补贴;双寡头市场中,在定价方面高质量的平台具有明显优势,它能制定高价并获得高额利润。最后,本文研究了电子商务平台的纵向一体化行为,分别构建了垄断性平台和竞争性平台纵向一体化的利润函数模型和双边用户效用函数模型,并结合电商平台的纵向一体化行为的案例,分析纵向一体化行为对双边市场中平台和两边用户决策的影响程度。通过对电子商务平台价格竞争行为和纵向一体化行为的分析,为电子商务平台之间的竞争和有关政府部门的规制政策提供理论参考。
[Abstract]:Nowadays, with the rise of information technology and the popularization of scientific knowledge, electronic commerce emerges as the times require and flourish, which plays a more and more important role in the market economy. Unlike traditional unilateral markets, e-commerce platforms can provide services to bilateral participants, both buyers and sellers, and the number of participants on one side affects the demand for platform services on the other. Two-sided market theory based on cross-network externality and non-neutral price structure provides a new perspective and method for industrial organization theory. Bilateral market theory, which was put forward in the early 21 century, is a frontier theory in industrial organization theory. At present, the concept and general characteristics of bilateral market are mainly studied at home and abroad. In this paper, the characteristics of e-commerce platform are analyzed, and the competitive behavior of E-commerce platform, price competition behavior and vertical integration behavior, are studied from the perspective of bilateral market. First of all, this paper summarizes the theory of bilateral market at home and abroad, and introduces the electronic commerce platform from the perspective of bilateral market. Secondly, based on the perspective of bilateral market, this paper analyzes the situation of monopoly market and duopoly market collecting membership fees and transaction time by using the theories and methods of industry organization theory and game theory. The research shows that the cross-network externality is an important factor affecting the price structure. Through analysis, it is concluded that e-commerce platforms charge higher prices for users with strong network externalities and lower prices for users with weak network externalities, regardless of whether they are in monopoly markets or duopoly competitive markets. Even to the weak network external users to give subsidies; In the duopoly market, a high-quality platform in pricing has obvious advantages, it can set high prices and make high profits. Finally, this paper studies the vertical integration behavior of e-commerce platform, and constructs profit function model and two-sided user utility function model of vertical integration of monopoly platform and competitive platform, respectively. Combined with the case of vertical integration behavior of e-commerce platform, this paper analyzes the influence of vertical integration behavior on the decision-making of platform and users on both sides of the bilateral market. Through the analysis of price competition behavior and vertical integration behavior of e-commerce platform, this paper provides a theoretical reference for the competition between e-commerce platforms and the regulation policies of relevant government departments.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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