基于协同效应影响的双边市场平台企业合作定价和效率研究

发布时间：2018-03-04 10:08

本文选题：双边市场　切入点：Salop模型　出处：《天津财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着科技信息技术的发展与互联网电子商务的广泛应用,双边市场在不断的发展壮大,其竞争也日趋激烈,双边市场平台间的合作比比皆是。平台企业之间不仅有横向合作也只有纵向合作。在这种合作中,既存在技术共享,又存在产品替代和竞争,产生1+12的协同效应。双边市场具有交叉网络外部性、价格非对称性的特点,使其的定价规则和效率判断与传统单边市场存在较大的差异。为探究平台横向合作的定价规则和效率,构建一个四寡头的Salop基准模型(多寡头圆周模型)。每个寡头分别连接买方和卖方,寡头在环形市场内进行价格竞争。首先探讨两平台在不参与合作时的均衡价格、用户规模、企业利润、消费者总剩余和社会福利。通过对模型的推导和计算,得出在不存在边际成本和固定成本的情况下,无合作时平台的均衡价格、用户规模、企业利润均只与用户间的交叉网络外部性相关,消费者总剩余和交叉网络外部性、平台差异性相关。考虑到平台间合作会增加用户保留效用,同时产生协同效应使得用户交叉网络外部性强度增加,此时参与合作平台用户的效用函数在基准模型的基础上加入保留效用改变和交叉网络外部性改变这两变量。在基准模型的基础上,假设其中任意两相邻平台进行合作,探讨合作后双边市场中平台企业的均衡价格、用户规模、企业利润、消费者总剩余和社会福利。得出保留效用改变和交叉网络外部性改变也会影响平台定价和效率。合作后平台均衡价格和平台利润均高于合作之前,但合作后的消费者剩余减少。但若能增加平台差异性,平台企业间的横向合作并不一定会影响社会福利。最后结合在线网络视频点播行业的最具影响力之一的横向合作案例——爱奇艺和PPS影音的合作,分析其合作前的市场状况、自身优劣势,验证了平台合作产生协同效应使得平台用户规模扩大、营业收入上升。根据研究结论,建议平台企业展开横向合作并采取差异化的竞争策略,管理当局对平台间横向合作的干预应该视情况而定,不能笼统的一刀切。
[Abstract]:With the development of science and technology information technology and the wide application of electronic commerce on the Internet, the bilateral market is constantly developing and expanding, and the competition is becoming more and more fierce. There is not only horizontal but also vertical cooperation between platform enterprises. In this kind of cooperation, there is not only technology sharing, but also product substitution and competition. Create 12 synergies. Bilateral markets are characterized by cross-network externalities and price asymmetries. In order to explore the pricing rules and efficiency of horizontal cooperation, the pricing rules and efficiency of the platform are different from those of the traditional unilateral market. A Salop benchmark model of four oligarchs (multiple oligopoly circle model) is constructed. Each oligarch connects the buyer and seller, and the oligarchs compete in the ring market. First, the equilibrium price and user size of the two platforms without participating in the cooperation are discussed. By deducing and calculating the model, the equilibrium price and user scale of the platform are obtained when there is no marginal cost and fixed cost. The profits of enterprises are only related to the cross-network externalities among users, the total surplus of consumers and the cross-network externalities, and the differences of platforms. At the same time, the synergistic effect increases the intensity of the user's cross-network externality. In this case, the utility function of the user participating in the cooperative platform adds two variables, the reserved utility change and the cross-network externality change, on the basis of the benchmark model. On the basis of the benchmark model, it is assumed that any of the two adjacent platforms cooperate. To discuss the equilibrium price, user scale, profit of the platform enterprise in the bilateral market after cooperation, Total consumer surplus and social welfare. It is concluded that the change of retention utility and cross-network externality will also affect the pricing and efficiency of the platform. The equilibrium price and profit of the platform after cooperation are both higher than those before the cooperation. However, the consumer surplus after the cooperation is reduced. However, if the platform differences can be increased, Horizontal cooperation among platform enterprises does not necessarily affect social welfare. Finally, with the cooperation of iqiyi and PPS, one of the most influential cases in the online VOD industry, the market situation before the cooperation is analyzed. The advantages and disadvantages of platform cooperation have proved that the cooperation of platform makes the scale of platform users expand and the operating income rise. According to the conclusion of the research, it is suggested that the platform enterprises should carry out horizontal cooperation and adopt differentiated competition strategy. Management intervention in horizontal cooperation between platforms should depend on the circumstances and not be one-size-fits-all.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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