基于双边市场的平台纵向一体化策略研究

发布时间：2018-08-11 13:24

【摘要】：双边平台具有网络外部性、不对称定价、用户多归属等双边市场所特有的特征,这些特征使得双边平台的竞争模式与传统企业有所区别,平台用户数量是平台企业的主要竞争目标。但用户选择受需求偏好、卖方用户的经营规模、平台定价等因素的影响,这些因素使得用户决策的不确定性增加,容易造成用户流失,进而影响平台竞争优势。因此本文的目的是通过研究双边平台发展策略来吸引和维持用户,为平台发展提供思路,帮助其选择适合的竞争策略,以实现效用最大化,提高竞争优势。本文主要运用双边市场理论来对寡头平台竞争问题进行研究。模型分析中将双边市场的典型特征-网络外部性作为主要变量。主要分析了在双边市场中寡头平台采取纵向一体化的动机及平台实施纵向一体化前后平台利润和用户数量的变化。同时分析了平台双边用户如何根据自己效用最大化来选择加入哪个平台进行交易。研究结果表明,实施了纵向一体化策略的平台不管在利润还是用户数量上均优于未实施纵向一体化策略的平台,这是因为平台实施纵向一体化后一部分卖方用户被锁定在该平台,在网络外部性的作用下用户数量较以前增加,更多的用户会转移到纵向一体化平台进行交易。因此,纵向一体化平台就在竞争中获得更多用户和更高的利润,竞争优势也凸显出来。
[Abstract]:The bilateral platform is characterized by network externality, asymmetric pricing, multiple user ownership and so on. These characteristics make the competition mode of bilateral platform different from that of traditional enterprises. The number of platform users is the main competition target of platform enterprises. However, the choice of users is influenced by the demand preference, the scale of the seller's operation, the pricing of the platform, and so on. These factors make the uncertainty of the user's decision increase, and easily lead to the loss of users, and then affect the competitive advantage of the platform. Therefore, the purpose of this paper is to attract and maintain users through the research of bilateral platform development strategies, to provide ideas for platform development, to help them to choose suitable competitive strategies, in order to maximize utility and improve competitive advantage. This article mainly uses the bilateral market theory to carry on the research to the oligopoly platform competition problem. In the model analysis, the typical feature of bilateral market, network externality, is taken as the main variable. This paper mainly analyzes the motivation of adopting vertical integration of oligopoly platform in bilateral market and the changes of platform profit and number of users before and after the implementation of vertical integration. At the same time, it analyzes how the bilateral users of the platform choose which platform to trade according to their own utility maximization. The results show that the platform with vertical integration strategy is superior to the platform without vertical integration strategy in terms of profit and number of users. This is because after the vertical integration of the platform, some of the seller users are locked in the platform, and the number of users increases under the effect of network externality, and more users will move to the vertical integration platform for transaction. Therefore, vertical integration platform in the competition to obtain more users and higher profits, the competitive advantage is also highlighted.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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