移动互联网产业链上企业合作的定价策略及福利变化

发布时间：2018-02-02 16:27

本文关键词： 移动互联网互联网+ 双边市场产业联盟定价策略　出处：《产经评论》2017年02期 　论文类型：期刊论文

【摘要】：传统互联网企业面临着公司市值快速萎缩、移动设备制造商传统渠道销售量急剧下跌等困境,应发展趋势而生的"互联网+"商业模式是产业崭新的竞争制高点,传统互联网企业与移动设备制造商通过平台增长形成新的商业生态系统。基于双边市场理论,分析在单一垄断互联网企业情形下互联网企业与移动设备制造商采取纵向一体化、纵向分离策略的定价行为;探讨在双寡头互联网企业情形下互联网企业与移动设备制造商同时采取纵向一体化、纵向分离以及分别采取差异化策略的定价行为。结果表明,互联网企业与移动设备制造商进行合作可以有效解决交叉网络外部性"内生化"的问题,有利于扩大互联网企业和移动设备制造商的市场份额,加强双方在移动互联网产业链中的竞争力。
[Abstract]:Traditional Internet companies face a rapid decline in the company market value, mobile device manufacturers in the traditional channel sales decline and other difficulties. The "Internet" business model, which should be developed, is the new competitive commanding point of the industry. Traditional Internet enterprises and mobile device manufacturers form a new business ecosystem through platform growth based on bilateral market theory. This paper analyzes the pricing behavior of vertical integration and vertical separation strategy between Internet enterprises and mobile device manufacturers in the case of a single monopolized Internet enterprise. In the case of duopoly Internet enterprises, this paper discusses the pricing behavior of Internet enterprises and mobile device manufacturers adopting vertical integration, vertical separation and differential strategy respectively. Cooperation between Internet enterprises and manufacturers of mobile devices can effectively solve the problem of "internalization" of cross-network externalities, and help to expand the market share of Internet enterprises and manufacturers of mobile devices. Strengthen the competitiveness of both sides in the mobile Internet industry chain.
【作者单位】：云南大学发展研究院;
【分类号】：F49;F407.6;F274
【正文快照】： 一引言从工业经济时代到网络经济时代,无论是传统实体经济企业还是互联网企业,其商业模式都发生了巨大变化。在当前Web2.0经济时代,企业可以依托APP这一便捷化的移动工具来拓展消费市场,通过物联网、大数据等新的信息技术与实体经济企业进行合作,可以参与从研发、制造到营销

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