基于双边市场的平台企业差异化策略研究

发布时间：2018-06-19 12:22

本文选题：双边市场 + 平台企业　；参考：《北方工业大学》2017年硕士论文

【摘要】：伴随着互联网技术的进步与发展,我国政府实行了有力的"互联网+"工程政策,很多传统企业接入互联网成为平台企业,而新成立的企业多为平台企业。所谓平台企业是具有双边用户且存在交叉网络效应的企业,其共有双边市场的特点,一边是卖方或厂商,另外一边为消费者。平台企业主要为双边用户提供内容或信息等服务。平台企业之间的竞争更多表现为增加更多的用户,并使市场上多归属消费者成为自己平台上的单归属用户的竞争态势。与传统企业竞争策略类似,平台企业的竞争策略主要包括价格策略、进入壁垒策略、差异化策略等等。其中,差异化策略既能降低发生价格战的可能性,也能增加或抬高平台内用户的转换成本,遏制其转移到其他平台上的可能性。平台企业会通过云计算以及大数据等方式,实行为消费者提供精准用户服务或者提升平台企业的整体质量等差异化策略,即通过提升消费者的效用来增加其平台上的用户量,进而增加其市场的份额与利润。本文基于双边市场的理论研究平台企业差异化策略的问题,弱化了定价的分析,着重研究不同差异化竞争策略对平台企业利润的影响。文章主要在已有文献基础上,针对市场存在多归属消费者的情况,并考虑了平台企业规模存在差异时,平台企业选择差异化竞争策略的原则。文章首先根据相关文献做较全面的综述,对平台企业差异化策略与平台企业的规模做了界定,设定平台企业上的三方用户的相关表达式,同时构建了两阶段完全信息动态博弈模型。之后,通过子博弈精炼纳什均衡与控制变量法,推导出了规模相近与规模不同的两个平台企业的有关差异化策略选择的利润反应方程。然后,求得寡头市场的两个平台企业差异化竞争策略均衡结果,并对所得的结果进行了分析讨论。最后,为验证公式推导的正确性,本文选用了数值仿真模拟与构建三维图像的方法进行了实证分析。文章研究得出结论,第一,在互联网上,任何信息都能及时可知,因而在短期,任一平台企业实行差异化策略后,所产生超额利润,会被对手平台企业、两个平台上的卖方以及消费者及时地瓜分。由于信息完备,可以认为互联网上的市场更具有市场效率。在给消费者提供更精准的用户服务方面,由于市场上的消费者总量是一定的,因而,不论多归属消费者数量是外生还是内生,规模相近的两个平台企业的竞争都可以归为零和博弈。而规模不同的两个平台企业的竞争,具有更多消费者的大规模的平台企业能够获得更多的利润,小规模的平台企业获利少。在长期,两个平台企业存在竞争均衡。第二,在提升平台整体质量方面,规模相近的两个平台企业之间竞争会存在一定的跟进行为,这一结论与传统市场上的厂商跟进策略相近。而两个平台企业规模不同时,基于理性人假设,都将提供给消费者相同质量的服务。
[Abstract]:With the progress and development of Internet technology, our government has implemented a powerful "Internet" project policy. Many traditional enterprises connected to the Internet become platform enterprises, and most of the newly established enterprises are platform enterprises. The so-called platform enterprise is the enterprise which has the bilateral user and has the cross network effect. It has the characteristics of the bilateral market, one side is the seller or manufacturer, the other side is the consumer. Platform enterprises mainly for bilateral users to provide content or information services. The competition among platform enterprises is more to increase the number of users, and make the market more belong to consumers as their own platform of single-home users competition situation. Similar to the traditional competition strategy, the platform enterprise's competition strategy mainly includes the price strategy, the entry barrier strategy, the differentiation strategy and so on. The differentiation strategy can not only reduce the possibility of price war, but also increase or raise the conversion cost of users in the platform, and restrain the possibility of its transfer to other platforms. Through cloud computing and big data, platform companies will implement such differentiated strategies as providing accurate user services to consumers or improving the overall quality of platform enterprises, that is, increasing the number of users on the platform by enhancing consumers' utility. In turn, increase its market share and profits. Based on the theory of bilateral market, this paper studies the differentiation strategy of platform enterprises, weakens the analysis of pricing, and focuses on the influence of different competition strategies on the profit of platform enterprises. Based on the existing literature, this paper aims at the situation of multiple ownership of consumers in the market, and considers the principle that the platform enterprises choose the differentiated competition strategy when the scale of the platform enterprises is different. Firstly, according to the related literature, the paper defines the differentiation strategy and the scale of the platform enterprise, and sets the relevant expression of the tripartite users on the platform enterprise. At the same time, a two-stage complete information dynamic game model is constructed. Then, by subgame refining Nash equilibrium and control variable method, the profit reaction equation of two platform enterprises with similar scale and different scale is derived. Then, the equilibrium results of differentiated competition strategies of two platforms in oligopoly market are obtained, and the results are analyzed and discussed. Finally, in order to verify the correctness of the derivation of the formula, the numerical simulation method and the method of constructing 3D image are selected for empirical analysis in this paper. The paper concludes that, first, on the Internet, any information can be known in time, so in the short run, after any platform enterprise implements the differentiation strategy, the excess profit will be generated by the rival platform enterprise. The seller and the consumer on the two platforms divide up in time. Because information is complete, can think the market on Internet has market efficiency more. In terms of providing more accurate customer services to consumers, since the total amount of consumers in the market is certain, whether the number of consumers is mostly exogenous or endogenous, The competition of the two platform enterprises with similar scale can be classified as zero-sum game. In the competition between two platform enterprises with different scale, the large scale platform enterprises with more consumers can obtain more profits, while the small scale platform enterprises have less profit. In the long run, the two platform enterprises exist competitive equilibrium. Second, in improving the overall quality of the platform, the competition between the two similar platform enterprises will have a certain follow-up behavior, which is similar to the traditional market firms' follow-up strategy. And two platform enterprise scale is different, based on the rational person hypothesis, will provide the same quality service to the consumer.
【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

【参考文献】