基于纵向差异化的双边软件平台竞争

发布时间：2017-12-27 12:34

本文关键词：基于纵向差异化的双边软件平台竞争　出处：《清华大学学报(自然科学版)》2015年06期 　论文类型：期刊论文

【摘要】：当前以苹果iOS和谷歌安卓为代表的软件平台与传统企业的经营模式的主要差异在于存在第三方的软件供应商通过平台进行销售。然而,第三方软件提供商会怎样影响双边平台之间的竞争,是现有研究涉及较少的内容。为了回答上述科学问题,基于理论经济学的博弈分析方法,针对2个存在纵向质量差异的软件平台建立了博弈模型。此外,第三方软件提供商通过2个平台向消费者销售软件。基于上述假设,依次求解了平台间的序贯博弈均衡以及第三方软件提供商的利润最大化问题。结果表明:第三方软件提供商的存在使得多边软件平台间的竞争呈现以下特征:1)第三方软件提供商的存在会帮助低端平台扩大用户群;2)低端平台的质量改进在一定条件下会间接惠及其竞争对手;3)当平台间质量差异较大时,低端的软件平台的最优策略是采用免费发放的策略。
[Abstract]:The main difference between the apple iOS and Google Android as the representative of the software platform and the traditional enterprise management mode is the software supply business of third party platform for sales. However, how the third party software providers affect the competition between the bilateral platforms is less involved in the existing research. In order to answer the above scientific problems, a game model is set up for 2 software platforms that have vertical quality differences based on the game analysis method of theoretical economics. In addition, third party software providers sell software to consumers through 2 platforms. Based on the above hypothesis, the sequential game equilibrium between the platforms and the profit maximization of the third party software providers are solved in turn. The results show that there are third party software providers make multilateral software platform competition has the following characteristics: 1) the third party software providers will help expand the low-end platform user group; 2) quality improvement will directly benefit the low-end platform and its competitors under certain conditions; 3) when the difference between the quality of the platform is large, the optimal strategy of low-end software platform is the use of free strategy.
【作者单位】：清华大学教育部人文社会科学重点研究基地;清华大学现代管理研究中心;复旦大学管理学院;
【基金】：国家自然科学基金青年项目资助(71302002)
【分类号】：F49;F224.32
【正文快照】： 双边市场是指连接了多个类型不同但相互影响的参与者群体的市场结构[1]。随着科技的快速发展和经济一体化的进程不断深入,许多行业都体现出双边市场的特征[2]。例如,苹果手机连接了手机用户和手机软件开发人员,并同时从手机销售和软件提成等2个方面获得利润。近年来,随着软件

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