中国互联网平台企业竞争策略与市场结构研究

发布时间：2018-03-14 06:11

本文选题：互联网　切入点：平台企业　出处：《暨南大学》2013年博士论文　论文类型：学位论文

【摘要】：基于近年来互联网产业不断出现的竞争与垄断的争论，本文选取互联网平台企业为研究对象，首先剖析了国际互联网巨头败走中国市场的原因，发现中国互联网市场既有国际通行的互联网产业特征，如基于社交关系的网络效应、低物质转移成本的锁定、双边市场和消费者异质性等；也有一些中国特色的产业性质，如需求价格弹性极大、平台产品同质性等。并进一步归纳和分析中国的伯川德竞争模式、多元化经营模式、单边收费模式、歧视性定价模式的成因，以及产融结合和产业链整合模式的前景。接着以芝加哥学派的产业组织理论为支撑，本文构建了解释互联网平台企业竞争行为的分析框架——水晶体系，指出互联网企业建立竞争优势仅凭借察觉一个新的市场需求或建立一个新的产品是不够的，应该注重商业创意、产品黏性、资源整合、产品体验、用户基数和盈利模式等六个维度。充分考虑到互联网平台商业模式的低技术壁垒和易模仿性、低产品差异化程度（更多体现为产品体验差异和产品黏性大小）、高网络效应和用户基数大小差异，以及厂商赖以生存发展的风险投资等水晶体系六要素，通过拓展的豪泰林模型构造了相同商业模式下电子商务市场、在线休闲游戏市场和即时通信市场的竞争情形，刻画了淘宝和拍拍、腾讯与联众、QQ与MSN三对竞争实例，得出具有一般性的命题和推论。并探寻中国互联网产业差别定价和推广机制的形成，以及模仿策略泛滥的根本原因。然后本文分析了中国互联网平台企业的竞争策略对市场结构和绩效的影响，在界定清楚相关市场的前提下，提出中国互联网平台市场是单寡头竞争性垄断市场结构，进一步探求其垄断的成因和竞争的来源，并辅以2006年7月至2012年11月的月度市场监测数据实证检验。指出单寡头的垄断地位是暂时的或不稳定的，会随着时间的推移和技术进步而动态变迁，新的技术或新的商业模式的出现会带来市场结构的重新调整，并在网络效应的作用下加速这一变化。最后，本文论证了传统的绩效评估方法并不完全适用于互联网产业，，并提出绩效评价的新标准应该侧重于消费者福利、市场成长空间、市场进入退出障碍、创业与创新以及对传统产业的影响等方面。
[Abstract]:Based on the controversy of competition and monopoly in the Internet industry in recent years, this paper selects the Internet platform enterprises as the research object, and first analyzes the reasons why the Internet giants lose the Chinese market. It is found that the Chinese Internet market not only has some international characteristics of Internet industry, such as the network effect based on social relations, the locking of low material transfer cost, the heterogeneity of bilateral market and consumers, and so on, but also has some industrial properties with Chinese characteristics. If the demand price elasticity is great, the platform product homogeneity and so on, and further summarizes and analyzes the Chinese Bertrand competition model, the diversification management model, the unilateral charge model, the discriminatory pricing model causes, And the prospect of industry-finance integration and industrial chain integration model. Then, based on the theory of industrial organization of Chicago school, this paper constructs the analytical framework-crystal system, which explains the competitive behavior of enterprises on Internet platform. It is pointed out that it is not enough for Internet enterprises to establish a competitive advantage only by detecting a new market demand or building a new product. They should pay attention to commercial creativity, product viscosity, resource integration and product experience. Six dimensions of user base and profit model. Fully considering the low technical barriers and easy to imitate of the business model of Internet platform, Low degree of product differentiation (more reflected in product experience differences and product viscosity, high network effects and user base size differences, and manufacturers rely on the development of venture capital and other crystal system six elements, Through the extended Haoterin model, the paper constructs the competition situation of e-commerce market, online leisure game market and instant messaging market in the same business model, depicting Taobao and pat, Tencent and Lianzhong QQ and MSN as examples. This paper draws a general proposition and inference, and probes into the formation of differential pricing and promotion mechanism in China's Internet industry, as well as the root causes of the proliferation of imitation strategies. Then this paper analyzes the influence of the competitive strategy of Chinese Internet platform enterprises on the market structure and performance. On the premise of defining the relevant markets clearly, the paper points out that the Chinese Internet platform market is the oligopoly competitive monopoly market structure. To further explore the causes of its monopoly and the source of competition, and with the empirical test of monthly market monitoring data from July 2006 to November 2012, it is pointed out that the monopoly status of oligarchs is temporary or unstable. The emergence of new technology or new business model will bring about the readjustment of market structure and accelerate this change under the action of network effect. Finally, this paper demonstrates that the traditional performance evaluation method is not fully applicable to the Internet industry, and proposes that the new performance evaluation standards should focus on consumer welfare, market growth space, market entry and exit barriers. Entrepreneurship and innovation as well as the impact on traditional industries and so on.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F49

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