双边市场水平合并策略的影响研究

发布时间：2018-06-28 04:12

本文选题：双边市场 + 水平合并　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：在我们周围有很多行业都属于双边市场的范畴,例如电子支付系统,即时通讯软件,操作系统,购物中心,房产中介等等。具有双边市场特征的产业不再是由一类企业作为供给方和一类用户作为需求方来构成,而是由一类可称为平台企业的运营商提供服务,供市场中的两类用户在平台上达成交易。近年来,在双边市场中,平台企业合并事件层出不穷。尤其是在2015年,平台合并事件空前爆发。例如2015年8月国内两大网络视频商优酷网和土豆网正式宣布合并,改名为合一集团。国内两大叫车平台滴滴和快的也在2015年宣布合并,除此之外,进行合并的互联网平台还有58同城和赶集网,大众点评和美团网,去哪儿网和携程等。本文以近几年频发的互联网平台合并事件为背景,基于Armstrong对双边市场分析的理论模型,将商家和消费者之间的交易行为刻画进模型中,对双边市场中的互联网平台合并进行研究。本文的研究的主要内容是分析平台企业在合并前后,市场在均衡状态下发生了什么样的变化,例如平台企业的利润,商家的利润,平台企业的定价,商家的产品定价等都会因为平台企业的合并发生怎样的变化,同时探讨了影响这些变量发生变化的一些因素是什么,并且这些因素是如何对这些变量产生影响的。除此之外,本文还对比分析了平台企业合并前后社会福利的变化情况。本文采用逆向归纳法来求解出市场中的均衡结果。通过求解发现,平台企业在合并后,商家在平台上的分布情况不再对平台企业的利润,商家的利润,平台企业的定价,商家的产品定价产生影响,同时也不再影响社会福利的变化。消费者的效用,平台企业的利润和商家的利润的变化情况受到单位交通成本,消费者从单位产品中获得的效用的制约。此外,平台企业在合并后,消费者的剩余得到了提高,但是平台企业的利润总额以及商家的利润总额比合并前要低。
[Abstract]:There are many industries around us that belong to bilateral markets, such as electronic payment systems, instant messaging software, operating systems, shopping malls, real estate agents, and so on. The industry with bilateral market characteristics is no longer composed of a class of enterprises as the supply side and a class of users as the demand side, but by a class of operators who can be called platform enterprises to provide services for two types of users in the market to enter into transactions on the platform. In recent years, in the bilateral market, the platform enterprise merger event emerges endlessly. Especially in 2015, the platform merger event unprecedented outbreak. For example, in August 2015, the two largest domestic network video companies Youku and Tudou formally announced the merger, renamed the Oneness Group. Didi and Kuaidi also announced the merger in 2015. In addition to the merger, the Internet platforms for the merger include 58.com and catch up, Dianping and Meituan, where to go and Ctrip. Based on the frequent merger of Internet platforms in recent years and the theoretical model of bilateral market analysis based on Armstrong, this paper portrays the transaction behavior between merchants and consumers into the model. This paper studies the merger of Internet platform in bilateral market. The main content of this paper is to analyze how the market changes in the equilibrium state before and after the merger, such as the profit of the platform enterprise, the profit of the merchant, the pricing of the platform enterprise. The product pricing of the merchant will change because of the merger of the platform enterprise. At the same time, this paper discusses some factors that influence the change of these variables, and how these factors affect these variables. In addition, this paper also compares and analyzes the changes of social welfare before and after the merger of platform enterprises. In this paper, the reverse induction method is used to solve the equilibrium results in the market. It is found that after the merger of platform enterprises, the distribution of businesses on the platform will no longer have an impact on the profits of platform enterprises, the profits of merchants, the pricing of platform enterprises, and the pricing of products by merchants. At the same time also no longer affect the changes in social welfare. The utility of consumers, the profits of platform enterprises and the profits of merchants are restricted by the unit transportation cost and the utility that consumers get from the unit products. In addition, after the merger of platform enterprises, the consumer surplus has been improved, but the total profits of platform enterprises and the total profits of businesses are lower than those before the merger.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F271

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