平台非中立性策略的圈定效应——基于搜索引擎市场的试验研究

发布时间：2018-02-02 02:47

本文关键词： 双边市场平台非中立性搜索引擎市场圈定效应　出处：《经济学动态》2017年01期 　论文类型：期刊论文

【摘要】：伴随着互联网的普及和平台经济的迅速发展,作为关键性设施的平台厂商控制着消费者和厂商之间的匹配效率,平台厂商的竞争策略对平台经济的发展起着重要的作用。本文在双边市场的理论框架下,研究平台的非中立性策略对平台自有厂商和其他竞争性厂商之间的竞争会产生怎样的影响。在交叉网络外部性的作用下,平台基于消费者边的市场主导优势会传递到平台另一边,从而影响另一边市场的结构和绩效。本文基于7500条搜索结果数据构建非中立性指数,验证了平台非中立性策略的存在以及厂商边市场结构的变化。平台的非中立性策略能够促使多数消费者转移到平台自有厂商中,其他竞争性厂商将会被迫退出该市场,形成平台自有厂商的市场圈定效应。长期内,厂商边市场将由竞争市场渐变为垄断市场,因此平台的非中立性策略应当构成判定平台滥用市场势力的要件之一。
[Abstract]:With the popularity of the Internet and the rapid development of platform economy, as a key facility, platform manufacturers control the matching efficiency between consumers and manufacturers. The competitive strategy of platform manufacturers plays an important role in the development of platform economy. This paper studies how the non-neutral strategy of the platform will affect the competition between the platform's own manufacturer and other competitive firms, under the influence of the cross-network externality. The market dominant advantage of the platform based on the consumer side will be transferred to the other side of the platform, thus affecting the structure and performance of the other side of the market. This paper constructs a non-neutral index based on 7,500 search results. It verifies the existence of platform non-neutral strategy and the change of market structure. The platform's non-neutral strategy can promote most consumers to transfer to the platform's own manufacturer. Other competitive firms will be forced to withdraw from the market, forming the market delineation effect of the platform's own manufacturer. In the long run, the edge market of the manufacturer will gradually change from the competitive market to a monopoly market. Therefore, the non-neutral strategy of platform should be one of the elements to judge the abuse of market power.
【作者单位】：山东大学经济学院;
【基金】：教育部人文社会科学研究规划基金项目“平台垄断、用户迁移与中国支付市场效率研究”(15YJA790050)的阶段性成果
【分类号】：F49
【正文快照】： 一、引言与文献综述近年来平台厂商反垄断案件数量呈现出不断上升的趋势。2010年欧盟委员会发起对谷歌歧视性对待垂直搜索引擎厂商的反竞争行为调查(1);2011年美国联邦贸易委员会也展开了对谷歌自然结果排名问题的调查(2),重点都在于谷歌是否在自然搜索结果中对自有垂直搜索服

【相似文献】