数字经济背景下平台企业竞争策略研究

Research on Competitive Strategies of Platform Enterprises in the Context of Digital Economy

数字经济的发展正在推动新一轮的市场变革,在生产力上围绕产业数字化和数字产业化两条主线促使企业改进其运营模式,采取与平台模式、双边市场、数据驱动等特点相适应的竞争策略。在创立或进入市场初期,基于双边市场结构中的交叉网络效应,平台企业一般会采取价格竞争策略,选取在两边用户中倾斜定价的非中性定价策略和交叉补贴策略,以及在分割用户群组和市场前提下的差异性定价策略,以获得用户规模,扩大市场份额,形成规模优势或领先优势。当平台企业具有一定的市场支配力时,则更倾向于采取非价格竞争策略巩固市场优势地位并获取平台利润,包括控制消费者与商户交易成交率的排序策略,以消费者偏好为创新导向的产品差异化策略,以竞争对手的上下游企业为兼并对象的对角兼并策略,以数据为核心的数据设施竞争策略以及网络经济下围绕用户展开的注意力时间竞争策略等。明确企业运营模式及其选取的竞争策略,可以厘清平台企业垄断行为的生成逻辑,为数字经济时代平台垄断治理提供研究基础。

The development of the digital economy has brought about new business transformations.In terms of productivity,enterprises are improving their operational modes and adopting competitive strategies that align with platform modes,two-sided markets,and data-driven approaches,focusing on industrial digitization and digital industrialization.During the early stage of founding or entering the market,platform enterprises generally adopt price competition strategies based on the cross-network effect in the two-sided market structure,that is,non-neutral pricing strategies and cross-subsidy strategies with skewed pricing among users on both sides,as well as differentiated pricing strategies on the premise of segmenting user groups and markets to acquire clients scale,expand market share,and develop scale or first-mover advantages.As platform enterprises gain certain market dominance,they tend to adopt nonprice competition strategies to consolidate their market position and achieve platform profits.These strategies include sorting strategies controlling the transaction completion rate between consumers and merchants,innovation-oriented product differentiation strategies based on consumer preferences,diagonal mergers with competitors'upstream and downstream enterprises,data-centric data infrastructure competition strategies,and attention time competition strategies around users in the internet economy.Clarifying the operational modes and selected competitive strategies of enterprises can help explain the logic behind the formation of platform enterprises'monopolistic behavior,laying the research foundation for the governance of platform monopolies in the digital economy era.