纵向一体化结构下的双边市场定价策略

Pricing strategy of two-sided markets under vertical integration structure

通过博弈模型,对平台企业进行一体化的内在机理以及一体化对平台企业的定价、市场份额、利润等的影响进行了研究.研究发现无论是垄断还是竞争平台,平台具有进行一体化的内在激励,在平台竞争时一体化策略能够获得较纵向分离结构较高的社会总福利.一体化平台会降低互补品企业对于消费者的定价,以吸引更多的用户到平台上交易.当一体化平台与纵向分离平台竞争时,在平台定价对称的约束下,一体化策略能够提高平台的市场份额,但是互补品生产企业市场份额会有所降低,此时一体化企业主要依靠平台实现盈利.

Two-sided markets platform can provide products to consumers （one side of the platform） via vertically integrating with another side of the platform which provides complementary product. This article considers a model to explore intemal mechanism of two-sided markets platform to adopt vertical integration, and try to find out the effect of vertical integration of platform to pricing strategy, market share and profit of two-sided markets. We find out that two- sided platform has internal motivation to adopt vertical integration, and integration strategy can promote total social welfare in platform competition situation. When vertical integrating, platform will cut down the price of complementary product under monopolized and competition environment to attract more consumers to come to platform. When an integrated enterprise completes with a vertical separation market structure, vertical integration strategy can raise market share of platform and reduce market share of complementary produce provider, this means the integrated enterprise mainly counts on its platform to earn money.