双边市场与房地产经纪发展模式研究

Two-sided Markets and Real Estate Brokerage Industry

双边市场理论及其应用是当前研究的一个前沿,房地产经纪具有典型的双边市场的特性。然而,房地产经纪的双边市场特性尚未得到充分研究和重视。文章基于双边市场理论,重点分析了影响房地产经纪业做大做强的平台模式和制度因素。房地产经纪大平台模式下的独家代理、信息共享、买卖经纪人及用户保护和激励等模式和制度因素具有很强的互补性,对促进双边市场网络外部性效应的扩大具有不可替代作用。从双边市场的视角看,房地产经纪大平台模式是一种更为理想的发展模式。

The theory of two-sided markets and its application are the current foreland of research. Real estate brokerage possesses the characteristics of two-sided markets which now need more attention to be paid to. Based on the theory of two-sided markets, this paper analyzes the system and platform mode factors influencing the buildup, of the effect of network externality, including the platform mode, the promptings of information share and user protection, and so on. The model of big platform for real estate broker companies is more perfect from the respective of two-sided markets.