摘要
在产业组织理论与实践中,关于单边转售与双边平台商业模式的选择问题尚未得到充分研究。对这两种商业模式进行比较分析,表明企业定价权是非常重要但被忽视的影响因素。进一步的分析表明两种模式选择的定价权条件是:当中介型企业对平台服务的定价权足够大,超过对产品相对销售定价权和对投入物相对采购定价权的累积效应时,双边平台模式优于单边转售模式;这也在零售业和房地产经纪业的实践中得到了证实。
In the practice and theory of industrial organization, the problem of choice between two-sided platform mode and one-sided resale model faced by some intermediaries with the character of two-sided markets is not studied sufficiently. Through comparison, this paper draws a conclusion that the pricing power of market intermediation has greatly influenced the choice of business modes and provides the conditions for selection of business modes. The two-sided platform mode yields higher profits than the one-sided resale mode when the effect Of platform service pricing power exceeds the product of the effect of relative pricing power of selling and buying, which is proven in retail industry and real estate broker industry.
出处
《西部论坛》
2010年第4期81-85,96,共6页
West Forum
基金
重庆工商大学青年科研基金资助项目(0651020)
关键词
双边平台
单边转售
商业模式
定价权
市场中介
two-sided platforms
one-sided resale
business mode
pricing power
market intermediation
