基于双边市场理论的B2B垄断平台自网络外部性分类及其强度研究

On Classification and Strength of Self-network Externality in B2B Monopoly Platform Based on Two-sided Market

通过B2B平台的自网络外部性的分类,重点分析了B2B垄断平台中是否存在自网络外部性、平台双边用户的自网络外部性强弱关系,揭示了B2B垄断平台的自网络外部性内在机理.研究表明,在垄断B2B平台中,双边用户的自网络外部性始终给平台带来负效应;无论是竞争自网络外部性还是示范自网络外部性,卖方总是强于买方;结合理论分析,提出了提升服务水平、扩大平台示范自网络外部性以及倾斜定价等平台竞争策略.

Based on category description for self-network externalities of B2B platform,this paper builds a two-sided market theoretical mode,and focuses on whether a B2B monopoly platform has self-network externality or not,which self-network externalities of bilateral users is more strong,and reveals the internal mechanism of self-network externalities for B2B monopoly platform.The studies show that in B2B monopoly platform,the self-network externalities from platform bilateral user＇s has always been brought about a negative effect.Both the competition self-network externality and the demonstration self-network externality of the seller are stronger than that of the buyer.Combined with theoretical analysis,it puts forward some competitive strategies for B2B platform,such as improving service level,expanding demonstration self-network externality,and pricing obliquely.