“柠檬市场”理论视角下电子商务市场与传统市场关系研究——兼论中国电子商务市场本土特征

Research on the Relationship between E-Commerce Market and Traditional Market under the 'Lemon Market' Theory Perspective——Remarks on the Local Characteristics of E-Commerce Market in China

本文基于对Akerlof经典"柠檬市场"模型的扩展,通过所构造的双市场(传统市场与电子商务市场)"柠檬市场"模型证明:在"柠檬"问题还不能完全有效解决的情况下,并不存在电子商务市场对传统市场替代的必然条件,未来这两种市场将长期并存。论文试图揭示传统市场和电子商务市场并存的学理根源,得出两市场间市场分割的条件,对两市场间的渠道冲突提出新的解释。本文还以淘宝网作为案例,实证性地探讨了中国电子商务市场解决"柠檬"问题时的本土特征。最后提出策略建议。

‘ Lemon market＇ theory was proposed by the American economist George Akerlof （1970） ,who is one of Nobel Economics Prize laureates in 2001. Based on the classic model of adverse selection （Akerlof, 1970 ）, this paper has constructed the two-market （traditional market and e-commerce market） ＇Lemon market＇ model to prove there is no necessity for the replacement of the traditional market by e-commerce market with the continuous ＇ lemons＇ problem. The two markets will coexistence long-term chronically in the future. The paper tries to reveal the academic sources for coexistence of traditional markets and the e-commerce and present new interpretation of channel conflict for the two markets. The paper has got conditions about market segments and market equilibrium. Based on the data from taobao, corn, this article demonstratively analyzes the local characteristics of e-commerce market to solve the ＇ lemons＇ problem in China. At last this paper put forward some strategic suggestions.