中国电子商务平台缘何超越国际巨头——C2C双边市场的中国模式

Why can China's E-commerce Platform Beat International Giants?:A Study Based on Chinese C2C Two-sided Market Model

文章从中国电子商务双边市场特征出发,探讨了国际互联网巨头败走中国市场的原因。运用囚徒困境博弈证实了中国电子商务市场伯川德陷阱的存在,解释了高集中度为什么没有带来中国电商平台的高额垄断利润。并提出电子商务平台厂商主要靠提供差异化服务收取歧视性定价、产融结合打造第三方支付平台和整合产业链达到协同效应等策略实现盈利模式的清晰化。

This paper explores the reason for the failure of international Internet giants in Chinese market from the feature of Chinese e-commerce two-sided market. It uses the Prisoner＇s Dilemma to confirm the presence of Bertrand Trap in Chinese e-commerce market, and explains why a high concentration can not bring high monopoly profits to the Chinese e-commerce platform. In addition, it suggests that e-commerce platforms should achieve a clear profit model from the following strategies： such as providing differentiated services to charge discriminatory prices, creating third-party payment platforms by the combination of industry and finance, and achieving synergies through the integration of industrial chain.