软件平台的双边市场特征研究

Study on Software Platform Characteristics of Two-sided Market

为了更好地研究软件平台的运行规律和特点,从双边市场理论出发,分析了软件平台的结构、商业模式及属性特征。在综合相关学者对不同软件平台的研究结论基础上,发现软件平台首先具有双边市场的一般属性,即具有交叉网络外部性、价格结构非中性和双边需求的互补性;同时由于软件平台的技术特性使其还具有一定的媒体属性、开放的多层次性和双边用户同时多归属等特殊属性。最后综合考虑双边市场的特征,对平台企业的运营从结构、行为、绩效等方面提出了具体的建议。

As a center, the software platform links application developers with users. The three elements form a two-sided market model, which drives the software industry to develop rapidly, and profoundly impacts the in- dustry operation. Two-sided market theory is a hot topic of industrial organization theory, and it provides new re- search perspective on platform industry. In order to understand the operation rules and characteristics of the soft- ware platform, the structure, business model and features of the software platform are analyzed based on two-si- ded market theory. Integrated research results of types of software platform, it is found that firstly the software platform has general characteristics of two-sided market, including cross network externality, non-neutral price structure and two-sided users complementary for demand. Meanwhile, the technical nature of software platform makes it have special characteristics of media nature, open multi-layer nature and two-sided multi-belongings na- ture. At last, consider the characteristics of two-sided market, specific suggestion from structure, conduct and performance （SCP） on enterprises＇ platform operation is Drooosed.