跨境电商出口平台外差效应的Hotelling模型分析

Hotelling model analysis of heterodyne effect of cross-border electronic business export platform

在"一带一路""互联网+"的时代背景下,跨境电商正不断影响着传统行业的发展,在全球的范围内整合国际资源,实现全方位一体化的跨境外贸合作模式。回顾与梳理跨境电商研究文献,从跨境电商平台外差效应的角度进行分析,指出跨境电商平台的发展和模式的创新对外贸企业和消费者的效用不断增加,即所谓的外差效应;选用Hotelling模型,从完全不兼容和完全兼容两个角度对跨境电商平台的价格竞争进行分析,发现跨境电商外差效应保障了跨境电商平台市场在位者的竞争地位,而对跨境电商平台市场后入者形成了一定的进入壁垒,后入者必须采取更低廉的价格策略才能更好地进入跨境电商平台市场。

In the background of ＂One Belt,One Road＂and ＂Internet ＋ ＂,the development of traditional industries are constantly affected by cross-border electronic commerce; international resources are integrated in the global scope,and the full integration of cross-border trade cooperation mode is realized. Research literature on cross-border electronic commerce is review ed and summarized,the analysis is done from the perspective of the heterodyne effect of cross-border electronic business platform. It is proposed that the utility brought by the development and innovation of cross-border electronic commerce platform for foreign trade enterprises and consumers continuously increases,so-called heterodyne effect; the Hotelling model is selected,the price competition of cross-border business platform is analyzed from the perspectives of completely incompatible and fully compatible,it is found that the competitive position of the market position of the cross border business platform market is guaranteed by the heterodyne effect of cross-border electronic commerce,and which has formed a certain entry barriers for the entrants of cross border business platform market,a more low price strategy must be taken by the entrants to access to cross-border business platform market better.