双边市场下不同规模平台企业竞争策略研究

A Study of the Competitive Strategy of Platforms of Different Scales in Two-sided Markets

本文基于双边市场理论,构建了不同规模的平台企业竞争博弈模型,分析其竞争策略的影响.得出结论:小规模平台企业通过使用精准度差的广告投放策略,在竞争中存活下去;大规模平台企业更倾向提供精准的广告投放参与竞争;任何规模平台企业实行精准投放广告策略,都会使自身平台上的广告量增加,且在短期内会获得超额利润.长期过程中,两个平台企业将处于竞争博弈均衡.

Based on the theory of two-sided markets, this paper constructs a game competition model of platforms of different scales and analyzes the influence of their competitive strategy. It concludes that the small-scale platform survives in the competition via the use of poorly targeted advertising strategy, while the large-scale platform is more inclined to provide accurate advertising. Platforms of any scales that implement precise advertising strategy will make the increase of the advertisements in the platforms, and in a very short time, the excess profits will come as the result. Yet, in the long run, two platforms will be in a competitive game equilibrium.