摘要
本文将互联网平台运营商的双边市场研究从盈利模式层面推进到盈利机理层面,即在给定竞价排名与按效付费的通行组合盈利模式下考察其盈利机理:针对平台运营商在双边市场实现销售收入这一事件,提出事前考察传导机理、事中考察形成机理、事后考察分解机理的理论框架。事前传导机理为:平台用户的检索量正向决定平台客户的展现量,平台客户的展现量正向决定平台用户的点击量,平台用户的点击量正向决定平台运营商的销售收入。事中形成机理为:平台运营商在用户市场实现销售数量,在客户市场实现销售价格;在双边市场实现销售收入,在客户市场单边交割收入。事后分解机理为:来自客户市场和用户市场双边不可直接观测的趋势性、周期性、季节性、随机性行为交叉作用于平台运营商的销售收入。该研究所揭示的盈利机理在一定程度上丰富了双边市场理论,也为我国"互联网+"计划的有效实施提供了实践指导。
In order to advance the study on internet operators from business model to business mechanism, a theory framework of mechanism including conduction,formation and decomposition before, during and after the sales revenue respectively, was proposed to investigate the revenue of the operator in two-sided market,giving the business model. For the conduction mechanism, the search volume of users positively decides the display amount of the customers, then the display amount of the customers positively decides the clicks of the users, and then the clicks of users positively decide the sales revenue of the operator. For the formation mechanism, the operator achieves sales volume in user market and sales price in customer market, and unilaterally deliver the sales revenue in customer market,even though achieve it in two-sided market. For the decomposition mechanism, the unobservable trend,cyclical, seasonal, and irregular behaviors of two sides of both the user market and the customer market crossly act on the sales revenue of the operator. This study enriched the theory of two-sided market, and provided practical guidance for the effective implementation of China's "Internet +" program.
出处
《南大商学评论》
CSSCI
2017年第3期75-104,共30页
Nanjing Business Review
基金
首都经济贸易大学研究生学术新人计划(2015XSXR006)
首都经济贸易大学特大城市经济社会发展研究协同创新中心资助计划(2015TDCS013)
中国流通研究院资助计划(2015LTJJ013)
关键词
平台经济
双边市场
平台运营商
Platform Economy Two sided Market Internet Operator