双边市场及平台理论文献综述

Literature Review of Bilateral Market and Platform Theory

当前,双边市场以及平台理论在企业运营管理过程中得到广泛的运用,有关这一方面的研究也日益得到各方的关注。从现有的文献资料来看,学者们对于双边市场的研究在理论和实践方面都有涉及,其中理论研究颇多,实践应用相对来说偏少。理论方面的研究主要集中在平台竞争、平台定价策略、平台所有权及平台企业与消费者的行为等。实践应用方面的研究主要是联系现实生活,以信用卡、电子商务、媒体杂志等为研究对象,并结合理论进行具体的研究。但对双边市场及理论的实证研究寥寥无几,以后这方面的研究应是一个趋势。另外,关于平台定价策略的研究大多以静态研究为主,从动态的角度或动静结合的角度进行探讨以及关于平台的管理、政府如何引导与管理平台企业也应是未来的重点内容。

At present, bilateral market and plafform theory are widely used in the process of enterprise operation and management, attracting more and more attention from the academia. According to existing literature, scholars have involved themselves in both theoretical and practical research on bilateral market, of whom the majority are devoted to theoretical studies with only few addressing its practical applications. Theoretical studies mainly focus on issues of platform competition, plafform pricing strategy, plafform ownership and the behavior of platform enterprises and consumers. On the other hand, the research on practical application mainly relates to real life scenarios, addressing such research objects as credit card, electronic commerce, media magazine and so on, with reference to specific theories. However, there are few empirical studies on bilateral market and its theory, which should be a research trend in the future. In addition, the research on plafform pricing strategy is mostly static, where a dynamic perspective or a combination of both static and dynamic perspectives should be the trend of future research in this regard.