平台经济市场结构决定因素、最优形式与规制启示

Determinants,Optimal Forms and Regulatory Implications of the Market Structure of Platform Economy

平台经济条件下,供给方的技术特性和需求方的需求特性共同影响市场结构,市场结构决定因素发生根本改变,传统市场结构决定理论已不能很好地解释平台经济市场结构的形成及对应的社会福利关系,基于传统经济理论的规制政策也亟待改革。本文在分析平台经济市场结构决定因素的基础上,对Salop模型进行拓展,加入交叉网络外部性、需求差异化、用户粘性等决定因素,基于社会福利最大化推导平台经济市场结构的最优形式。研究发现,平台经济市场结构的最优形式由平台类型决定:功能型平台行业市场结构会趋于垄断,其最优形式为双平台竞争性垄断;内容型平台行业市场结构会趋于竞争,其最优形式允许存在较多的企业数量以满足多样化需求,且行业发展初期存在过度进入的情况。在平台经济规制政策的制定中,应注重市场结构的优化,重新审视平台经济垄断、竞争、社会福利三者间的关系及其与传统经济的差异,针对不同类型平台最优市场结构的特点,对反垄断法适用范围合理调整,在市场准入方面张弛有度,在规制滞后领域注重"监管沙盒"和多元治理等方式的结合使用。

Under the condition of platform economy,the technical characteristics of the supply side and the demand characteristics of the demand side have an impact on the formation of the market structure.The determinants of the market structure have fundamentally changed and the traditional market structure determination theory can not explain the formation of the platform economy market structure as well as the relationship between the market structure and the social walfare relationship.In the same time,regulatory policies based on traditional market structure theory also need to be reformed.Based on the analysis of the determinants of the platform economic market structure,this paper expands the Salop model and adds determinants such as cross-network externality,demand differentiation and user stickiness,then we figured out the optimal form of platform economic market structure based on maximizing the social welfare.The study finds that the optimal form of platform economic market structure is determined by the type of platform:the optimal form of functional platform industry is dual platform competitive monopoly;the optimal form of content platform industry allows more enterprises to exist to meet diversified needs,and there is excessive entry in the early stages of industry development.Therefore,in the progress of the regulation policies making,we should pay attention to the optimization of market structure,re-examine the relationship between monopoly,competition and social welfare and its differences with traditional economy.Aimed to the different market structure characteristics for different types of platforms,we should adjust the scope of application of anti-monopoly law according to the different characteristics of the optimal market structure of different types of platforms.Besides,the government should control the market access properly.Then in the field of regulatory lag,the government should pay attention to the combination of "regulatory sandbox" and multiple governance.