平台竞争中的匹配技术、开放策略选择与绩效

Matching Technique of B2C Platform,Strategies of Opening and Performances

基于Armstrong平台竞争和Hotelling空间竞争模型,通过构建B2C网络平台竞争理论分析框架,研究对称均衡条件下B2C平台匹配技术、交叉网络外部性与平台选择开放或封闭策略时的价格结构和绩效。结果表明:(1)交叉网络外部性是平台实施双边用户注册收费制的最重要因素。平台在最大化其注册规模目标下实施不对称倾斜价格策略的程度,取决于双边用户间交叉网络外部性大小。(2)B2C平台内部化交叉网络外部性后,规模会变大,但利润减少。内部化的收益分享给了双边用户。(3)B2C平台策略选择行为的主要影响因素是交易费和匹配技术。当平台能够对供应商收取足够多的交易费时,会选择开放策略,选择开放性策略的倾向性随着平台匹配技术的提高而增加。由此证明了平台匹配技术的重要性。一个推论是,平台竞争或“可竞争性”在促进市场效率、防止平台滥用市场势力上非常关键。当平台大到通吃了整个平台服务市场,形成的壁垒导致潜在进入都无法发生时,反垄断规制就有必要了。

Based on Armstrong-model and Hotelling-model,the paper establishes theoretical framework of B2C platform competition for analyzing the relationship between matching technology,cross-group network externality,price structure and profit changes of opening strategy under condition of symmetric equilibrium.The conclusions are:(1)Cross-sided network externality is the first important factor which influences B2C platform to charge bilateral users registration fee.The implementation of asymmetrical inclined pricing strategy which maximizes the registrant size depends on the contribution of cross-network externalities among users.(2)Scale and competitiveness increase while profit decreases after the cross-sided network externality of B2C platform is internalized.The revenue of internalizing is shared by bilateral users.(3)Registration fee and platform matching technique are two main factors which influence platform's choosing of strategy.The B2C platform will choose strategy of openness when registration fee is large enough.With improving of platform matching technique,this tendency is more obvious.The model proves that matching technology plays key role in platform strategy-choosing.One deduction is that,in order to promote market efficiency and prevent platforms from abusing market power,platform competition or“contestability”is critical.Governmental regulation is necessary when the platform is so large that it takes all platform service market and establishes barriers with which it can block potential entry.