互联网平台经济监管中的“威慑式治理”——引入逻辑、实现机理与保障措施

Deterrent Governance in the Regulation of Internet Platform Economy: Introduced Logic, Realization Mechanism and Safeguard Measures

互联网平台企业作为数字经济时代的主要企业形式,在快速发展的同时出现了不正当竞争频发、网络售假、平台接入管理不严等现象。本文通过现象归纳与理论演绎,指出平台市场参与方的负外部性行为是各类乱象的症结所在。在此基础上,本文提出了一种新型的治理方式——“威慑式治理”。有别于传统治理方式以市场效率为重点,重视事后、事中治理的思路,“威慑式治理”更重视事前约束,旨在通过建立相应的约束机制,达到既可以充分发挥平台市场提高匹配效率的作用,又可以有效制约平台企业的负外部性行为的目的。进一步,本文借鉴“边缘政策”思想构建博弈模型,分析威慑式治理的可行性及其运行的内在机制。结论显示,用户规模及其变化是该治理方式可行的关键,且威慑式治理适用于平台市场集中度高的市场结构,可以在保证平台市场高市场集中度带来效率的同时,约束平台市场中的负外部性行为。最后,本文给出了威慑式治理实现的保障措施及针对平台市场的分层治理体系构想。本文的研究结论可以为完善平台治理体系提供新的实践参考。

In the digital economy era, the platform economy has begun to play an important role in improving the efficiency of supply and demand matching, promoting industrial upgrading, and expanding the consumer market.But on the other hand, as the platform economy gradually matures, some social problems are gradually exposed, such as repeated prohibitions on online counterfeiting, users’ personal safety violations, and frequent unfair competition among enterprises.The above phenomenon of the platform market calls for innovation in governance methods.In view of this, this article innovatively introduces the idea of deterrence into platform market governance, and proposes a “deterrent governance” approach to standardize internet platform enterprise behavior.First of all, this article points out that although the platform market has formed a high degree of concentration, it is different from traditional monopoly in operation, and its influence on social welfare and market efficiency is not clear.By extracting the law of chaos in the platform market, this paper believes that the lack of platform governance lies in the supervision and regulation of enterprise behavior.For platform enterprises’ various types of behaviors that affect market operations and infringe consumer interests with limited costs, this article defines them as negative externalities behaviors, and then points out that the governance of the platform market is to prevent platform enterprises’ negative externalities behavior under the opportunism.This article introduces the concept of “deterrent governance”.From the perspective of mechanism design, the core of the governance method is to form prior constraints on the company’s negative externalities behaviors, so as to achieve such a governance effect: in terms of the overall market operation of the platform economy, for the purpose of enhancing competitiveness and fostering innovation, a more inclusive and prudent attitude is adopted to ensure its positive effect on market efficiency;in terms of the micro-subjects in the market, the negative externality behavior must be ahead and strictly constrained.Secondly, drawing on the idea of brinkmanship, designing a game model between platform enterprise and users, clarifying the realization mechanism of deterrence governance, the key is to clarify how to make deterrence in deterrence governance credible.The model results show that:(1)as the number of users churn increases, the credibility of deterrence will continue to rise after a brief decline;(2) the credibility of deterrence will decrease as the scale of platform enterprise users increases;(3) The greater the difference in user scale of enterprises in the platform market, the smaller the impact of user scale on the credibility of deterrence.The above theoretical analysis shows that deterrence governance can be realized by the flow of users, but it also points out that the realization of this governance method cannot completely rely on market mechanisms.Therefore, the realization of deterrence governance requires government intervention and the establishment of corresponding safeguards.Model derivation and simulation of calculation examples show that user scale and its changes are the key to the feasibility of this governance method, and deterrence governance is suitable for the market structure of the platform market with high concentration, which can ensure the efficiency of the high market concentration of the platform market.At the same time, restrict negative externalities in the platform market.Finally, this article puts forward the safeguard measures of deterrence governance, and believes that the realization of this governance method is based on the multi-homing of users, and the specific path is to stimulate the Reverse Matthew Effect through the loss of users.The key step is to strengthen the enterprise’s fear of user loss and reverse Matthew effect through information disclosure.At the same time, this paper proposes a new platform governance system-a hierarchical governance system.At the same time, this paper proposes a new platform governance system-a hierarchical governance system.The system separates the market from the enterprise.The market layer focuses on the market operation process and is a place where the platform economy plays an active role.Generally, it can adopt an inclusive attitude and create a relatively loose environment suitable for the development of innovative industries.In the specific governance process, the government needs to pay attention to supervision during the event and punishment after the event.In contrast, the governance object of the enterprise layer is the behavior of platform enterprises.The problems that platform enterprises produce in practice are diverse and complex, difficult to predict and cause great damage.Therefore, the behavioral governance of platform companies should be relatively cautious.The corresponding measure is the deterrent governance that proposed in this article.