政府、平台、商家三方演化博弈分析与治理

Analysis and Governance of the Three-party Evolutionary Game among the Government,Platforms and Merchants

由于电子商务平台(简称平台)与商家存在“合谋”现象,商家的不正当竞争行为一直是平台经济发展过程中难以解决的问题。本文通过构建包含政府、平台、商家的三方演化博弈模型,并设计相关政策变量,刻画现实经济系统如何向政府监管平台、平台监管商家所对应的最优稳定状态演化。研究发现:(1)从机制设计来看,采用政府监管平台、平台监管商家、商家自律的三级监管机制,并合理运用奖励与惩罚监管手段能够有效解决平台与商家的合谋问题,进而有效治理商家的不正当竞争行为。(2)从监管手段来看,应对平台与商家实施差异化奖惩手段及不同力度的奖惩措施。(3)从监管成本来看,降低监管成本是促进实施三级监管机制的重要途径。

Due to the“collusion”between e-commerce platforms(platforms for short)and merchants,the unfair competition behavior of merchants has always been a difficult problem to solve in the development of the platform economy.In this paper,by constructing a third-party evolutionary game model among the government,platforms,and merchants,and designing relevant policy variables,we describe how the real economic system evolves towards the optimal stable state in terms of the government-regulated platforms and platform-regulated merchants.The study finds that:1)from the perspective of mechanism design,the three-level regulatory mechanism of government-regulated platforms,platformregulated merchants,and merchants’self-regulation is adopted,and rewards and penalties are reasonably applied to the regulatory instruments.It can eff ectively solve the problem of collusion between platforms and merchants,and then govern the unfair competition behaviors of merchants;2)from the point of view of regulatory means,the platforms and merchants should implement differentiated rewards and penalties and different strengths of rewards and penalties;3)in terms of regulatory costs,reducing regulatory costs is an important way to promote the implementation of the three-tier regulatory mechanism.