P2P平台的自营B2P业务拓展及其对制造商和消费者的影响

The Expansion of P2P Platforms’Self⁃operated B2P Business and Its Impact on Manufacturers and Consumers

本文将制造商、P2P共享平台(简称P2P平台)和消费者的策略性行为纳入博弈模型框架,并分别建立P2P平台拓展和不拓展自营B2P共享业务两种情形下的动态博弈模型。基于相应的子博弈精炼均衡,研究发现:(1)P2P平台拓展自营B2P共享业务的市场条件是,对于任意给定的B2P和P2P共享业务服务质量水平,拓展自营B2P共享业务的固定投资成本和产品使用率均较低;(2)P2P平台拓展自营B2P共享业务能增加制造商的运营利润和消费者总剩余;(3)提升P2P平台自营B2P共享业务服务水平对拓展自营B2P共享业务有正面的影响,而提升P2P共享业务服务水平对拓展自营B2P共享业务的影响是非单调的;(4)当P2P平台拓展自营B2P共享业务时,若P2P平台自营B2P和P2P共享业务的服务质量都较高,则提升自营B2P和(或)P2P共享业务服务质量会带来P2P平台、制造商和消费者三赢的局面,但当P2P共享业务服务质量较低时,仅提升P2P共享业务服务质量会造成P2P平台、制造商和消费者三输的局面。

This paper game⁃theoretically examines the strategic behaviors of manufacturers,P2P sharing platforms(referred to as plat⁃forms),and consumers with platforms conducting and not conducting self⁃operated B2P sharing business.Based on the corresponding equilibria,this paper finds that:the market conditions for platforms’expansion of self⁃operated B2P sharing business are that for any given level of service quality of B2P and P2P sharing business,and the fixed investment cost and product usage rate are low;(2)the platforms’expansion of self⁃operated B2P sharing business increases the manufacturer’s operating profit and total consumer surplus;(3)upgrading the service level of platform self⁃operated B2P sharing business has a positive impact on its expansion of self⁃operated business,while improving the service level of P2P sharing business has a non⁃monotonic impact on its expanding self⁃operated B2P sha⁃ring business;(4)when the platform expands its self⁃operated B2P sharing business,if the service quality of both the platform’s self⁃operated B2P and P2P sharing business is high,improving the service quality of self⁃operated B2P and/or P2P sharing business will re⁃sult in a triple⁃wins for the platform,manufacturer and consumers;however,when the service quality of the P2P sharing business is low,only improving the service quality of the P2P sharing business will lead to a triple⁃losses situation for the platform,manufacturer,and consumers.