本文選題：外賣平臺　切入點：雙邊市場　出處：《東北財經(jīng)大學(xué)》2015年碩士論文

【摘要】：自從21世紀以來,互聯(lián)網(wǎng)技術(shù)發(fā)展日趨成熟,互聯(lián)網(wǎng)技術(shù)與傳統(tǒng)產(chǎn)業(yè)相結(jié)合產(chǎn)生的新興產(chǎn)業(yè)也越來越多；另一方面,在人們逐漸養(yǎng)成網(wǎng)購的用戶體驗下、移動支付的健全機制以及生活節(jié)奏的加快,互聯(lián)網(wǎng)與傳統(tǒng)餐飲業(yè)的結(jié)合使得外賣平臺這一新興產(chǎn)業(yè)應(yīng)運而生�，F(xiàn)階段國內(nèi)外賣平臺產(chǎn)業(yè)正處于快速成長時期,市場規(guī)模越來越大,但是外賣平臺在產(chǎn)業(yè)內(nèi)競爭激烈,平臺企業(yè)之間的“價格戰(zhàn)”,甚至出現(xiàn)了類似于團購網(wǎng)站“百團大戰(zhàn)”,很多外賣平臺企業(yè)進入和退出這一領(lǐng)域。外賣平臺企業(yè)之間相互競爭,但是外賣平臺企業(yè)在市場進入之初采用低價進入策略,相互之間的“補貼戰(zhàn)”、“價格戰(zhàn)”不斷,這不同于任何以往的傳統(tǒng)產(chǎn)業(yè)的價格戰(zhàn)；另一方面雙邊市場理論的出現(xiàn),解釋了許多傳統(tǒng)經(jīng)濟學(xué)很多無法解釋的經(jīng)濟現(xiàn)象,而外賣平臺作為一個新興產(chǎn)業(yè),它本身也具有雙邊市場所具有的屬性特征。本文首先介紹了外賣平臺這一新興產(chǎn)業(yè)的發(fā)展現(xiàn)狀,介紹了國內(nèi)外學(xué)者在平臺經(jīng)濟及雙邊市場理論的研究與貢獻,主要集中于平臺企業(yè)的雙邊市場屬性、定價模型、競爭行為以及差異化策略等方面研究。其次,介紹外賣平臺的雙邊市場特征屬性、市場格局,通過市場結(jié)構(gòu)分析得出目前外賣平臺市場處于寡頭壟斷市場,以寡頭壟斷和網(wǎng)絡(luò)外部性為定價模型的前提假設(shè)。最后,通過對外賣平臺的競爭行為經(jīng)濟學(xué)分析,主要以定價行為和非定價行為進行區(qū)分,包括市場進入策略、定價策略以及非定價策略,試圖通過分析外賣平臺企業(yè)定價機制與非定價的差異化等競爭行為,分析這些行為對餐飲消費者、外賣平臺企業(yè)和餐飲供應(yīng)商福利影響,試圖對外賣平臺整個產(chǎn)業(yè)健康有序發(fā)展有所借鑒意義。研究結(jié)果表明：首先,我國外賣平臺市場時典型的雙邊市場,具有雙邊市場網(wǎng)絡(luò)外部性、多歸屬、非對稱定價以及需求互補等特征。外賣平臺企業(yè)往往對消費者免費甚至補貼,而對餐飲商家收取費用。其次,通過運用傳統(tǒng)產(chǎn)業(yè)組織市場結(jié)構(gòu)界定方法,估計外賣平臺的市場結(jié)構(gòu),得出目前外賣平臺市場處于寡頭壟斷的市場結(jié)構(gòu)。外賣平臺進入行為,為了培養(yǎng)用戶習(xí)慣,增強用戶體驗,往往采用補貼來快速的占領(lǐng)市場,同時市場領(lǐng)先者也往往采取補貼降價將潛在競爭者驅(qū)逐出該區(qū)域市場,融資是企業(yè)使用補貼背后重要支撐。從定價模型中得出外賣平臺的同質(zhì)化程度越高,企業(yè)市場支配勢力越小,提高差異化是增強外賣平臺合理有效的競爭策略。最后,論證了串謀行為在外賣平臺寡頭壟斷市場的可行性,差異化的產(chǎn)品和服務(wù)能有效提高競爭力,通過差異化競爭策略增強轉(zhuǎn)換成本,增強外賣平臺的定價權(quán),促進整個外賣平臺產(chǎn)業(yè)從粗獷式從集約式良性化發(fā)展,望給予不同狀態(tài)下的平臺企業(yè)提出一些決策建議。
[Abstract]:Since the 21st century, the development of Internet technology has become more and more mature, and the combination of Internet technology and traditional industries has produced more and more new industries. On the other hand, with people gradually developing the experience of online shopping,With the sound mechanism of mobile payment and the quickening of life rhythm, the combination of Internet and traditional catering industry makes take-out platform a new industry emerge as the times require.At this stage, the domestic and foreign selling platform industry is in a period of rapid growth, and the market scale is getting larger and larger. However, the competition of take-out platforms in the industry is fierce, and the "price war" among platform enterprises has even appeared similar to the "hundred Troupe Wars" of group-buying websites.Many takeout platform enterprises enter and exit this field.Takeout platform enterprises compete with each other, but at the beginning of market entry, takeout platform enterprises adopt the strategy of low price entry, the "subsidy war" and "price war" between each other, which is different from any traditional industry in the past.On the other hand, the emergence of bilateral market theory explains many economic phenomena which cannot be explained in traditional economics. As a new industry, take-out platform has its own attributes of bilateral market.Firstly, this paper introduces the development status of take-out platform as a new industry, and introduces the research and contribution of domestic and foreign scholars in platform economy and bilateral market theory, mainly focusing on the bilateral market attributes and pricing models of platform enterprises.Research on competitive behavior and differentiation strategy.Secondly, this paper introduces the bilateral market characteristics and market pattern of take-out platform. Through the analysis of market structure, we conclude that the market of takeout platform is in oligopoly market, with oligopoly and network externality as the premise of pricing model.Finally, through the economic analysis of the competitive behavior of the external selling platform, it mainly distinguishes between the pricing behavior and the non-pricing behavior, including the market entry strategy, the pricing strategy and the non-pricing strategy.This paper attempts to analyze the effects of these behaviors on the welfare of catering consumers, take-out platform enterprises and food suppliers by analyzing the competitive behaviors of the take-out platform enterprises' pricing mechanism and non-pricing, etc.Try to sell the platform of the whole industry healthy and orderly development of reference significance.The results show that: firstly, the typical bilateral market in China's take-out platform market has the characteristics of network externality, multi-attribution, asymmetric pricing and complementary demand.Takeout platform enterprises tend to consumers free or even subsidies, and catering businesses charged fees.Secondly, by using the method of defining the market structure of traditional industrial organization, the paper estimates the market structure of take-out platform, and draws the conclusion that the market structure of take-out platform is oligopoly at present.In order to cultivate user habits and enhance the user experience, take-out platforms often use subsidies to quickly capture the market, while market leaders often use subsidies to reduce prices to expel potential competitors from the market in the region.Financing is an important support behind enterprise use subsidies.It is concluded from the pricing model that the higher the degree of homogenization of take-out platform and the smaller the dominant power of enterprise market, the more effective competitive strategy is to strengthen takeout platform by improving differentiation.Finally, the feasibility of collusion in the oligopoly market of take-out platform is demonstrated. The differentiated products and services can effectively improve the competitiveness, enhance the conversion cost and the pricing power of the take-out platform through the differentiated competition strategy.In order to promote the development of the whole take-out platform industry from the rough type to the intensive type, it is hoped that the platform enterprises under different conditions will be given some decision making suggestions.
【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F719.3

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