本文選題：軟件平臺 + 雙邊市場　； 參考：《北京郵電大學》2013年博士論文

【摘要】：隨著網(wǎng)絡經(jīng)濟的發(fā)展,在軟件業(yè)和互聯(lián)網(wǎng)業(yè)的共同推動之下,軟件平臺從“桌面”系統(tǒng)向互聯(lián)網(wǎng)平臺遷移,同時軟件交易也日益電子商務化。這種轉變一方面重塑了軟件產(chǎn)業(yè)的商業(yè)模式,為產(chǎn)業(yè)發(fā)展注入了新的活力,使軟件平臺產(chǎn)業(yè)迎來了蓬勃發(fā)展之勢；另一方面也使軟件平臺逐步成為軟件生態(tài)系統(tǒng)的核心,未來隨著云計算模式的成熟,軟件平臺將迎來更加廣闊的發(fā)展空間。但目前理論界還缺乏對軟件平臺運營機制全面、系統(tǒng)的研究,諸多的理論和實踐問題未能得到有效解釋,滯后于產(chǎn)業(yè)實踐的發(fā)展。本文立足軟件平臺的產(chǎn)業(yè)發(fā)展前沿,深入分析軟件平臺的屬性特征,并以其特有屬性為主線,研究了軟件平臺在不同特征結構下的行為和績效問題,將具有重要的理論和現(xiàn)實意義。 同時本文在研究方法、研究對象及研究內(nèi)容方面,也均具有一定的突破和創(chuàng)新： 在研究方法上,本文借鑒了傳統(tǒng)產(chǎn)業(yè)組織理論的對軟件產(chǎn)業(yè)的研究成果,并綜合運用了博弈論的分析方法。突破了現(xiàn)有文獻大多在單一理論框架下研究軟件平臺運營模式的問題,有較強的方法創(chuàng)新性； 在研究對象上,本文立足產(chǎn)業(yè)發(fā)展實踐將軟件平臺的內(nèi)涵拓展到基于互聯(lián)網(wǎng)的新型軟件平臺上,對目前大多數(shù)文獻中軟件平臺的研究均以PC操作系統(tǒng)作為主要對象進行了補充。同時也挖掘了在這樣的形勢下軟件平臺新的屬性特征,如多層次開放性、雙邊用戶多歸屬性等。因此在研究對象上具有一定的創(chuàng)新性。 在研究內(nèi)容上,本文從軟件平臺的特有屬性出發(fā),研究了“三角式”體系架構下的軟件平臺定價機制、封閉和開放結構對軟件平臺運營的影響、雙邊用戶多歸屬條件下的平臺運營特點等產(chǎn)業(yè)熱點問題。而目前還鮮見以上這些領域的理論研究成果,體現(xiàn)了本文在內(nèi)容上的創(chuàng)新性。 本文的主要研究思路和組織采用了“總-分-總”的結構：首先,梳理軟件平臺的發(fā)展脈絡,把握軟件平臺在產(chǎn)業(yè)發(fā)展中所面臨的主要問題；其次,回顧前人學者在軟件平臺運營方面的研究,并與實踐相結合,總結現(xiàn)有研究的不足；并綜述雙邊市場理論研究與應用的發(fā)展現(xiàn)狀,一方面論證應用雙邊市場理論來研究軟件平臺運營問題的合理性,另一方面也為本文的后續(xù)研究提供理論支撐；第三,在雙邊市場的視角下,根據(jù)前文對軟件平臺運營實踐和理論發(fā)展的認識,分析軟件平臺的結構特征,這是后續(xù)建立分析模型的基礎；第四,在軟件平臺的不同屬性特征下,分別建立數(shù)理分析模型,研究不同情況下軟件平臺的運營特點；最后,總結前文對軟件平臺運營規(guī)律的研究,并對平臺企業(yè)的發(fā)展提出建議。論文整體上完成了從實踐到理論再到實踐的“歸納——演繹”過程 通過研究,本文得到如下主要結論： 第一.軟件平臺既具有雙邊市場的一般特征,又具有一定的特有屬性。在一般特征方面,主要包括：雙邊用戶之間具有交叉網(wǎng)絡外部性,價格結構非中性和雙邊需求的互補性的特點。在特有屬性方面,主要包括：“三角式”的體系架構,具有封閉或開放的多層次開放性,及雙邊用戶的同時多歸屬。這些特點共同決定了軟件平臺的運營機制問題。 第二,用戶單歸屬的市場壟斷環(huán)境下。軟件平臺的利潤與接入的雙邊用戶規(guī)模,效用彈性和平臺的結構等均相關。而在其他因素不變的情況下,開放一體化結構的軟件平臺將在最終用戶接入規(guī)模方面占優(yōu)。封閉一體化結構的軟件平臺在利潤水平方面占優(yōu)。 第三,單歸屬的市場競爭環(huán)境下。用戶的最大需求量及競爭平臺之間的可替代程度,共同決定了平臺是否能在市場份額和利潤方面占據(jù)優(yōu)勢。 同時分析發(fā)現(xiàn),為在市場競爭中占據(jù)優(yōu)勢地位,封閉平臺和開放一體化平臺應采取不同的競爭策略。封閉平臺需要在用戶側進行持續(xù)的創(chuàng)新,提高用戶最大需求量；而開放平臺在用戶側只需采取跟隨策略即可,需要提高對應用軟件的縱向整合能力。 第四,在雙邊多歸屬條件下軟件平臺的運營研究中發(fā)現(xiàn),當軟件平臺在一邊擁有越多的單歸屬用戶時,將對另一邊用戶制定更高的接入價格,但依然能夠在另一邊吸引較多的用戶接入。這一結論體現(xiàn)出單歸屬用戶對軟件平臺的特殊重要性。 最后結合主要結論,論文對軟件平臺企業(yè)在平臺的結構、市場行為、總體發(fā)展戰(zhàn)略上提供了相關建議。
[Abstract]:With the development of the network economy, the software industry and the Internet industry are promoted by the software industry and the Internet industry. The software platform is migrated from the "desktop" system to the Internet platform. At the same time, the software transaction is increasingly electronic commerce. On the one hand, the transformation of the software industry has reshaped the business model of the software industry, injected new vitality into the industry development, and made the software platform industry welcome. On the other hand, the software platform is gradually becoming the core of the software ecosystem. In the future, with the maturity of the cloud computing model, the software platform will usher in a wider development space. However, there is still a lack of comprehensive and systematic research on the operating mechanism of the software platform, and many theoretical and practical problems are not available at present. The effective interpretation is lagging behind the development of industrial practice. Based on the industrial development frontier of the software platform, this paper deeply analyzes the characteristics of the software platform, and studies the behavior and performance of the software platform under the different characteristics, which will have important theoretical and practical significance.
At the same time, this paper also has some breakthroughs and innovations in research methods, research objects and research contents.
In the research method, this paper draws on the research results of the traditional industrial organization theory to the software industry, and uses the analysis method of game theory synthetically. It breaks through the existing literature in the single theoretical framework to study the operation mode of the software platform, and has a strong method of innovation.
On the object of research, this paper expands the connotation of the software platform to the new software platform based on the Internet based on the industrial development practice. The research on the software platform in most of the literature is supplemented by the PC operating system as the main object. Multi level openness and bilateral users are mostly attributable. Therefore, they are innovative in research subjects.
From the special properties of the software platform, this paper studies the pricing mechanism of the software platform under the "triangle" architecture, the influence of the closed and open structure on the operation of the software platform, and the hot issues of the platform operation under the condition of multi ownership of the bilateral users. The research results reflect the innovation of the content in this paper.
The main research ideas and organizations of this paper adopt the structure of "total - Total - Total". First, it combs the development of the software platform and grasps the main problems that the software platform faces in the development of the industry. Secondly, it reviews the previous scholars' research on the operation of the software platform and combines with the practice to sum up the shortcomings of the existing research. On the one hand, the rationality of the application of bilateral market theory to study the problem of software platform operation is demonstrated, on the other hand, it also provides theoretical support for the follow-up study of this paper. Third, in the perspective of bilateral market, the understanding of the operation practice and theoretical development of the software platform is divided according to the previous article. The structural features of the software platform are analyzed, which is the basis for following up analysis of the model. Fourth, the mathematical analysis model is established under the different attributes of the software platform to study the operating characteristics of the software platform under different circumstances. Finally, the research on the operation rules of the software platform is summarized, and the suggestions for the development of the platform enterprises are put forward. On the whole, the thesis has completed the process of induction and deduction from practice to theory to practice.
Through the study, the main conclusions are as follows:
First. The software platform not only has the general characteristics of the bilateral market, but also has some special properties. In the general characteristics, it mainly includes the characteristics of the cross network externality, the non neutral price structure and the complementarity of the bilateral demand between the bilateral users. There are closed or open multi level openness and simultaneous multi attribution of bilateral users, which together determine the operation mechanism of the software platform.
Second, in the market monopoly environment of user single ownership. The profit of the software platform is related to the size of the bilateral user, the utility flexibility and the structure of the platform. In the case of other factors, the software platform of the open integrated structure will be dominant in the end user access scale. The software platform of the closed integrated structure will be used. The profit level is dominant.
Third, in a single owned market competition environment, the maximum user demand and the degree of replacement between the competitive platform determine whether the platform can dominate the market share and profit.
At the same time, it is found that in order to occupy the dominant position in the market competition, the closed platform and the open integrated platform should adopt different competitive strategies. The closed platform needs continuous innovation on the user side to improve the maximum demand of the user, while the open platform only needs to follow the following strategy on the user side, and it needs to improve the application software. To the ability to integrate.
Fourth, in the operation research of the software platform under the condition of bilateral multiple ownership, it is found that when the software platform has more single users on one side, it will make higher access price to the other side, but still can attract more users on the other side. This conclusion reflects the special importance of the single user to the software platform. Sex.
Finally, combined with the main conclusions, the paper provides some suggestions for the software platform enterprises in the structure, market behavior and overall development strategy of the platform.
【學位授予單位】：北京郵電大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F49

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