本文選題：雙邊市場 + 交叉網(wǎng)絡(luò)外部性��； 參考：《南京大學(xué)》2017年碩士論文

【摘要】：隨著信息技術(shù)的迅猛發(fā)展和智能手機的普及,電子商務(wù)也迎來了高速發(fā)展的契機。網(wǎng)購已經(jīng)成為人們不可或缺的生活方式。隨著這種購物方式的深入人心,人們對網(wǎng)購的質(zhì)量要求也越來越高。以提供相對高質(zhì)量服務(wù)的B2C電子商務(wù)逐漸超過傳統(tǒng)的C2C電子商務(wù)成為人們網(wǎng)購的優(yōu)先選擇。在我國,按照運營方式的不同,可以把B2C電子商務(wù)分為三種:1、純自營型2、平臺型3、混合型。本文在對這三種平臺的優(yōu)缺點進(jìn)行分析,得出平臺型是今后B2C電子商務(wù)的發(fā)展趨勢。而眾多以自營起家的電子商務(wù)企業(yè)紛紛開放其平臺也證實了這種推測。因此本文也就把平臺型電子商務(wù)作為研究對象。主要從寡頭壟斷和雙寡頭競爭兩個方面來研究平臺型B2C電子商務(wù)的定價策略。本文在Armstrong提出的交叉網(wǎng)絡(luò)外部性和部分多歸屬的概念上,創(chuàng)新的提出平臺匹配成功率的概念。除了研究交叉網(wǎng)絡(luò)外部性和用戶的部分多歸屬對平臺定價的影響,還著重研究平臺匹配成功率在壟斷和競爭條件下對平臺定價的影響。文章分為五個章節(jié),第一章主要介紹本文的研究背景和意義,以及主要的創(chuàng)新點。第二章,介紹雙邊市場的定義并對雙邊市場定價文獻(xiàn)進(jìn)行梳理。同時介紹B2C網(wǎng)絡(luò)購物平臺的結(jié)構(gòu)和雙邊市場特征。第三章構(gòu)建了寡頭壟斷模型,通過對模型的推導(dǎo)和進(jìn)行數(shù)值分析得出以下幾點成果:1)平臺對消費者和商家的定價與兩者之間的交叉網(wǎng)絡(luò)外部性大小有關(guān)。2)平臺的利潤與匹配成功率正相關(guān)。第四章在Hotelling模型的基礎(chǔ)上,研究兩個對稱平臺的競爭。結(jié)果顯示,在消費者和商家都是單歸屬的情形下:1)兩個平臺對消費者和商家的收費與二者之間的交叉網(wǎng)絡(luò)外部性有關(guān)。2)兩個競爭平臺對雙邊用戶的定價與平臺匹配成功率負(fù)相關(guān)。在對雙邊用戶部分多歸屬的情況進(jìn)行研究發(fā)現(xiàn),1)與雙邊用戶單歸屬的情況一樣,平臺對用戶的定價與用戶的交叉網(wǎng)絡(luò)外部性有關(guān)。2)隨著平臺匹配成功率的提升,平臺的利潤先升高后下降。最后,在對比不同用戶的平臺接入形式時,研究表明:1)起初,用戶的交叉網(wǎng)絡(luò)外部性不大的時候,用戶單歸屬的平臺利潤比較大。隨著用戶交叉網(wǎng)絡(luò)外部性的提高,多歸屬變得越來越有利。2)起初,平臺的匹配成功率比較低的時候,單歸屬平臺的利潤比較高,隨著平臺匹配成功率的不斷提升,多歸屬變得越來越有利。第五章,對全文進(jìn)行總結(jié),并指出文中存在的不足之處與今后的研究方向。
[Abstract]:With the rapid development of information technology and the popularity of smart phones, e-commerce also ushered in a high-speed development opportunity.Online shopping has become an indispensable way of life.With the popularity of this way of shopping, people are increasingly demanding the quality of online shopping.In order to provide relatively high quality services, B2C e-commerce has gradually become a priority for people to buy online over the traditional C2C e-commerce.In China, B2C e-commerce can be divided into three types: 1: 1, 2 pure, 3 platform, and 3 hybrid.In this paper, the advantages and disadvantages of these three platforms are analyzed, and it is concluded that platform type is the development trend of B2C e-commerce in the future.And many e-commerce enterprises to self-owned open their platforms have confirmed this speculation.Therefore, this paper also takes platform-based e-commerce as the research object.The pricing strategy of platform B2C e-commerce is studied from two aspects of oligopoly and duopoly competition.In this paper, the concept of platform matching success rate is proposed on the basis of the concepts of cross-network externality and partial multi-attribution proposed by Armstrong.In addition to studying the influence of cross-network externalities and partial multi-attribution of users on platform pricing, the paper also focuses on the influence of platform matching success rate on platform pricing under monopolistic and competitive conditions.This paper is divided into five chapters. The first chapter mainly introduces the research background and significance of this paper, as well as the main innovation points.Chapter two introduces the definition of bilateral market and combs the literature of bilateral market pricing.At the same time, it introduces the structure of B2C online shopping platform and the characteristics of bilateral market.The third chapter constructs the oligopoly model.Through the derivation of the model and numerical analysis, the following results are obtained: 1) the pricing of consumers and merchants by the platform is related to the cross-network externality between them. 2) the profit of the platform is positively related to the matching success rate.Chapter 4 studies the competition of two symmetric platforms based on Hotelling model.The results show thatIn the case that both consumers and merchants belong to a single ownership, the two platforms charge consumers and merchants and the cross-network externalities between the two platforms are related to. 2) the pricing of bilateral users by the two competitive platforms is negatively correlated with the success rate of platform matching.In the case of multi-attribution of bilateral users, we find that the pricing of users is related to the cross-network externalities of users. 2) with the improvement of the success rate of platform matching, the pricing of users is related to the cross-network externalities of users.The platform's profit rises first and then falls.Finally, when comparing the platform access forms of different users, the research shows that at first, when the cross-network externalities of the users are not very large, the platform profit with single user ownership is relatively large.With the improvement of user cross-network externality, multi-attribution becomes more and more favorable.) at first, when the success rate of platform matching is relatively low, the profit of single home platform is relatively high, and with the continuous improvement of platform matching success rate,Multiple ownership is becoming more and more advantageous.The fifth chapter summarizes the full text, and points out the shortcomings of the paper and the future research direction.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274
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本文編號：1758023