本文選題：B2B平臺　切入點：投資決策　出處：《南京理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：B2B電子中介平臺作為互聯(lián)網(wǎng)中為企業(yè)提供平臺服務(wù)的第三方企業(yè),已成為電子商務(wù)中極具活力、發(fā)展迅速的市場主體。隨著信息技術(shù)的快速發(fā)展,B2B電子中介行業(yè)的競爭也在不斷加劇,通過IT投資來提高平臺的技術(shù)水平和服務(wù)質(zhì)量是平臺企業(yè)吸引和維系用戶的重要手段,而科學(xué)的投資決策方法在企業(yè)進行IT投資決策過程中發(fā)揮重要作用,對企業(yè)長期利潤和競爭優(yōu)勢的保持具有重要意義。B2B電子中介平臺具有典型的網(wǎng)絡(luò)外部性特征,網(wǎng)絡(luò)外部性下雙邊平臺用戶顯示出豐富的行為特征,通過理論建模討論網(wǎng)絡(luò)外部性下考慮用戶行為的B2B平臺的IT投資決策具有一定的理論與實踐意義。本文的研究對象B2B電子中介平臺是在互聯(lián)網(wǎng)中為交易雙方提供交易相關(guān)服務(wù)的第三方平臺企業(yè),本文在研究網(wǎng)絡(luò)外部性的基礎(chǔ)上同時考慮平臺用戶的行為特征對于B2B平臺投資決策的影響,首先通過文獻(xiàn)調(diào)研的方法對與本文研究問題相關(guān)的理論和研究進行綜述,在理論研究的基礎(chǔ)上,結(jié)合B2B平臺市場的網(wǎng)絡(luò)外部性特征和平臺用戶的感知偏好異質(zhì)性以及質(zhì)量、價格敏感性等特征,并將轉(zhuǎn)移成本視作內(nèi)生的投資策略,運用實物期權(quán)和博弈論建模方法,分析不同市場結(jié)構(gòu)下B2B電子中介平臺的價格、用戶規(guī)模和投資收益等情況,進一步探討在轉(zhuǎn)移成本和信息技術(shù)進步等因素綜合影響下B2B電子中介的最優(yōu)投資策略選擇;在理論建模的基礎(chǔ)上設(shè)計反映B2B電子中介市場競爭環(huán)境的計算機仿真系統(tǒng),通過仿真計算實驗,揭示網(wǎng)絡(luò)外部性下B2B平臺IT投資決策行為的變化機理并分析網(wǎng)絡(luò)外部性對B2B平臺投資決策的影響。理論建模和仿真實驗結(jié)果顯示,考慮網(wǎng)絡(luò)外部性和IT成本下降影響因素的雙寡頭B2B平臺IT投資策略只存在同時投資均衡和序列均衡兩種結(jié)果,且兩種投資均衡的出現(xiàn)由IT成本下降程度和網(wǎng)絡(luò)外部性的共同影響。在雙寡頭平臺同時投資博弈模型中,平臺競爭的結(jié)果是質(zhì)量降到最低,雙方進行價格競爭平臺競爭產(chǎn)生完全對稱的均衡價格,最終平分市場分額。在序貫投資博弈中,后進入市場的平臺有完全兼容和完全不兼容兩種策略選擇,先進入平臺在預(yù)計后進入者的策略選擇下會選擇合適大小的轉(zhuǎn)移成本來維持平臺的先動優(yōu)勢。當(dāng)后進入平臺成功采取與先進入平臺完全兼容的進入策略時,后進入平臺能夠憑借更高的平臺質(zhì)量吸引用戶、占據(jù)更大的市場份額,在競爭中搶占優(yōu)勢地位。本文的研究結(jié)論有助于提高電子商務(wù)平臺企業(yè)的管理者投資決策的科學(xué)性,可以為其提供決策借鑒,以期促進B2B電子中介的生存能力和市場競爭力的提升。
[Abstract]:B2B electronic intermediary platform, as a third party enterprise providing platform service for enterprises in the Internet, has become very dynamic in electronic commerce. With the rapid development of information technology, the competition of B2B electronic intermediary industry is also increasing. It is an important means for platform enterprises to attract and maintain users through IT investment to improve the technical level and service quality of the platform. The scientific investment decision method plays an important role in the process of IT investment decision, and has the typical network externality characteristic to the enterprise long-term profit and the competitive advantage maintenance. The B2B electronic intermediary platform has the typical network externality characteristic. Under the network externality, the users of bilateral platform show rich behavior characteristics. It is of certain theoretical and practical significance to discuss the IT investment decision of B2B platform considering user behavior under network externality through theoretical modeling. The research object of this paper is B2B electronic intermediary platform, which is provided to both parties in the Internet. Third-party platform enterprises trading related services, Based on the study of network externality, this paper considers the influence of the behavior characteristics of platform users on the investment decision of B2B platform. Firstly, the paper summarizes the theory and research related to the research of B2B platform by the method of literature research. On the basis of theoretical research, combined with the characteristics of network externality of B2B platform market, heterogeneity of perceived preference, quality and price sensitivity of platform users, transfer cost is regarded as an endogenous investment strategy. By using real option and game theory modeling method, this paper analyzes the price, user size and investment return of B2B electronic intermediary platform under different market structure. The optimal investment strategy selection of B2B electronic intermediary is discussed under the influence of transfer cost and information technology progress, and the computer simulation system reflecting the competitive environment of B2B electronic intermediary market is designed on the basis of theoretical modeling. Through the simulation calculation experiment, the change mechanism of IT investment decision-making behavior of B2B platform under network externality is revealed, and the influence of network externality on B2B platform investment decision is analyzed. Considering the influence factors of network externality and IT cost decrease, there are only two results of dual oligopoly B2B platform IT investment strategy: simultaneous investment equilibrium and sequential equilibrium. And the emergence of two kinds of investment equilibrium is influenced by the decrease of IT cost and the network externalities. In the model of duopoly platform, the result of platform competition is that the quality is the lowest. In the sequential investment game, the platform after entering the market has two strategic choices: completely compatible and completely incompatible. The first-entry platform will select the appropriate size of the transfer cost to maintain the first-mover advantage of the platform under the strategy choice of the expected later entrant. When the post-entry platform successfully adopts an entry strategy that is fully compatible with the first-entry platform, After entering the platform, it can attract users with higher platform quality, occupy a larger market share and occupy a dominant position in the competition. The conclusion of this paper is helpful to improve the scientific nature of the investment decision of the managers of e-commerce platform enterprises. It can be used for decision-making in order to promote the viability and market competitiveness of B2B electronic intermediary.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6

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