本文選題：雙邊市場 + 平臺企業(yè)�。� 參考：《北方工業(yè)大學(xué)》2017年碩士論文

【摘要】：伴隨著互聯(lián)網(wǎng)技術(shù)的進(jìn)步與發(fā)展,我國政府實(shí)行了有力的"互聯(lián)網(wǎng)+"工程政策,很多傳統(tǒng)企業(yè)接入互聯(lián)網(wǎng)成為平臺企業(yè),而新成立的企業(yè)多為平臺企業(yè)。所謂平臺企業(yè)是具有雙邊用戶且存在交叉網(wǎng)絡(luò)效應(yīng)的企業(yè),其共有雙邊市場的特點(diǎn),一邊是賣方或廠商,另外一邊為消費(fèi)者。平臺企業(yè)主要為雙邊用戶提供內(nèi)容或信息等服務(wù)。平臺企業(yè)之間的競爭更多表現(xiàn)為增加更多的用戶,并使市場上多歸屬消費(fèi)者成為自己平臺上的單歸屬用戶的競爭態(tài)勢。與傳統(tǒng)企業(yè)競爭策略類似,平臺企業(yè)的競爭策略主要包括價(jià)格策略、進(jìn)入壁壘策略、差異化策略等等。其中,差異化策略既能降低發(fā)生價(jià)格戰(zhàn)的可能性,也能增加或抬高平臺內(nèi)用戶的轉(zhuǎn)換成本,遏制其轉(zhuǎn)移到其他平臺上的可能性。平臺企業(yè)會(huì)通過云計(jì)算以及大數(shù)據(jù)等方式,實(shí)行為消費(fèi)者提供精準(zhǔn)用戶服務(wù)或者提升平臺企業(yè)的整體質(zhì)量等差異化策略,即通過提升消費(fèi)者的效用來增加其平臺上的用戶量,進(jìn)而增加其市場的份額與利潤。本文基于雙邊市場的理論研究平臺企業(yè)差異化策略的問題,弱化了定價(jià)的分析,著重研究不同差異化競爭策略對平臺企業(yè)利潤的影響。文章主要在已有文獻(xiàn)基礎(chǔ)上,針對市場存在多歸屬消費(fèi)者的情況,并考慮了平臺企業(yè)規(guī)模存在差異時(shí),平臺企業(yè)選擇差異化競爭策略的原則。文章首先根據(jù)相關(guān)文獻(xiàn)做較全面的綜述,對平臺企業(yè)差異化策略與平臺企業(yè)的規(guī)模做了界定,設(shè)定平臺企業(yè)上的三方用戶的相關(guān)表達(dá)式,同時(shí)構(gòu)建了兩階段完全信息動(dòng)態(tài)博弈模型。之后,通過子博弈精煉納什均衡與控制變量法,推導(dǎo)出了規(guī)模相近與規(guī)模不同的兩個(gè)平臺企業(yè)的有關(guān)差異化策略選擇的利潤反應(yīng)方程。然后,求得寡頭市場的兩個(gè)平臺企業(yè)差異化競爭策略均衡結(jié)果,并對所得的結(jié)果進(jìn)行了分析討論。最后,為驗(yàn)證公式推導(dǎo)的正確性,本文選用了數(shù)值仿真模擬與構(gòu)建三維圖像的方法進(jìn)行了實(shí)證分析。文章研究得出結(jié)論,第一,在互聯(lián)網(wǎng)上,任何信息都能及時(shí)可知,因而在短期,任一平臺企業(yè)實(shí)行差異化策略后,所產(chǎn)生超額利潤,會(huì)被對手平臺企業(yè)、兩個(gè)平臺上的賣方以及消費(fèi)者及時(shí)地瓜分。由于信息完備,可以認(rèn)為互聯(lián)網(wǎng)上的市場更具有市場效率。在給消費(fèi)者提供更精準(zhǔn)的用戶服務(wù)方面,由于市場上的消費(fèi)者總量是一定的,因而,不論多歸屬消費(fèi)者數(shù)量是外生還是內(nèi)生,規(guī)模相近的兩個(gè)平臺企業(yè)的競爭都可以歸為零和博弈。而規(guī)模不同的兩個(gè)平臺企業(yè)的競爭,具有更多消費(fèi)者的大規(guī)模的平臺企業(yè)能夠獲得更多的利潤,小規(guī)模的平臺企業(yè)獲利少。在長期,兩個(gè)平臺企業(yè)存在競爭均衡。第二,在提升平臺整體質(zhì)量方面,規(guī)模相近的兩個(gè)平臺企業(yè)之間競爭會(huì)存在一定的跟進(jìn)行為,這一結(jié)論與傳統(tǒng)市場上的廠商跟進(jìn)策略相近。而兩個(gè)平臺企業(yè)規(guī)模不同時(shí),基于理性人假設(shè),都將提供給消費(fèi)者相同質(zhì)量的服務(wù)。
[Abstract]:With the progress and development of Internet technology, our government has implemented a powerful "Internet" project policy. Many traditional enterprises connected to the Internet become platform enterprises, and most of the newly established enterprises are platform enterprises. The so-called platform enterprise is the enterprise which has the bilateral user and has the cross network effect. It has the characteristics of the bilateral market, one side is the seller or manufacturer, the other side is the consumer. Platform enterprises mainly for bilateral users to provide content or information services. The competition among platform enterprises is more to increase the number of users, and make the market more belong to consumers as their own platform of single-home users competition situation. Similar to the traditional competition strategy, the platform enterprise's competition strategy mainly includes the price strategy, the entry barrier strategy, the differentiation strategy and so on. The differentiation strategy can not only reduce the possibility of price war, but also increase or raise the conversion cost of users in the platform, and restrain the possibility of its transfer to other platforms. Through cloud computing and big data, platform companies will implement such differentiated strategies as providing accurate user services to consumers or improving the overall quality of platform enterprises, that is, increasing the number of users on the platform by enhancing consumers' utility. In turn, increase its market share and profits. Based on the theory of bilateral market, this paper studies the differentiation strategy of platform enterprises, weakens the analysis of pricing, and focuses on the influence of different competition strategies on the profit of platform enterprises. Based on the existing literature, this paper aims at the situation of multiple ownership of consumers in the market, and considers the principle that the platform enterprises choose the differentiated competition strategy when the scale of the platform enterprises is different. Firstly, according to the related literature, the paper defines the differentiation strategy and the scale of the platform enterprise, and sets the relevant expression of the tripartite users on the platform enterprise. At the same time, a two-stage complete information dynamic game model is constructed. Then, by subgame refining Nash equilibrium and control variable method, the profit reaction equation of two platform enterprises with similar scale and different scale is derived. Then, the equilibrium results of differentiated competition strategies of two platforms in oligopoly market are obtained, and the results are analyzed and discussed. Finally, in order to verify the correctness of the derivation of the formula, the numerical simulation method and the method of constructing 3D image are selected for empirical analysis in this paper. The paper concludes that, first, on the Internet, any information can be known in time, so in the short run, after any platform enterprise implements the differentiation strategy, the excess profit will be generated by the rival platform enterprise. The seller and the consumer on the two platforms divide up in time. Because information is complete, can think the market on Internet has market efficiency more. In terms of providing more accurate customer services to consumers, since the total amount of consumers in the market is certain, whether the number of consumers is mostly exogenous or endogenous, The competition of the two platform enterprises with similar scale can be classified as zero-sum game. In the competition between two platform enterprises with different scale, the large scale platform enterprises with more consumers can obtain more profits, while the small scale platform enterprises have less profit. In the long run, the two platform enterprises exist competitive equilibrium. Second, in improving the overall quality of the platform, the competition between the two similar platform enterprises will have a certain follow-up behavior, which is similar to the traditional market firms' follow-up strategy. And two platform enterprise scale is different, based on the rational person hypothesis, will provide the same quality service to the consumer.
【學(xué)位授予單位】：北方工業(yè)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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