双边市场下大型零售商的竞争策略研究  

The Competitive Strategy of Large Retailer in Two-sided Markets

作　　者：曲创[1,2] 杨超[1] 臧旭恒[1,2] 

机构地区：[1]山东大学经济学院,山东济南250100 [2]山东大学产业经济研究所,山东济南250100

出　　处：《中国工业经济》2009年第7期67-75,共9页China Industrial Economics

基　　金：教育部人文社会科学重大攻关项目"转轨时期消费需求升级与产业发展研究"(批准号06JZD0017);"泰山学者"建设工程专项经费;山东大学"985工程"二期项目"产业经济理论与政策研究"

摘　　要：本文研究双边市场中大型零售商的竞争性策略,大型零售商为双边市场中的平台厂商。研究发现,大型零售商会在竞争初期采用优惠手段吸引大量消费者,以利用交叉网络外部性在市场竞争中占据优势;基于利润最大化的目的,大型零售商会对交叉网络外部性较大的一方,即消费者采取低价策略,而对交叉网络外部性较小的一方,即供应商采取高收费策略。大型零售商收取的通道费和制定的零售加价补偿了其部分服务成本,并进行了市场中外部性的重新分配。This paper focuses on the competitive strategy of large retailer as a platform provider in two-sided markets. We found that the large retailer would attract lots of consumers to take the advantage of the cross-group network externalities in the beginning. To maximize the profit, the large retailer would offer low price to the consumers with larger cross-group network externalities, and high price to the suppliers with lower cross-group network externalities. The slotting fees and higher retail price charged by the large retailer would partly compensate the cost and redistribute the externalities in the market.

关 键 词：双边市场 大型零售商 定价策略 竞争策略 

分 类 号：F403.1[经济管理—产业经济]