多平台接入对B2B平台竞争策略的影响——基于双边市场视角  

On the Effect of Multi-homing on Competitive Strategies of B2B Platform Based on Two-sided Market Theory

作　　者：曹俊浩[1] 陈宏民[1] 孙武军[2] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052 [2]南京大学商学院,江苏南京210093

出　　处：《财经研究》2010年第9期91-99,共9页Journal of Finance and Economics

基　　金：国家自然科学基金项目(70972032);教育部人文社会科学规划项目(06JA630038)

摘　　要：文章通过构建B2B市场的Hotelling平台竞争模型,比较分析了平台用户接入方式的变化对竞争性平台策略的影响。研究结果表明,多平台接入改变了平台双边用户规模和收费结构,但并不必然增加或降低竞争性平台的收费水平和平台利润。当服务水平较低或交叉网络外部性较强时,多平台接入将导致多方持有用户收费水平的提高和平台利润水平的增加。By constructing Hotelling platform competition model for B2B market, the paper analyzes the effect of the change of platform user access on competitive platform strategies. The results show that multi-homing has changed bilateral user sizes, price structure and profit level of competitive platforms, but does not necessarily increase or decrease charging fees and platform profits. When service level is lower or cross-network externali ty is higher, multi-homing will lead to the increase of charging fees to users and platform profits.

关 键 词：双边市场理论 B2B平台 多平台接入 

分 类 号：F724.6[经济管理—产业经济]