基于双边视角的零售商运营研究  

Research on Retailers' Operation Strategies:Based on the Two-Sided Market Theory

作　　者：何维达[1] 张孟[1] 何丹[1] 

机构地区：[1]北京科技大学经济与管理学院,北京100083

出　　处：《商业经济与管理》2011年第5期15-21,共7页Journal of Business Economics

摘　　要：供应商的多样化和差异化,是零售平台的普遍特征。不同于源于供应商多样化的组间网络效应,源于差异化的供应商对顾客的边际组间网络效应是递减的,同时带来供应商间的负的竞争效应。研究发现,随差异化竞争的供应商数量增长,零售商对供应商的组间网络效应补贴下降,并向供应商收取源于差异化竞争的价格加成,限制差异化竞争的供应商数量。供应商间的差异化度越低,最优的差异化供应商数量越少。零售商在供应商多样化和差异化之间权衡选择的差异,形成零售商服务的差异化,有利于缓和零售商间的竞争。Diversification and differentiation of sellers are universal characteristics of retailers.Diversification and differentiation of sellers lead to two types of inter-group network effect： one from diversification and the other from differentiation.Marginal network effect from sellers to customers due to differentiation is diminishing and brings a negative intra-group competition effect.With the increase in the number of differentiated sellers,retailers reduce the subsidies to sellers originated from inter-group network effect,charge a differential-competition-based markup from sellers,and restrict the number of sellers.The lower the degree of sellers＇ differentiation,the smaller the optimal number of differentiated sellers.The difference in sellers＇ choice between diversification and differentiation leads to difference in their services,which benefits mitigating their competition.

关 键 词：零售商 双边市场 差异化 多样化 

分 类 号：F724[经济管理—产业经济]