基于双边市场理论的互联网定价模式与反垄断问题研究  

Study on Pricing Modes and Anti-monopoly Regulation in the Internet Industry Based on Bilateral Markets Theory

作　　者：王宏涛[1,2,3] 陆伟刚[2] 

机构地区：[1]西安邮电学院经济与管理学院,陕西西安710061 [2]西安邮电学院产业经济研究所,陕西西安710061 [3]西安交通大学经济与金融学院,陕西西安710068

出　　处：《华东经济管理》2012年第6期69-74,共6页East China Economic Management

基　　金：国家自然科学基金项目(71173172);教育部人文社科一般项目(西部和边疆地区项目)(11XJC790009)

摘　　要：文章首先厘清中国电信业的双边市场特征,然后通过构建双边市场模型分析了垄断平台和竞争性平台的均衡价格,同时考虑了不同收费形式下中国电信业的定价策略,最后分析了其双边市场中反垄断政策的含义。研究主要结论是:双边市场定价通常对需求价格弹性较小一边的价格加成比较高;网络外部性越强,价格结构越不对称;价格结构与用户数量或平台交易量是动态相互影响;差异化程度越大,平台对用户的价格加成越大。这对于我国"三网融合"的背景下电信产业市场结构、定价策略和反垄断问题具有一定的借鉴意义。Firstly,this paper clarifies the bilateral markets’ characteristics of China Telecom.Secondly,by building a bi lateral markets model,the paper analyzes the monopoly platform and equilibrium price of the competitive platform.Thirdly,the paper analyzes the pricing strategy of China Telecom in different charge modes.Finally,the concept of anti-monopoly pol icy in bilateral markets is analyzed.The results show that the pricing plus is higher for which price elasticity of demand is usu ally smaller in bilateral markets,and the more network externalities,the more asymmetrical in the price structure,and there is a dynamic effect between price structure and quantity of users or platform exchange,and more product differentiation ex tent,the more pricing plus for users from platform.The results are useful for China Telecom to solving the problems of market structure,pricing strategy and anti-monopoly under the condition of＂three network fusion＂.

关 键 词：双边市场 价格结构 反垄断 

分 类 号：F407[经济管理—产业经济]