城市晚报:定价、虚假发行量与规制政策——基于双边平台理论的视角  

City Evening Daily:Pricing,Exaggerative Circulation and Regulation——Based on the Theory of Two-sided Market

作　　者：吴昌南[1] 

机构地区：[1]江西财经大学产业经济研究院,江西南昌330013

出　　处：《中国工业经济》2014年第2期109-121,共13页China Industrial Economics

基　　金：国家自然科学基金项目"信息产业成长促进区域产业结构共生演进的机制研究--基于知识融合视角"(批准号71073073);国家社会科学基金项目"我国文化产业集群发展水平评价及对策研究"(批准号12BJY045)

摘　　要：目前,国内外研究双边平台的文献对平台产品或服务残值问题没有引起关注。学者们关注的焦点是平台双边最优价格结构及平台竞争问题。本文以城市晚报作为研究对象,突出了晚报存在残值(废纸回收价)的特征,并沿用平台理论的定价机制,对晚报平台的资源配置效率进行了研究。本文的结论是:平台产品或服务的残值问题对于平台定价及资源配置效率非常关键。如果晚报平台向读者的定价低于其残值,且晚报平台参与主体之间信息不对称,读者和晚报方就会产生机会主义行为,默契合谋并形成虚假发行量。晚报平台根据交叉网络外部性以虚假发行量为基础对企业进行广告定价,会导致做广告的企业受损,不利于社会总体福利,平台市场失灵。本文提出,中国晚报虚假发行量存在的原因在于晚报平台的残值、信息不对称内在特征及规制合谋、稽查机制与司法缺陷、晚报同质化。最后,本文提出了若干规制政策。Few literature about two-sided market pays attention to the salvage value supplied by platform so far. Most scholars care about the price structure of two-sided platform and competition between two-sided platforms. This paper following the pricing mechanisms of platform theory takes the city evening daily with characteristic of having residual value （waste paper recycling price） as the object to research. The conclusion of this paper is： the residual value for a product or service supplied by platform is key to price and the efficiency of resource allocation for platform. If evening daily subscription fee is under it＇s residual value and participant is information asymmetry, readers and daily platform will have opportunism behavior and make tacit collusion. This will result in exaggerative circulation. City evening daily charge enterprises for advertisement based on exaggerative circulation in the light of cross network externalities will damage enterprise and ultimately reduce social welfare, that is, platform failure. Finally this paper points out the reasons of exaggerative circulation are residual value, information asymmetry, regulatory collusion, auditing and judicial system inefficiency and homogenization. Finally, this paper puts forward some advices to remove exaggerative circulation and improve social welfare.

关 键 词：城市晚报 双边平台 残值 虚假发行量 规制 

分 类 号：F274[经济管理—企业管理]