网络外部性、部分多归属与O2O竞争性平台定价策略  

Network Externality,Partial Multihoming and Pricing Strategy of O2O Competitive Platform

作　　者：吴绪亮[1] 刘雅甜 

机构地区：[1]东北财经大学产业组织与企业组织研究中心

出　　处：《产经评论》2016年第4期5-16,共12页Industrial Economic Review

基　　金：教育部人文社会科学研究青年基金项目"经营者集中反垄断审查中的经济证据研究"(项目编号:11YJCZH189;主持人:吴绪亮)

摘　　要：构建横向差异化O2O竞争性平台的两阶段博弈模型,同时刻画间接网络外部性、直接网络外部性和参与人部分多归属特征,分析其对平台均衡价格、数量以及利润的不同影响。研究发现:在三种归属结构下,直接网络外部性均会增加平台对双边参与人收取的最优价格。对于买方而言,当买方单归属且卖方部分多归属时,平台对其收取的价格最高;当两边参与人都是部分多归属时,平台对其收取的价格最低。对于卖方而言,当买方单归属且卖方部分多归属时,平台对于买方收取高价而对卖方免费,这是对Armstrong(2006)"竞争性瓶颈"均衡结果的一个重要补充。此外,当两边参与人都是单归属时,平台的利润最高;当两边参与人都是部分多归属时,平台的利润最低,因此O2O竞争性平台有降低参与人部分多归属的意愿。A two- stage game model of O2 O competitive platforms featured with horizontal differentiation was constructed to further characterize both the indirect network externality,direct network externalities and partial multihoming characteristics,and analyze their impacts on equilibrium price,quantity and profit of the platforms. This study found that： under the three categories of homing structure,the direct network externalities will increase the optimal price charged by the platform to the participants from both sides. For the buyer part,when the buyer is single homing while the seller partial multihoming,the price charged by the platform will be the highest; when the participants from both sides are partial multihoming,the price charged by the platform will be the lowest. For the seller part,when the buyer is single homing while the seller partial multihoming,the platform will charge a high price for the buyer and be free for the seller,which is an important complementary to the equilibrium results of competitive bottleneck model in Armstrong（ 2006）. In addition,when the participants from both sides are single homing,platform acquired its highest profit; when the participants from both sides are partial multihoming,platform acquired lowest margin. Therefore,O2 O competitive platform has incentive to reduce the motivation of participants to be partial multihoming.

关 键 词：双边市场 O2O竞争性平台 网络外部性 部分多归属 反垄断 

分 类 号：F062.9[经济管理—政治经济学] F724.6