众筹平台双边市场特性与竞争策略研究  

Two-Sided Markets and Competitive Strategy:An Empirical Analysis of the Crowdfunding Platform

作　　者：曾江洪[1] 李佳威[1] 李林海[1,2] 

机构地区：[1]中南大学商学院,湖南长沙410000 [2]南宁职业技术学院,广西南宁530000

出　　处：《科技进步与对策》2017年第3期1-6,共6页Science & Technology Progress and Policy

基　　金：国家社会科学基金项目(14BJY008)

摘　　要：当前,众筹平台逐渐分化为综合型与垂直型众筹平台,其用户规模和交易费率都存在显著差异,需要制定有针对性的竞争策略。根据众筹模式特征,构建了Hotelling竞争模型,分组实证考察了综合型和垂直型众筹平台双边用户交叉网络外部性、支持者自网络外部性和平台定价的综合影响。结果表明,在综合型众筹平台中,支持者规模对支持者投资需求产生了显著正自网络外部性;而在垂直型众筹平台中,支持者规模对发起者筹资需求、发起者规模对支持者投资需求均产生了显著的正交叉网络外部性,且平台定价显著负向影响发起者筹资需求。Crowdfunding industry gradually differentiate into integrated and vertical crowdfunding platform, its user size and transaction rates are significantly different, the need to develop specific competitive strategy. Binding characteristics of the crowdfunding model to construct Hotelling competition model, the effects of packet empirical investigation integrated and vertical crowdfunding platform user cross-group external effects, supporters within-group external effects and plat-form pricing. The results show that;the integrated crowdfunding platform,the scale of investment demand for supporters supporters have had a significant positive externalities from the network; and in the vertical crowdfunding platforms,sup-porters of the scale of the financing needs of the initiator to initiate by the scale of investment demand were supporters pro-duced a significant positive cross-network externalities, pricing and financing platform for the needs of the initiator had aNetwork Externalities,Platform Pricingsignificant negative impact.

关 键 词：双边市场 众筹平台 网络外部性 平台定价 

分 类 号：F724.6[经济管理—产业经济]