网络外部性条件下差异化双边平台买者参与问题  

Buyer's Participation in the Two-sided Platform with Network Externality and Differentiation

作　　者：王先甲[1] 余子鹤 WANG Xian-jia;YU Zi-he(School of Economics and Management, Wuhan University, Wuhan 430072, Chin)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《运筹与管理》2018年第4期1-9,共9页Operations Research and Management Science

基　　金：国家自然科学基金重点资助项目"复杂不确定性多主体多目标合作博弈与协商谈判的合作机制与合作模式"(71231007)

摘　　要：双边平台存在的基础是参与的用户,因此用户的分配是双边市场上各利益主体最关心的问题。为研究用户分配问题,本文在具有差异性的竞争双边市场上,建立了两阶段的双边平台竞争模型。第一阶段使用Rubinstein讨价还价模型对卖者的参与人数进行分配,利用讨价还价顺序描述卖者进入的先后顺序;第二阶段分别在平台利润最大化和社会福利最大化两种情况下,刻画买者对平台的规模偏好,并求均衡的市场份额。通过此模型分析竞争性平台差异化的情况下,网络外部性系数对平台均衡市场份额以及市场利益相关者利得的影响。研究表明:在考虑平台利润最大化的情况下,买者参与人数受卖者规模与网络外部性系数的影响,平台规模并非越大越好;在考虑社会福利最大化的情况下,买者的网络外部性系数与买者参与人数不相关,但与总社会福利正相关。The main body of the two-sided platform is the platform itself and the users. The existence of the platform is based on the participation of the users. So the distribution of the users is the interest of the two-sided market. In the competitive two-sided market, this paper establishes a two-stage two-sided platform competition model. The paper uses the Rubinstein bargaining model to describe the differences between the sellers and decide the quotient of sellers in the first stage. The paper is divided into the profit maximization and social welfare maximization of the two cases in the second stage. We describe the size of the buyers on the platform preferences, and seek equilibrium. Through this model, the influence of network external coefficient on platform equilibrium market share and market stakeholders＇ benefit is analyzed under competitive platform. The study shows that the number of buyers is involved by the size of the network and the network externalities. The scale of the platform is not case that the bigger the better. In considering the social welfare maximization, the buyer＇ s participation is not affected by network externality coefficient of buyers. But the total social welfare is positively related to it.

关 键 词：双边平台竞争 用户分配 Rubinstein讨价还价模型 平台差异 网络外部性 

分 类 号：F272.3[经济管理—企业管理]