平台市场监管的有效性:基于演化博弈的分析  

Effectiveness of Platform Market Supervision:An Analysis based on Evolutionary Game

作　　者：张兴刚 肖旭[1] ZHANG Xing-gang;XIAO Xu(School of Business Administration,Capital University of Economics and Business,Beijing 100070,China)

机构地区：[1]首都经济贸易大学工商管理学院,北京100070

出　　处：《商业研究》2021年第3期9-17,共9页Commercial Research

基　　金：国家社科基金重大项目,项目编号:19ZDA077;北京市社科基金重点项目,项目编号:18GLA003;首都经济贸易大学北京市属高校基本科研业务费专项资金资助项目“数字化赋能企业创新行为研究”,项目编号:XRZ2021007。

摘　　要：为了探索平台企业、消费者、政府协同治理的平台市场监管模式,本文在已有研究的基础上,构建演化博弈模型,将平台企业、消费者、供给方、政府共同纳入博弈,通过分析各博弈主体策略选择的稳定性,考察平台市场监管的私人监管与公共监管的有效性。结果表明:消费者维权行为对于提高私人监管有效性具有积极作用,是强化私人监管的基础与保障;但是消费者参与治理无法全面抑制平台企业私人监管本身的逐利动机。平台企业为了吸引更多的参与者,会降低监管力度,造成消费者福利损失;在引入公共监管之后,政府通过构建平台企业自身声誉以及惩戒供应方,有助于进而改善平台市场的监管有效性。平台市场的监管应本着协同治理的理念,在关注私人监管与公共监管的同时,也需要不断提高消费者的治理参与。In order to explore the platform market supervision mode of collaborative governance among platform enterprises,consumers and government,this paper constructs an evolutionary game model on the basis of existing research,and brings platform enterprises,consumers,suppliers and government into the game.By analyzing the stability of strategy selection of each game subject,this paper investigates the effectiveness of private supervision and public supervision of platform market supervision.The results show that consumer rights protection plays a positive role in improving the effectiveness of private supervision,which is the basis and guarantee of strengthening private supervision;however,consumers′participation in governance cannot completely restrain the profit motive of private regulation of platform enterprises.In order to attract more participants,platform enterprises will reduce the supervision,resulting in the loss of consumer welfare;after the introduction of public supervision,the government will help to improve the effectiveness of platform market supervision by building the reputation of the platform enterprises and punishing the suppliers.The platform market supervision should be based on the concept of collaborative governance.While paying attention to private supervision and public supervision,it also needs to continuously improve consumers′participation in governance.

关 键 词：平台市场 平台企业 平台监管 演化博弈 

分 类 号：F49[经济管理—产业经济]