收益共享契约下研发激励研究及福利效应分析  

Research on R&D Incentives and Analysis of Welfare Effects under Revenue Sharing Contract

作　　者：邹干 ZOU Gan(School of Business,Shanghai University of Finance and Economics,Shanghai 200433)

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《管理学刊》2021年第4期51-63,共13页Journal of Management

基　　金：国家自然科学基金项目(71172139);国家自然科学基金青年项目(71803123)。

摘　　要：通过构建博弈模型,以批发价契约为比较基准,研究收益共享契约对互联网平台内容提供商研发激励的影响。进一步从消费者剩余、内容提供商利润和社会总剩余三个角度,提出对收益分成系数的监管建议。研究表明,两种契约下内容提供商的研发努力水平与市场竞争程度以及收益分成系数相关:在收益分成系数较小时,收益共享契约下的研发努力水平更高;在收益分成系数较大时,收益共享契约下的研发努力水平更低。当政府从消费者剩余和产品研发角度进行监管时,收益共享契约下的消费者剩余更高,但过大的收益分成系数会损害内容提供商的研发激励,因此政府监管应保证互联网平台不会设定过大的分成系数。当政府从内容提供商利润及社会总剩余角度进行监管时,应当结合市场竞争程度管制平台设定的收益分成系数:在竞争程度较低时,政府需对过大的收益分成系数进行管制;在竞争程度较高时,政府应当严格管制甚至禁止互联网平台对收益共享契约的使用。By constructing a game model,this paper studies the similarities and differences of revenue sharing contracts and wholesale price contracts on the R&D incentives of Internet platform content providers.Further,from the perspectives of consumer surplus,content provider profits and total social surplus,the supervisory recommendations on the revenue sharing coefficient are put forward.The research shows that the level of R&D effort of content providers under the two types of contracts is related to the degree of market competition and revenue sharing coefficient:the R&D effort level under the revenue sharing contract is greater when the revenue sharing coefficient is small while the R&D effort level under the revenue sharing contract is smaller when the revenue sharing coefficient is large.When the government regulates from the perspective of consumer surplus and product development,the consumer surplus under the revenue-sharing contract is higher,but an excessively high revenue sharing coefficient will damage the R&D incentives of content providers.Therefore,government supervision should ensure that Internet platforms will not set the split factor too high.When the government supervises the profit of content providers and the total social surplus,it should ensure that revenue sharing coefficient be set according to the competition of the market:when the degree of competition is low,the government needs to control the excessively high revenue sharing coefficient;when the level of competition is high,the government should strictly control or even prohibit the use of revenue sharing contracts by Internet platforms.

关 键 词：收益共享契约 研发决策 平台竞争 平台反垄断 

分 类 号：F124.6[经济管理—世界经济]