产品质量、平台治理与政府监管研究  

Research on Product Quality,Platform Governance and Government Supervision

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

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《上海财经大学学报（哲学社会科学版）》2021年第6期109-122,共14页Journal of Shanghai University of Finance and Economics

基　　金：国家自然科学基金项目“基于消费者寻求多样化购买行为的企业动态竞争性歧视定价策略研究”(71172139)。

摘　　要：平台对低质量商家的治理力度往往低于社会最优水平,导致消费者权益及社会福利受损。为了明晰平台治理策略的选择激励及其影响,文章通过构建博弈模型,分别在寡头市场和垄断市场下分析并比较了平台的治理力度,进一步从政府规制的角度,分析了不同市场环境下的监管策略。研究发现两类产品的质量差异越大,平台治理强度越强。与社会最优相比,平台治理强度存在一定不足,且网络外部性和商品间质量差异的提高会进一步放大两者的差距,因此政府监管力度应随网络外部性和产品质量差异的提高而提高。文章从商家治理的角度丰富了对平台经济的理论探索,细致地刻画了治理强度与网络外部性以及商家质量间的关系。研究结论对平台自我治理策略选择、政府管制力度选择、保障消费者权益及提升社会福利有所启示。As an increasingly important form of industrial organization in the new economic era,the platform economy has become an important engine for promoting economic transformation and development.With the development of the platform economy,the monopoly power of platform companies has become stronger and stronger,and more and more problems in the operation of internet platforms have been exposed.What follows is the corporate governance of platforms and the government governance of platform enterprises.The governance intensity of low-quality business by platforms is often lower than the optimal level in society,resulting in damage to consumer rights and social welfare.To clarify the selection incentives and impacts of platform governance strategies,based on the social reality of platform sales of counterfeit products,in the situation where there are both high-quality and low-quality merchants,this paper compares the governance strength of platforms in the oligopoly market and the monopoly market respectively by constructing a game model,and further analyzes the regulatory strategies in different market environments from the perspective of government supervision.By comparing the equilibrium results under different market structures and governance models,this paper finds that the quality difference between the two types of products is the key to determining the governance intensity of platforms.The greater the quality difference,the stronger the platform governance intensity.The difference in the governance intensity of platforms under different market structures depends on network externality and product quality differences:The stronger the network externality and the greater the quality difference,the stronger the governance intensity under the monopoly market;the weaker the network externality and the smaller the quality difference,the stronger the governance intensity under the oligopolistic market.This paper finally analyzes how to regulate platform governance from the perspective of government supervision.Compared

关 键 词：平台经济 平台治理 政府监管 社会福利 

分 类 号：F062.9[经济管理—政治经济学]