贸易政策、网络外部性与数字平台搭售决策  

Trade policy,network externalities and tying decisions of digital platforms

作　　者：张谦 祝树金[2] ZHANG Qian;ZHU Shu-jin(School of Economics and Trade,Hunan University of Technology and Business,Changsha 410205,China;School of Economics&Trade,Hunan University,Changsha 410079,China)

机构地区：[1]湖南工商大学经济与贸易学院,长沙410205 [2]湖南大学经济与贸易学院,长沙410079

出　　处：《管理科学学报》2023年第12期19-41,共23页Journal of Management Sciences in China

基　　金：国家社会科学基金资助重大项目(22&ZD100);国家自然科学基金资助项目(72103062,72173040);湖南省教育厅科学研究项目(22B0644)。

摘　　要：在数字化和全球化的推动下,平台型企业不仅能利用网络外部性提升用户价值,还能通过搭售迅速占领国际市场,从而对贸易政策的制定产生了重要影响.为了明确贸易政策与数字平台搭售的理论联系,本研究构建动态博弈模型进行分析,并运用国际层面的数字贸易数据进行实证检验.研究表明:当政府不实施贸易保护且卖方侧的网络外部性足够强时,平台有动机采取搭售策略;而当政府采取贸易保护时,平台采取搭售的动机大大减弱.由此,贸易保护政策和搭售策略的作用效果具有替代性,表明一国政府在制定贸易政策时需要兼顾贸易政策本身对进出口市场和平台竞争策略的双重影响.基于2010年—2019年全球数字贸易相关数据的实证研究进一步证实了上述结论,并考察了不同地区语言和文化差异的异质性影响.本研究将网络外部性纳入到贸易政策的研究之中,为数字贸易政策的制定和平台治理模式的完善提供了理论支撑.With the promotion of digitalization and globalization,platform-based firms can not only effectively leverage network externalities to enhance users’value,but also quickly occupy international markets through tying,thus exerting a significant influence on the formulation of trade policies.To clarify the theoretical relationship between trade policy and tying decisions of digital platforms,this paper develops a dynamic game model and uses international-level digital trade data for empirical testing.The result shows that when the government does not implement trade protection and the network externalities from the sellers’side are strong enough,domestic platforms have incentives to adopt tying.However,tying is greatly weakened when the government adopts trade protection.Therefore,the effects of trade protection policies and tying decisions are substitutes.Hence,governments need to consider both the impact of trade policies on import and export markets and the platforms’competitive strategies when formulating trade policies.The empirical results,based on global digital trade-related panel data from 2010 to 2019,further verify the above conclusions and also reveals the heterogeneous effects of language and cultural differences in different regions.Incorporating network externalities into the research of trade policies not only helps the cross-integration of relevant disciplines,but also provides theoretical support for the formulation of digital trade policies and the improvement of platform governance.

关 键 词：网络外部性 贸易政策 数字平台 搭售 动态博弈模型 

分 类 号：F062.5[经济管理—政治经济学] F741.2