平台会员制的飞轮效应研究  

A Study of the Flywheel Effect of Platform Membership System

作　　者：王勇 王垚圻 欧阳日辉 WANG Yong;WANG Yaoqi;OUYANG Rihui(Institute of Economics,School of Social Sciences,Tsinghua University;China Center for Internet Economy Research,Central University of Finance and Economics)

机构地区：[1]清华大学社会科学学院经济学研究所,100084 [2]中央财经大学中国互联网经济研究院,100081

出　　处：《经济研究》2024年第6期144-163,共20页Economic Research Journal

基　　金：国家社会科学基金重大项目(21&ZD196)的阶段性成果。

摘　　要：会员制在传统经济中能够发挥筛选和锁定用户的作用,在平台经济中,会员制还能够进一步产生飞轮效应——一种推动平台企业快速发展的良性循环机制。这一效应尽管已被业界深刻认识并充分运用,但现有文献都尚未对飞轮效应作出理论分析。本文提出平台会员制产生飞轮效应的作用机制是一种注意力吸引与流量分发的机制,该机制借助会员服务吸引用户注意力,形成平台公域流量后销售给商户进而形成其私域流量,商户通过会员制把私域流量转化为商品销量,建立了平台流量市场与商品市场之间的良性互动,催生了飞轮效应。为刻画这一机制,本文构建了一个包含平台企业、商户和消费者在内的多方动态博弈模型,讨论这一机制如何受消费者收入水平、平台企业的用户规模和结构、商户的自然流量等因素的影响,揭示会员制在平台经济下的新型经济作用形式。本文的发现可以为相关部门和平台企业科学运用会员制促进平台经济高质量发展提供参考。Membership systems can play the role of screening and locking users in the traditional economy,but in the platform economy,membership systems can further generate the flywheel effect,which is a kind of virtuous circle mechanism to promote the rapid development of platform enterprises.Although this effect has been deeply recognized and fully utilized by the industry,the existing literature on the platform economy and the membership economy has not yet made a theoretical analysis of the mechanism of the flywheel effect generated by the platform membership.This paper innovatively proposes that the mechanism of the flywheel effect generated by the platform membership system is a mechanism of attention attraction and traffic distribution,which attracts users'attention with the help of member services,aggregates them into traffic resources and then distributes them to merchants within the platform,while the merchants convert the traffic resources into sales of commodities with the help of the dual membership system,thus forming a benign interaction between the traffic market and the commodity market.In order to portray this mechanism,this paper introduces the concepts of transaction utility and time allocation decision of consumers,thus constructing a multi-agent dynamic game model including platform enterprises,merchants and consumers.The main findings are as follows:when the consumer income level increases,the platform user structure is optimized,or the scale effect of member services increases,the platform enterprise will improve the quality of member services to augment transaction utility for members and consumers.This fosters increased attention,subsequently improving the quantity and quality of the platform's traffic resources.In other words,it increases the traffic conversion rate,which incentivizes merchants to pay a higher price for purchasing traffic resources and screen consumers for promotion with the help of the membership system to increase its own revenue from merchandise sales,and at the same time,incr

关 键 词：会员制 飞轮效应 用户注意力 公域流量与私域流量 平台经济 

分 类 号：F49[经济管理—产业经济] F274