自营产品优先推荐策略对价格竞争的影响——基于移动健康平台场景  

Impact of self-operated product recommendation strategies on price competition:A study in the context of mobile health platforms

作　　者：尹秋菊 李佩伦 颜志军[1] YIN Qiuju;LI Peilun;YAN Zhijun(School of Management,Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学管理学院,北京100081

出　　处：《管理工程学报》2025年第1期182-195,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72072011、72110107003);中央高校基本科研业务费专项(2023CX13026)。

摘　　要：拥有自营产品的在线平台往往也允许竞争对手在其平台上销售同类型的产品,但可能优先将自营产品推荐给用户。现有文献分析了市场价格竞争受平台推荐策略的影响,但忽略了具有市场支配地位的平台可以采取主推自营产品的推荐策略。本文以移动健康平台为场景,构建了一个平台与第三方商家竞争下的价格博弈模型,分析了自营产品优先推荐策略对平台和第三方商家间价格竞争的影响,提出了最优策略并讨论了其如何受推荐系统的用户信任与用户不匹配成本的影响。研究表明,自营产品优先推荐策略在市场竞争中起着关键作用,有利于自营产品的推荐策略也不一定损害第三方商家。当用户对自营产品和第三方产品的认知差异性较小时,平台与第三方商家均可从适度的自营产品优先推荐策略中获益。但当用户认知差异性较大时,过度的优先推荐策略会导致第三方商家不愿意入驻平台。另外,用户对推荐系统的过度信任和过高的用户不匹配成本均可能导致平台丧失推荐第三方产品的动机。Apart from selling their own products,online platforms actively promote and sell products from third-party merchants.These merchants willingly join online platforms to gain significant exposure for their products.This trend is also observed in popular mobile health(mHealth) platforms,such as Keep,Codoon Sports,and Huawei Health.These platforms allow third-party merchants to sell items on their platforms,including treadmills,sports bracelets,and yoga mats.However,m Health platforms typically prioritize the promotion of their own products to users.For example,Huawei′s self-operated products,including Huawei bracelets,are prioritized on their sales interface.Consequently,this study aims to investigate the influence of self-operated product recommendation strategies on transaction outcomes of m Health platforms,particularly by considering the role of the difference of user cognition levels and platform decision-making.This study seeks to answer two key questions:How does a self-operated product recommendation strategy affect price competition and profitability between platforms and third-party merchants? What kind of self-operated recommendation strategies can protect their own interests and incentivize third-party merchants to join?This study proposes a product differentiation model for m Health platforms to characterize the competition between self-operated and third-party products.The proposed model examines the impact of different levels of self-operated product recommendation strategies on price competition between platforms and third-party merchants,and the economic implications of these recommendation strategies.The model presented in this paper can also be applied to other types of online platforms with similar characteristics.Other online platforms can refer to the findings of this study to assess the advantages and disadvantages of implementing self-operated product recommendation strategy.At the same time,platforms need to focus on how their competitors react to their management strategies.In addition,ou

关 键 词：自营产品 推荐策略 价格竞争 移动健康 

分 类 号：F273.3[经济管理—企业管理]