基于溢出效应与平台服务的竞争网络平台的销售模式研究

网络平台竞争与发展成为平台运营理论与实践的关键问题,急需解决。本文应用博弈论研究存在溢出效应和网络平台竞争环境下平台服务内生的网络平台销售模式选择,即网络平台商是允许制造商在其网络平台上直销产品的平台销售模式,还是网络平台商先从制造商购买产品再销售给消费者的转销模式。主要研究竞争网络平台的三种结构模型:双转销模式、双平台销售模式和混合模式。研究结果显示:网络平台商的利润随正溢出效应增加而增加,随负溢出效应增加而减少。当网络平台服务敏感程度较高且网络平台竞争较为激烈时,两个网络平台商均选择平台销售模式,形成占优均衡;此时,网络平台商获得最高利润,而且网络零售价和网络平台服务水平最高。

Choice of Selling Modes of Competing Online Platforms in the Presence of Spillover Effects and Platform Services

The competition and development of online platform has become the key problem. So it is urgent to solve it. This paper studies the choice of sales modes of competing online platform owners when platform services are endogenous. The paper explores three different market structure in the presence of spillover effects of channels: namely RR(both choose reselling modes), PR(one chooses platform modes, another chooses reselling modes)and PP(both choose platform modes)and compares the performance of various market structure. The results show: as the positive spillover effects increase,so the platform owner’s profit increase; both platform owners prefer the platform mode when services sensitivity coefficient is high and the degree of competition is strong; then the system achieves equilibrium; furthermore, the platform service and retail price are both the highest.