摘要
本文研究双边市场中大型零售商的竞争性策略,大型零售商为双边市场中的平台厂商。研究发现,大型零售商会在竞争初期采用优惠手段吸引大量消费者,以利用交叉网络外部性在市场竞争中占据优势;基于利润最大化的目的,大型零售商会对交叉网络外部性较大的一方,即消费者采取低价策略,而对交叉网络外部性较小的一方,即供应商采取高收费策略。大型零售商收取的通道费和制定的零售加价补偿了其部分服务成本,并进行了市场中外部性的重新分配。
This paper focuses on the competitive strategy of large retailer as a platform provider in two-sided markets. We found that the large retailer would attract lots of consumers to take the advantage of the cross-group network externalities in the beginning. To maximize the profit, the large retailer would offer low price to the consumers with larger cross-group network externalities, and high price to the suppliers with lower cross-group network externalities. The slotting fees and higher retail price charged by the large retailer would partly compensate the cost and redistribute the externalities in the market.
出处
《中国工业经济》
CSSCI
北大核心
2009年第7期67-75,共9页
China Industrial Economics
基金
教育部人文社会科学重大攻关项目"转轨时期消费需求升级与产业发展研究"(批准号06JZD0017)
"泰山学者"建设工程专项经费
山东大学"985工程"二期项目"产业经济理论与政策研究"
关键词
双边市场
大型零售商
定价策略
竞争策略
two-sided markets
large retailer
price strategy
competitive strategy
