摘要
“二选一”独家交易已成为影响平台经济健康发展的主要障碍,有待进一步关注。基于双边市场理论,考虑市场竞争优势对称和非对称两种结构,以及外卖平台交叉网络外部性和匹配率因素,探究外卖平台实施“二选一”的动机、条件和社会影响。结果显示:(1)对称结构中,交叉网络外部性较高且匹配率较低时,外卖平台倾向于实施“二选一”策略;(2)非对称结构中,无论是高竞争优势外卖平台,还是低竞争优势外卖平台,由交叉网络外部性和匹配能力引致的竞争优势很弱时,“二选一”策略是外卖平台的最优选择;(3)外卖平台实施“二选一”策略意在扩大反竞争效应以削弱自身的竞争劣势;(4)“二选一”策略的反竞争效应引致商家利润和消费者剩余下降,社会福利降低。鉴于此,“二选一”加大了市场收益分配不均,规制外卖平台“二选一”行为是必要的。
The"alternative choice"of food delivery platforms has become an main obstacle affecting the healthy development of the platform economy.Based on the two-sided market theory,this paper considers the symmetric and asymmetric structures of market competitive advantages,incorporates the cross-network externality and matching rate of food delivery platforms,and focus on the motives,conditions and social impact of food delivery platforms'"alternative choice".The results of this paper show that:(1)In the symmetrical structure,when the cross-network externality is high and the matching rate is low,the platform tends to implement the"alternative choice";(2)In the asymmetric structure,whether it is a platform with high competitive advantage or one with low competitive advantage caused by cross-network externalities and matching capabili ties is very weak,the"alternative choice"strategy is the best choice for platform enterprises;(3)The implementation of the"alternative choice"strategy by food delivery platforms aims to expand the anti-competitive effect and weaken their own competitive disadvantages;(4)The anti-competitive effect of the"alternative choice"strategy leads to a decline in business surplus and consumer surplus,as well as a decrease in social welfare.Given this,the"alternative choice"policy has exacerbated the uneven distribution of market profits.It is necessary to regulate the"choose one of two"behavior of food delivery platforms.
作者
柳靓
侯泽敏
LIU Jing;HOU Ze-min
出处
《产经评论》
北大核心
2025年第6期21-35,共15页
Industrial Economic Review
基金
国家自然科学基金青年项目“东道国数据保护规制滥用对企业出口竞争力的影响机制及应对策略研究”(项目编号:72403218,项目负责人:侯泽敏)
教育部人文社会科学基金青年项目“消费者隐私关切限制平台企业滥用市场势力的理论与应用研究”(项目编号:24YJC790060,项目负责人:侯泽敏)
内蒙古自治区哲学社会科学规划项目“内蒙古健全促进实体经济和数字经济深度融合制度研究”(项目编号:2024ZZC254,项目负责人:柳靓)
湖南省教育厅一般项目“数据互通的策略选择、效应影响及治理路径”(项目编号:23C0043,项目负责人:侯泽敏)。
关键词
二选一
交叉网络外部性
匹配率
反竞争效应
外卖平台
alternative choice
network externality
matching rate
anti-competitive effect
delivery plat form
