摘要
在数字经济时代,数据成为平台企业的重要生产要素,电商平台通过实施数据赋能策略,实现平台与用户的价值共创。本文基于双边市场理论和Hotelling模型,考虑平台是否提供数据赋能增值服务,构建了两种不同归属情形下的电商平台投资竞争模型,分析了不同平台的均衡策略选择。研究发现:(1)在消费者和商家均为单归属情形下,若两平台采取相同的数据赋能投资策略,则获得的市场份额以及向双边用户的定价均相等;当双边用户对平台存在显著不同的偏好时,采取投资策略的平台对消费者和商家的定价均低于仅提供基本服务的平台。(2)在消费者单归属、商家部分多归属情形下,当平台采取相同的投资策略,平台对消费者的定价较低,而对商家收取的服务费较高;商家对平台数据赋能的感知水平越高,越有助于促使商家采取多归属策略。
In the era of digital economy,data has become an important production factor for platform enterprises.E-commerce platforms implement data empowerment strategies to achieve value co-creation between the platform and users.This article is based on the bilateral market theory and the Hotelling model,considering whether the platform provides data enabled value-added services,constructs investment competition models for e-commerce platforms under two different attribution scenarios,and analyzes the equilibrium strategy choices of different platforms.The main research conclusions of this article are as follows:(1)When competitive platforms adopt the same data empowerment value-added service investment strategy and both bilateral users are single-homing,the market share obtained by both platforms and the pricing to bilateral users will be equal.When bilateral users have significantly different preferences for the platform,the price by platforms that adopt investment strategies will be lower than that by platforms that only provide basic service.In order to achieve the optimal profit of the platform,the service fee charged by the platform to bilateral users decreases with the increase of cross-side network effects,increases with the improvement of the investment level of data-enabled value-added service,and increases with the increase in the unit preference cost.(2)When competitive platforms adopt the same data empowerment value-added service investment strategy in the case of single-homing for consumers and partial multi-homing for sellers,the platform will have lower pricing for consumers and higher service fee for sellers.The higher the perceived level of platform data empowerment by sellers,the more conducive it is to encouraging them to adopt a multi-homing strategy.The fees charged by the platform to bilateral users is related to the cross-side network effects and platform differentiation.When the network externality coefficient on the consumer side is greater than the user preference cost,the service fee charged by the platform to sellers will increase with the increase in value-added service investment level.When the network externality coefficient on the consumer side is less than the user preference cost,the service fee charged by the platform to sellers will decrease with the increase in value-added service investment level,and the fee charged by the platform to consumers will also be the same.(3)When competitive platforms adopt different data empowerment value-added service investment strategies,whether in the case of single-homing or partial multi-homing,in order to maintain the platform's own competitive advantage and make the most of data empowerment investment,the platform will not only need to comprehensively consider the cross-side network effects,user preference costs,and the data empowering investment levels,but also require attention to the investment strategies adopted by competitive platforms.The management insights obtained in this are the following:Firstly,in the process of providing data empowerment value-added services,the platform should focus on the utility analysis of bilateral users of different attribution,and adopt different service charging strategies for users of different attribution.Secondly,the platform should make good use of its own service investment level,create a differentiated data empowerment value-added service strategy,and enhance user stickiness.Finally,the platform's data empowerment strategy helps to enhance the utility of bilateral users,and the platform should implement the data empowerment strategy in conjunction with its own and competitors'investment level strategies.
作者
贾文鹏
牛夏夏
梁梦坤
刘佳佳
吴军
Jia Wenpeng;Niu Xiaxia;Liang Mengkun;Liu Jiajia;Wu Jun
基金
国家社会科学基金资助项目(22BGL111)。
