平台市场中的垂直关系

M. Tremblay
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引用次数: 9

摘要

在双边市场中,平台允许消费者和卖家通过在平台市场中创建子市场进行互动。例如,亚马逊为其网站上所有不同的产品类别都设立了子市场,智能手机也为不同类型的应用(游戏应用、天气应用、地图应用、拼车应用等)设立了子市场。消费者和卖家之间的网络利益取决于子市场内部的竞争模式:卖家之间的竞争越激烈,产品价格越低,消费者从子市场获得的剩余收益越高,消费者对平台会员的需求也越高。然而,更激烈的竞争也降低了卖家的利润,这使得卖家不愿意成为平台会员,减少了卖家进入平台市场的机会,减少了平台市场上可用的子市场数量。子市场内卖家竞争与代理商网络利益之间的动态关系导致了平台定价策略、消费者和卖家的参与决策以及依赖于竞争模式的福利结果。因此,在调查平台市场时,子市场结构非常重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Vertical Relationships within Platform Marketplaces
In two-sided markets a platform allows consumers and sellers to interact by creating sub-markets within the platform marketplace. For example, Amazon has sub-markets for all of the different product categories available on its site, and smartphones have sub-markets for different types of applications (gaming apps, weather apps, map apps, ridesharing apps, etc.). The network benefits between consumers and sellers depend on the mode of competition within the sub-markets: more competition between sellers lowers product prices, increases the surplus consumers receive from a sub-market, and makes platform membership more desirable for consumers. However, more competition also lowers profits for a seller which makes platform membership less desirable for a seller and reduces seller entry and the number of sub-markets available on the platform marketplace. This dynamic between seller competition within a sub-market and agents’ network benefits leads to platform pricing strategies, participation decisions by consumers and sellers, and welfare results that depend on the mode of competition. Thus, the sub-market structure is important when investigating platform marketplaces.
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