上海交通大学学报

上海交通大学学报（自然版）

• 管理科学 • 上一篇    下一篇

基于双边市场理论的B2B垄断平台自网络外部性分类及其强度研究

曹俊浩1，陈宏民1，石彼得2
  

  1. (1.上海交通大学 安泰经济与管理学院，上海 200052； 2.卡迪夫大学商学院，卡迪夫 CF10 3XQ)
  • 收稿日期:2010-03-25 修回日期:1900-01-01 出版日期:2010-12-31 发布日期:2010-12-31

On Classification and Strength of Selfnetwork Externality
in B2B Monopoly Platform Based on Twosided Market

CAO Junhao1，CHEN Hongmin1，SHI Bide2
  

  1. (1.Antai College of Economics & Management, Shanghai Jiaotong University, Shanghai 200052, China;2.School of Businss, Cardiff University, Cardiff, UK, CF10 3XQ)
  • Received:2010-03-25 Revised:1900-01-01 Online:2010-12-31 Published:2010-12-31

摘要： 通过B2B平台的自网络外部性的分类，重点分析了B2B垄断平台中是否存在自网络外部性、平台双边用户的自网络外部性强弱关系，揭示了B2B垄断平台的自网络外部性内在机理.研究表明，在垄断B2B平台中，双边用户的自网络外部性始终给平台带来负效应；无论是竞争自网络外部性还是示范自网络外部性，卖方总是强于买方；结合理论分析，提出了提升服务水平、扩大平台示范自网络外部性以及倾斜定价等平台竞争策略.

关键词: 双边市场, B2B垄断平台

Abstract: Based on category description for selfnetwork externalities of B2B platform, this paper builds a twosided market theoretical mode, and focuses on whether a B2B monopoly platform has selfnetwork externality or not, which selfnetwork externalities of bilateral users is more strong, and reveals the internal mechanism of selfnetwork externalities for B2B monopoly platform. The studies show that in B2B monopoly platform, the selfnetwork externalities from platform bilateral user’s has always been brought about a negative effect. Both the competition selfnetwork externality and the demonstration selfnetwork externality of the seller are stronger than that of the buyer. Combined with theoretical analysis, it puts forward some competitive strategies for B2B platform, such as improving service level, expanding demonstration selfnetwork externality, and pricing obliquely.

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