双边市场的策略strategiesfortwosidemarkets.pdf

Companies in industries such as banking, software, and media make money by linking markets from different sides of their customer networks – audiences and advertisers, for example. The distinct character of these businesses demands a new approach to strategy. STRATEGIES FOR TWO- SIDED MARKETS by Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alstyne f you listed the blockbuster products and services that have redefined the global business landscape, you’d find that many of them tie together two distinct groups of users in a network. Case in point: What has been the most important innovation in financial ser- I vices since World War II? Answer: almost certainly the credit card, which links consumers and merchants. News- papers, HMOs, and computer operating systems also serve what economists call two-sided markets or two-sided networks. Newspapers, for instance, join subscribers and advertisers; HMOs link patients to a web of health care 92 harvard business review | DAVID WEISMAN Strategies for Two-Sided Markets providers, and vice versa; operating systems connect Fueled by the promise of increasing returns, competi- computer users and application developers.