用户基础与拥挤效应及双边平台的市场进入.PDF

第30 卷第4 期 系统工 程 学 报 Vol.30 No.4 2015 年8 月 JOURNAL OF SYSTEMS ENGINEERING Aug. 2015 用户基础与拥挤效应及双边平台的市场进入 王小芳, 纪汉霖 (上海理工大学管理学院, 上海200093) 摘要: 在考虑了拥挤效应的条件下, 用户基础并不能构成平台的持续优势. 分析了拥挤效应对垄断平台定价策略的 影响, 应用豪泰林模型研究用户规模非对称平台的市场进入及价格竞争问题. 结果表明, 在成长性市场中, 在位平台 已拥有的用户基础并不能形成遏制新平台的有效壁垒, 新平台总能通过选择合适的定价结构成功实现市场进入. 如果在位平台的资源或能力有限, 导致拥挤效应出现, 则已有的用户基础反而成了在位平台的负担, 而对新进入平 台更为有利. 关键词: 用户基础; 拥挤效应; 双边平台; 进入壁垒 中图分类号: F062.9 文献标识码: A 文章编号:2015 doi: 10.13383/ki.jse.2015.04.004 Installed base and congestion effect and platform entry in two-sided markets Wang Xiaofang, Ji Hanlin (School of Management, University of Shanghai for Science and Technology, Shanghai 200093, China) Abstract: Considering the congestion effect, installed base is not at a sustainable advantage of a two-sided platform. Firstly, the impact of congestion effect on pricing strategy of a monopoly platform was analyzed. Then a Hotelling model was established to research the market-entry and pricing strategies of two platforms with asymmetric user scales. In a growing two-sided market, the existing installed base of the established platform cannot be used as an effective entry barrier to deter the entry of a new platform. The new platform can always achieve successful entry in the two-sided market by choosing a proper price structure. If the congestion effect occurs for the limited capacity or resource of the incumbent platform, the existing installed base of the established platform will be a heavy burden for him and a good thing for the entrant. The results show that management an