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电信运营商间合谋行为的机理及对企业绩效的影响
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摘要
中国电信产业经过三十几年的发展,已经取得了长足的进步。但是在管制过程中,监管部门更多的强调人为创造和实现均衡的市场份额,而忽略了企业的策略性行为对产业市场结构的影响作用。企业选择什么样的策略性行为是企业战略决策的重要内容之一,它可以反应出该企业所秉持的管理思想与管理理念,也会对企业的经营效率产生直接而深刻的影响,进而影响产业的市场结构。合谋是企业策略性行为的重要组成部分。所谓合谋就是指企业之间旨在避免竞争而采取的彼此协调行动的一种行为,它极易出现在寡头垄断的市场结构中。电信产业是一个典型的寡头垄断产业,已经有足够的证据证明电信运营商之间确实存在合谋行为。电信运营商的合谋行为一方面会对企业自身的经营效率产生影响,另一方面也会影响电信产业的有效竞争和良性发展。
     本文应用产业组织理论、博弈论、合谋理论、企业绩效决定理论等对电信运营商之间合谋行为的机理以及合谋行为对电信运营商的企业绩效的影响进行了研究。主要解决了四方面的问题:1、电信运营商之间为什么会产生合谋?电信运营商之间的合谋有怎样的特征?电信运营商之间的合谋会产生怎样的结果?2、电信运营商之间的合谋会受哪些因素的影响?3、产品差异化下运营商之间的合谋行为会发生怎样的变化?4、合谋行为对电信运营商企业绩效会产生怎样的影响作用?
     证明电信运营商之间有合谋行为存在的市场事实主要有四项:电信运营商之间签署的具有合谋性质的“合作协议”;电信运营商收取高额的垄断价格,获得高额的垄断利润;移动通信中的漫游费问题;电信运营商的高管互换。这些事实一定程度上证明了电信运营商之间的确存在合谋行为。而合谋行为与运营商之间的价格战有密切的联系,合谋一旦破裂很容易转换为彼此之间的价格战;反过来为了避免运营商之间的恶性价格竞争,电信主管部门也积极提倡运营商之间进行“合作”。
     电信运营商之间之所以会出现合谋行为源于企业内部与管理部门两方面激励。一是两运营商合谋下的利润要高于竞争下的利润,出于利润最大化的目的,运营商有合谋的意愿。二是工信部(原信息产业部)以及各地电信管理局出于对国有资产保值、增值的考虑,不愿意看到同为国有企业的电信运营商之间进行低价竞争,因此倡导运营商之间签署合谋协议。电信运营商之间的合谋行为的根本特征是不稳定。首先,在两运营商彼此合谋下,如果有一方坚持合谋价格(产量),而另一方背叛合谋(降低价格或提高产量),则背叛方所获得的利润要高于其在合谋下的利润,而对于坚持合谋的一方,其所获得的利润要比在独立竞争时所获得的利润还要少。因此,运营商都有背叛合谋的激励,合谋本身是不稳定的。其次,根据“冷酷策略”,要使两个运营商都能长期维持合谋而不发生背叛行为,就要求两个运营商所确定的贴现因子大于0.5294,此为维持合谋稳定的条件。但是现实中运营商的贴现因子水平会随时间、环境变化而变化,也会出现更加重视短期利益的情况。维持合谋稳定的条件的严苛性也导致运营商的合谋行为不能长期、稳定持续。电信运营商之间的合谋与竞争的常态表现为合谋与价格竞争交替出现。“冷酷策略”所得到的结论是一种理想状态,在现实中很难实现。因此,电信运营商之间进行长期的、稳定的合谋是很难出现的。但是,出于自身利益的考虑,彼此又有进行合谋的意愿。因此,在现实中更容易出现的情况是:在一段时间内,运营商展开激烈的价格竞争;然后出于自身利益考虑,彼此又会积极寻求合作与合谋;经过了一段相对稳定的市场运行期后,价格竞争又会出现。现实中运营商之间的合谋行为都是短期的、小范围的和不稳定的。电信运营商的贴现因子水平低、成本和市场份额的不对称、产品的同质性竞争,以及合谋成本、监督成本的客观存在,对背叛合谋行为的惩罚威胁小都导致合谋很难长期存在。
     产品差异化可以分为垂直差异化和水平差异化。垂直差异是指所有消费者都认可的质量差异,即厂商在追求更好产品的过程中设计出的相同价格而不同质量水平的产品。水平差异是指不同特性的商品在制造过程中所需要的资源数量一样,但产品在设计中却存在明显差异,如品种、花色、样式等。垂直产品差异化对限制运营商的价格战和合谋都有作用。首先,在垂直产品差异化下,只有当两运营商的产品的垂直差异程度控制在一定范围内(运营商产品的替代系数b≥2.32288),合谋才有发生的可能性和意义。如果两运营商产品垂直差异程度过大,合谋下的利润反而比独立竞争下的利润更少,则合谋不会发生,故较大程度的垂直产品差异可以限制合谋发生。其次,如果两个运营商在垂直产品差异下发生合谋,则随着垂直产品差异化的程度不断增大(但始终满足b≥2.32288),两个运营商维持合谋稳定所需要的贴现因子的数值逐渐减小,说明一定程度的垂直产品差异化有助于合谋的稳定,从而减少运营商之间价格战的发生。当两个运营商合谋时,要使生产高质量产品的运营商维持合谋而不背叛,其所需要的临界贴现因子水平明显高于生产低质量产品的运营商维持合谋所需要的临界贴现因子水平。说明提供高质量产品的运营商在背叛合谋时所获得的利润更大,更容易背叛合谋而发动价格战。这一结论与现实中中国移动与中国联通的价格战情况相吻合。
     合谋行为会导致运营商产品差异化水平降低,无论是垂直差异化还是水平差异化。在垂直产品差异化下,要使合谋利润达到最大化,则生产高质量产品的运营商的质量水平要比彼此独立开展竞争时的质量水平降低,即两运营商的产品差异程度降低。在水平产品差异化下,彼此独立竞争下两运营商的产品只有在水平差异达到最大化时才会实现利润最大化。但是,在合谋下,要实现利润最大化则要求两运营商的产品差异程度是中等水平,即合谋降低了产品差异化程度。而一旦合谋破裂,势必导致市场中产品同质竞争激烈。水平产品差异化不利于合谋的稳定,但此结论的适用性有限。因为这一结论的获得是在假设运营商保持所处地理位置不变时降低产品价格,这样背叛合谋的利润自然变大,维持合谋自然困难。但在现实中,运营商不仅会降低产品的价格,还可以改变其所处的地理位置。因此,现实中的背叛行为更加复杂,理论分析也更加困难。
     本文从企业的经济利润、成本效率、消费者满意度和创新活动四个方面分析了合谋行为对电信运营商企业绩效的影响作用。合谋行为虽然短期内可以提高电信运营商的企业利润,但是,从长期来看,合谋行为会大大降低企业的成本效率和消费者对企业服务的满意度,同时,合谋行为导致的垄断会严重影响电信运营商的创新动力,对运营商的技术创新产生严重的负面影响作用,甚至会打击运营商长期的竞争力。合谋也会导致运营商产品差异化水平降低,从而遏制运营商产品创新动力,降低企业的竞争优势。因此,从综合、全面的角度分析,合谋行为对电信运营商企业绩效有负面的影响作用,应该尽量去除。文章最后从电信运营商自身竞争行为、立法和法律监督、政府部门的规制政策等方面提出了去除合谋行为的策略。并基于可竞争市场理论提出了一个放松电信运营产业准入,引入多个竞争主体的假说。
With the development of 30 years, the telecommunication industry of China has madeconsiderable progress. But in the regulatory process, administrations emphasize greatly onartificial creation and realization the balanced market shares, but the dynamic roles ofstrategic behaviors of enterprises to impact on the industry market structure are ignored.Strategic behaviors chosen by a firm are an important part of strategic policies of it andexpress its management thoughts and theory and impact deeply on its operational efficiency,and then impact on the market structure. Collusion is an important part of strategic behaviors.Collusion is a coordinate behavior of competitors to avoid competition and appears readilyin the oligopolistic industry. Telecommunication industry is a typical oligopolistic industry,and there are enough proves to prove the emergence of collusion in telecommunicationindustry. For one thing, collusion between operators impact on their operational efficiency,for another, it also affects the effective competition and the sound development oftelecommunication industry.
     This paper applies on the industry organization theory, games theory, collusion theoryand enterprises performance determinism to research on the mechanism of collusion ofoperators and its impact on the performance of operators. The problems resolved by thispaper are four: 1. Reasons why collusion occurs between operators, and features and resultsof collusion of operators. 2. Influencing factors of collusion. 3. Features of collusion underthe product differentiation. 4. Influence of collusion on the performance of operators.
     There are four facts to prove the collusion of operators, the coordination agreement ofcollusive nature signed by operators; high monopoly prices and monopoly profits obtainedby operators; reaming charges in mobile telecommunication and executives swap ofoperators. These facts prove the existing of collusion for a certain degree. Collusion andprice wars between operators are linked closely. If collusion was broken, it easily convertedinto price wars. On the contrary, to avoid price wars, telecommunication administrationspromote actively collusion and coordination between operators.
     There are two reasons of collusion of operators. For one thing, collusive profits arehigher than competitive profits for two operators, so operators are willing to collude in orderto obtain the profits maximizing. For another, in order to preserve and increase ofstate-owned assets, telecommunication administrations don’t want to see price wars betweenoperators who are all stated-owned enterprises, so they advocate that operators sign thecollusion agreements. The fundamental characteristic of collusion of operators is unstable.Firstly, if one operator adheres to collusion and another betrays it, the betrayer could obtainhigher profits than profits it obtains in collusion. But profits of the adherent would be lessthan profits it obtains in competition. Therefore, both of operators have the motivation tobetray collusion. Collusion is unstable. Secondly, according to“the trim strategy”, to makeoperators maintain collusion for a long time and not betray, discount factors of two operatorsneed to both be larger than 0.5294. This is the condition of maintaining collusion. However,the discount factors of operators will change with time and environment changing.Sometimes, operators may pay more attention to the short-time profits, and it leads that thediscount factor is lower and adhering to collusion is hard. In other words, the condition ofkeeping collusion is too harsh to keep for a long time. The normal of collusion orcompetition between of operators is that collusion and price competition occur in turn. Theconclusion of“the trim strategy”is an ideal condition, and it’s difficult to achieve in reality.Therefore, it’s hard to operators to maintain collusion stability for a long time. However, forself-interest, operators have the willingness to collude with each other. Therefore, thesituation occurring likely in reality is that operators compete fiercely in prices for a periodand then carry on collusion and coordinate actively to replace the competition for theirself-interest. Through a period of stable market running,the price wars will occur again.Collusion of operators almost is unstable, in a small scale and for a short time in reality. Thereasons lead to the characteristics above of collusion are that discount factors of operatorsare small, asymmetric cost and market share of operators, homogeneous competition inproducts, the existence of cost of collusion and supervision and the threaten of punishmentfor betrayal is little, etc.
     The product differentiation can divided vertical differentiation and horizontaldifferentiation. The vertical differentiation is that all consumers admit the qualitydifferentiation. It means that in the period of achieving the better products, the firm designs the same price and different quality of products. The horizontal differentiation is thatproducts have significant differentiation in design, such as in variety, color and style, but theamount of resources needed in the manufacturing process is same. The vertical productdifferentiation has role to limit both price wars and collusion. At the first, the verticaldifferentiation is only controlled within a certain range (the alternative factor of operators b≥2.32288), there are the possibility and significance of collusion occurring. If the range ofvertical product differentiation of operators is too big, profits in collusion are less than incompetition, collusion will not occurs. So a great vertical differentiation can limit collusionoccurring. At the second, if collusion occurs under the vertical differentiation, with thedifferentiation bigger and bigger (but always has b≥2.32288), the discount factors ofoperators to keep collusion is less. It means that the vertical differentiation in a certaindegree is good to collusion and limit price wars. Under collusion, if the operator ofhigh-quality products keeps collusion not to betray, the discount factor of it is bigger than thediscount factor of operator of low-quality products. It shows that the profits of betrayingcollusion to the operator of high-quality products are greater than to the operators oflow-quality products. The operator of high-quality products is more likely to betray collusionand start price wars. This conclusion coincides with the price war between China Mobile andChina Unicom in reality.
     Collusion may lead to the reduction of the degree of the product differentiation; weatherthe vertical differentiation or the horizontal differentiation. Under the vertical productdifferentiation, if the profits of collusion maximize, the product quality of the operator ofhigh-quality products is lower than it in competition. It means that the product differentiationof operators is reduced. Under the horizontal product differentiation, the profits of operatorsmaximize if only to maximize the horizontal differentiation in competition. But in collusion,maximizing profits requires the middle horizontal differentiation. That is collusion reducesthe product differentiation. If collusion is broken, homogeneous competition in market willbe very seriously. Horizontal differentiation is bad to collusion stability, but the applicationof this conclusion is limit. Because the acquisition of this conclusion is to propose thatoperators reduced their products price but didn’t change their locations. So the betrayalprofits are larger and keeping collusion is hard naturally. However in reality, operatorschange not only the prices but also the locations. Therefore the betrayal will be more complex and the analysis will be more difficult.
     This paper analyzes the influence of collusion on the performance of operators from theeconomic profits, cost efficiency, consumer satisfaction, and the innovation activities.Collusion can increase the profits of operators in a short-time, but from a long-term,collusion can reduce the cost efficiency and customer satisfaction greatly, and the monopolyled by collusion can lower the innovation power and influence negatively on the technologyinnovation, and even against the long-term competitiveness of operators. Collusion can alsolead to the lower of product differentiation and repress the product innovation power andreduce the competitive strength of operators for a long time. Therefore in the whole, theimpacts of collusion on the performance of operators are negative and it should be removedas much as possible. At last, this paper puts forward the strategy of removing collusion fromthe competition behaviors of operators, the laws and the government regulations. It alsoadvances a hypothesis to loosen the access system of telecommunication industry andintroduce a number of competitive entities based on the theory of contestable markets.
引文
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