多归属、互联网平台型企业合并与社会总福利
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摘要
以双边市场理论为基础,在考虑用户多归属行为的情况下,研究了互联网平台型企业的横向合并以及合并后禁止多归属对社会总福利的影响。多归属用户的存在,对社会总福利的提升是有利的。多归属用户越多,也越有利于企业横向合并后社会总福利的提升。如果合并后平台型企业禁止了用户的多归属行为,将有很大的可能性降低社会总福利。反垄断监管机构可以对平台型企业的横向合并行为本身比较宽容,但应该更加关注多归属用户的比例,以及企业禁止用户多归属的行为。
Based on two-sided market theory and in the case of considering users' behavior of multi-homing,the impact of Internet platform enterprises' horizontal merger and the prohibition against multi-homing after the merger on total social welfare are studied. The existence of multi-homing users helps improve total social welfare. If there are more multi-homing users,total social welfare will be better improved after enterprises' horizontal merger. If platform enterprises prohibit users' behavior of multi-homing after the merger,total social welfare is very likely to decrease. The antitrust regulator is advised to keep tolerant to platform enterprises' behavior of horizontal merger. However,but pay more attention to the proportion of multi-homing users and enterprises' behavior of prohibiting users' multihoming.
Based on two-sided market theory and in the case of considering users' behavior of multi-homing,the impact of Internet platform enterprises' horizontal merger and the prohibition against multi-homing after the merger on total social welfare are studied. The existence of multi-homing users helps improve total social welfare. If there are more multi-homing users,total social welfare will be better improved after enterprises' horizontal merger. If platform enterprises prohibit users' behavior of multi-homing after the merger,total social welfare is very likely to decrease. The antitrust regulator is advised to keep tolerant to platform enterprises' behavior of horizontal merger. However,but pay more attention to the proportion of multi-homing users and enterprises' behavior of prohibiting users' multihoming.
引文
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[15]Evans D.S.,Noel M.D.The Analysis of Mergers that Involve Multisided Platform Businesses[J].Journal of Competition Law&Economics,2008,4(3):663-695
[16]Filistrucchi L.,Klein T.J.,Michielsen T.O.Assessing Unilateral Merger Effects in a Two-sided Market:An Application to the Dutch Daily Newspaper Market[J].Journal of Competition Law&Economics,2012,8(2):297-329
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[18]纪汉霖,王小芳.平台差异化且用户部分多归属的双边市场竞争[J].系统工程理论与实践,2014,34(6):1398-1406
[19]Doganoglu T.,Wright J.Multi-homing and Compatibility[J].International Journal of Industrial Organization,2006,24(1):45-67
[20]高洁,蒋传海,王宇.平台竞争与独家交易[J].财经研究,2014,40(2):67-74
[2]江积海,李琴.平台型商业模式创新中连接属性影响价值共创的内在机理——Airbnb的案例研究[J].管理评论,2016,28(7):252-260
[3]Armstrong M.Competition in Two-sided Markets[J].The RAND Journal of Economics,2006,37(3):668-691
[4]Chandra A.,Collard-Wexler A.Mergers in Two-sided Markets:An Application to the Canadian Newspaper Industry[J].Journal of Economics&Management Strategy,2009,18(4):1045-1070
[5]程贵孙,陈宏民,孙武军.双边市场下电视传媒平台兼并的福利效应分析[J].管理科学学报,2009,12(2):9-18
[6]Anderson S.P.,Foros.,Kind H.J.,et al.Media Market Concentration,Advertising Levels,and Ad Prices[J].International Journal of Industrial Organization,2012,30(3):321-325
[7]Ambrus A.,Calvano E.,Reisinger M.Either or Both Competition:A Two-sided Theory of Advertising with Overlapping Viewer-ships[J].American Economic Journal:Microeconomics,2016,8(3):189-222
[8]Jeziorski P.Effects of Mergers in Two-sided Markets:The US Radio Industry[J].American Economic Journal:Microeconomics,2014,6(4):35-73
[9]Jeziorski P.Estimation of Cost Efficiencies from Mergers:Application to US Radio[J].The RAND Journal of Economics,2014,45(4):816-846
[10]云昕,辛玲,刘莹,等.优酷土豆并购案例分析——基于事件分析法和会计指标分析法[J].管理评论,2015,27(9):231-240
[11]谢运博,陈宏民.互联网平台型企业横向合并的模式研究[J].软科学,2016,30(9):104-107
[12]Belleflamme P.,Peitz M.Industrial Organization:Markets and Strategies(2ndEdition)[M].Cambridge:Cambridge University Press,2015
[13]Salop S.C.Monopolistic Competition with Outside Goods[J].The Bell Journal of Economics,1979,10(1):141-156
[14]Filistrucchi L.,Geradin D.,Damme E.V.,et al.Market Definition in Two-sided Markets:Theory and Practice[J].Journal of Competition Law&Economics,2014,10(2):293-339
[15]Evans D.S.,Noel M.D.The Analysis of Mergers that Involve Multisided Platform Businesses[J].Journal of Competition Law&Economics,2008,4(3):663-695
[16]Filistrucchi L.,Klein T.J.,Michielsen T.O.Assessing Unilateral Merger Effects in a Two-sided Market:An Application to the Dutch Daily Newspaper Market[J].Journal of Competition Law&Economics,2012,8(2):297-329
[17]Armstrong M.,Wright J.Two-sided Markets,Competitive Bottlenecks and Exclusive Contracts[J].Economic Theory,2007,32(2):353-380
[18]纪汉霖,王小芳.平台差异化且用户部分多归属的双边市场竞争[J].系统工程理论与实践,2014,34(6):1398-1406
[19]Doganoglu T.,Wright J.Multi-homing and Compatibility[J].International Journal of Industrial Organization,2006,24(1):45-67
[20]高洁,蒋传海,王宇.平台竞争与独家交易[J].财经研究,2014,40(2):67-74