基于双边市场的移动互联网平台所有权的比较研究
摘要
移动互联网的商业模式是一个非常热门的话题,而移动互联网商业模式的核心则是移动互联网平台。中国移动的移动梦网、NTT DoCoMo i-Mode, Vodafone Live!都是以电信运营商为核心的有墙花园模式的移动互联网平台,并取得了巨大的成功。随着全球3G网络的建设和3G业务的发展,尤其是随着智能手机的快速发展,终端设备厂家和一些应用提供商也开始打造移动互联网应用平台,以提高自己在移动互联网产业链和价值链中的话语权和控制权,从而形成了运营商主导的移动互联网平台、终端设备厂家主导的应用平台、应用提供商主导的应用平台等多种模式。而各种不同的平台模式,涉及到终端用户、终端厂家、电信运营商、应用提供商(包括广告提供商等)等各个角色在整个业务链上的位置、控制权、话语权及利益分配,对整个社会福利、产业的发展都有重大的影响。
苹果Apple Store平台、谷歌公司倡导的开放系统平台、Facebook及人人网等应用服务平台及其代表的商业模式,对以电信运营商为核心的平台模式构成了巨大挑战并大有“取而代之”的趋势。如何评价不同模式的移动互联网平台?是否有最佳移动互联网商业模式?以终端设备厂家或应用提供商为核心的平台对移动互联网将产生何种影响?这些问题,一直是众多学者、产业从业者和电信管理者非常关心的课题。
本文从研究移动互联网平台的不同主导模式入手,通过对代表性的不同模式的平台架构进行实例分析,总结了移动互联网平台的所有权属性和所有权结构。然后以所有权属性为基础,建立了不同所有权结构的平台收益模型,并进行了不同主导模式和所有权结构的平台收益模式的比较研究。本文内容主要包括以下几个方面：
(1)总结了国内外有关双边市场研究的最新进展。从应用和行业方面看,双边市场主要涉及传媒、软件、电子商务、电子支付等,近年来也开始了对移动互联网方面的研究；从理论研究上看,主要涉及到定价、竞争、规制和网络外部性等方面的研究。总结了产业链与商业模式、平台及所有权理论的最新研究进展。
(2)对中国移动梦网(代表电信运营商主导模式)平台、苹果Apple Store(代表终端设备厂家主导模式)平台、Facebook(代表应用提供商主导模式)、谷歌开放系统平台等进行了深入分析,从平台架构的“技术模块”、“市场模块”及其收益模式等方面,总结归纳出移动互联网平台所有权的五个属性,包括“服务控制所有权”、“业务定价所有权”、“收益分配所有权”、“客户信息所有权”、“通信控制所有权”,并针对每种主导模式的平台进行了所有权结构的分析。
(3)建立了移动互联网平台的收益模型。在平台收益模型中,引入了终端收益、网络流量收益、广告收益及其他收益形式,从而拓展了目前双边市场理论建立的平台效益模型。研究了移动互联网平台在新收益模型下的定价问题。
(4)对不同主导模式和所有权结构的平台进行了比较研究并进行数学仿真和实例分析。分析和比较了不同所有权结构下的平台定价、平台利润和社会福利,并得出了有意义的研究结论。针对双平台竞争的情况,分别进行了不同收益模式竞争平台的比较研究和不同服务质量竞争平台的比较研究,并进行了数学仿真和实例分析。
与目前已有的双边市场应用研究,尤其是在电信和相关领域的研究相比,本文有以下创新：
(1)本文提出并总结了移动互联网平台的“所有权属性”,和基于不同所有权属性而形成的平台“所有权结构”,而已有的涉及平台所有权方面的研究大多简单将平台所有权划分为“买方所有”、“卖方所有”、“第三方所有”等形式。
(2)拓展了已有的双边市场平台收益模型,建立了移动互联网平台的收益模型。结合移动互联网的特点,引入了多个平台收益变量,从而建立了适合移动互联网平台的收益模型。
(3)对不同主导模式和所有权结构的移动互联网平台进行了比较研究,并得出了有意义的结论。指出平台差异化、网络外部性、市场双边的客户数量等是提高平台竞争力、提高平台利润和社会福利的关键因素。
Business model of mobile internet is always an important and hot topic, but the core is mobile internet platform. China Mobile Monternet, NTT DoCoMo i-Mode and Vodafone Live! are telecom-operator-centric platforms with "wall garden" business model. With the development of3G network construction and3G services, especially with the rapid development of smart phones, terminal manufactures and application providers start to provide their own mobile application platforms, to enhance and increase their value and control ability in the industry chain. So there are concurrently four models of mobile internet platform in the market, telecom operator leadership model, terminal manufacture leadership model, application provider leadership model and open platform model. Different models of leadership will decide different positions for the players in the value chain of mobile internet.
"Apple Store" model, Google open model, Facebook and Renren model are becoming big challenges to telecom operator leadership model and would possibly replace telecom operator's position. How to evaluate the different leadership models? Is there better or best business model in mobile internet? The questions and topics are obviously important to the people in ICT industry.
The dissertation starts from the different leadership models of mobile internet platform, studied typical platform's architecture of different models, summarized "attributes of ownership" for a mobile internet platform, and then got the platform's "ownership structure". Based on the ownership structure and ownership attributes, the dissertation established the profit mathematics models, studied and compared different models according to two-sided markets pricing, platform profit, social welfare, etc. Following contents are discussed and studied in the dissertation.
(1) Summarized the recent research status and progress of two-sided markets theory, platform theory, and mobile internet business model. From the application and industry perspective of view, two-sided markets theory are mostly used in media, software platform, payment and e-commerce, etc.; from theory perspective, the research mostly focus on pricing, rules, platform competition, and network externality, etc..
(2) Discussed and analyzed mobile internet platform's architecture under different leadership model separately, summarized the "ownership attributes" and "ownership structure"."Ownership of mobile application's management","ownership of mobile application's pricing","ownership of profit's assignation","ownership of mobile subscriber information" and "ownership of network and communication management" are the key attributes to define a mobile internet platform's ownership;
(3) Discussed and defined mathematics model of profit for a mobile internet platform, by introducing new "profit source"-from terminal, network traffic, advertisement, etc. Platform's pricing model was also discussed and got some useful conclusion.
(4) Compared and analyzed different "ownership structure" platforms, according to pricing, platform profit, social welfare, etc., and got very useful and positive conclusions. Platforms' competition is also discussed-platforms with different quality of service, and different profit model are discussed and analyzed. Mathmatics simulation, instances and examples are used in all comparison and analysis.
Compared with current two-sided markets research in ICT filed, there are several points of innovation in this dissertation.
(1) Summarized and submitted the concept of "ownership attributes" and "ownership structure" for a mobile internet platform."Ownership" of a platform was simply divided into "owned by buyer","owned by seller" or "owned by the third party" in previous studies.
(2) Defined mathematics model of profit which is suitable for the mobile internet platform by introducing new profit sources.
(3) Comparison study and analysis under different "ownership structure", and got positive conclusions. Service difference, network externality, amount of the users in two sides of the platform, etc., are key factors for a platform to win in the competition.
苹果Apple Store平台、谷歌公司倡导的开放系统平台、Facebook及人人网等应用服务平台及其代表的商业模式,对以电信运营商为核心的平台模式构成了巨大挑战并大有“取而代之”的趋势。如何评价不同模式的移动互联网平台?是否有最佳移动互联网商业模式?以终端设备厂家或应用提供商为核心的平台对移动互联网将产生何种影响?这些问题,一直是众多学者、产业从业者和电信管理者非常关心的课题。
本文从研究移动互联网平台的不同主导模式入手,通过对代表性的不同模式的平台架构进行实例分析,总结了移动互联网平台的所有权属性和所有权结构。然后以所有权属性为基础,建立了不同所有权结构的平台收益模型,并进行了不同主导模式和所有权结构的平台收益模式的比较研究。本文内容主要包括以下几个方面：
(1)总结了国内外有关双边市场研究的最新进展。从应用和行业方面看,双边市场主要涉及传媒、软件、电子商务、电子支付等,近年来也开始了对移动互联网方面的研究；从理论研究上看,主要涉及到定价、竞争、规制和网络外部性等方面的研究。总结了产业链与商业模式、平台及所有权理论的最新研究进展。
(2)对中国移动梦网(代表电信运营商主导模式)平台、苹果Apple Store(代表终端设备厂家主导模式)平台、Facebook(代表应用提供商主导模式)、谷歌开放系统平台等进行了深入分析,从平台架构的“技术模块”、“市场模块”及其收益模式等方面,总结归纳出移动互联网平台所有权的五个属性,包括“服务控制所有权”、“业务定价所有权”、“收益分配所有权”、“客户信息所有权”、“通信控制所有权”,并针对每种主导模式的平台进行了所有权结构的分析。
(3)建立了移动互联网平台的收益模型。在平台收益模型中,引入了终端收益、网络流量收益、广告收益及其他收益形式,从而拓展了目前双边市场理论建立的平台效益模型。研究了移动互联网平台在新收益模型下的定价问题。
(4)对不同主导模式和所有权结构的平台进行了比较研究并进行数学仿真和实例分析。分析和比较了不同所有权结构下的平台定价、平台利润和社会福利,并得出了有意义的研究结论。针对双平台竞争的情况,分别进行了不同收益模式竞争平台的比较研究和不同服务质量竞争平台的比较研究,并进行了数学仿真和实例分析。
与目前已有的双边市场应用研究,尤其是在电信和相关领域的研究相比,本文有以下创新：
(1)本文提出并总结了移动互联网平台的“所有权属性”,和基于不同所有权属性而形成的平台“所有权结构”,而已有的涉及平台所有权方面的研究大多简单将平台所有权划分为“买方所有”、“卖方所有”、“第三方所有”等形式。
(2)拓展了已有的双边市场平台收益模型,建立了移动互联网平台的收益模型。结合移动互联网的特点,引入了多个平台收益变量,从而建立了适合移动互联网平台的收益模型。
(3)对不同主导模式和所有权结构的移动互联网平台进行了比较研究,并得出了有意义的结论。指出平台差异化、网络外部性、市场双边的客户数量等是提高平台竞争力、提高平台利润和社会福利的关键因素。
Business model of mobile internet is always an important and hot topic, but the core is mobile internet platform. China Mobile Monternet, NTT DoCoMo i-Mode and Vodafone Live! are telecom-operator-centric platforms with "wall garden" business model. With the development of3G network construction and3G services, especially with the rapid development of smart phones, terminal manufactures and application providers start to provide their own mobile application platforms, to enhance and increase their value and control ability in the industry chain. So there are concurrently four models of mobile internet platform in the market, telecom operator leadership model, terminal manufacture leadership model, application provider leadership model and open platform model. Different models of leadership will decide different positions for the players in the value chain of mobile internet.
"Apple Store" model, Google open model, Facebook and Renren model are becoming big challenges to telecom operator leadership model and would possibly replace telecom operator's position. How to evaluate the different leadership models? Is there better or best business model in mobile internet? The questions and topics are obviously important to the people in ICT industry.
The dissertation starts from the different leadership models of mobile internet platform, studied typical platform's architecture of different models, summarized "attributes of ownership" for a mobile internet platform, and then got the platform's "ownership structure". Based on the ownership structure and ownership attributes, the dissertation established the profit mathematics models, studied and compared different models according to two-sided markets pricing, platform profit, social welfare, etc. Following contents are discussed and studied in the dissertation.
(1) Summarized the recent research status and progress of two-sided markets theory, platform theory, and mobile internet business model. From the application and industry perspective of view, two-sided markets theory are mostly used in media, software platform, payment and e-commerce, etc.; from theory perspective, the research mostly focus on pricing, rules, platform competition, and network externality, etc..
(2) Discussed and analyzed mobile internet platform's architecture under different leadership model separately, summarized the "ownership attributes" and "ownership structure"."Ownership of mobile application's management","ownership of mobile application's pricing","ownership of profit's assignation","ownership of mobile subscriber information" and "ownership of network and communication management" are the key attributes to define a mobile internet platform's ownership;
(3) Discussed and defined mathematics model of profit for a mobile internet platform, by introducing new "profit source"-from terminal, network traffic, advertisement, etc. Platform's pricing model was also discussed and got some useful conclusion.
(4) Compared and analyzed different "ownership structure" platforms, according to pricing, platform profit, social welfare, etc., and got very useful and positive conclusions. Platforms' competition is also discussed-platforms with different quality of service, and different profit model are discussed and analyzed. Mathmatics simulation, instances and examples are used in all comparison and analysis.
Compared with current two-sided markets research in ICT filed, there are several points of innovation in this dissertation.
(1) Summarized and submitted the concept of "ownership attributes" and "ownership structure" for a mobile internet platform."Ownership" of a platform was simply divided into "owned by buyer","owned by seller" or "owned by the third party" in previous studies.
(2) Defined mathematics model of profit which is suitable for the mobile internet platform by introducing new profit sources.
(3) Comparison study and analysis under different "ownership structure", and got positive conclusions. Service difference, network externality, amount of the users in two sides of the platform, etc., are key factors for a platform to win in the competition.
引文
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