双边市场视角下的企业行为策略
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摘要
双边市场理论是进入21世纪才引起国际经济学界和产业界广泛关注的新理论,是基于网络外部性理论和多产品定价理论而发展起来的新学说,这个新的研究领域有着丰富的内涵,对经济实践有着潜在的重要指导意义,堪称产业组织理论中的一朵奇葩。
本文在现有文献的基础之上,首先将双边市场的基本概念和重要特征进行了综合概括,本文认为,在具有双边市场属性的产业当中,“价格结构的非中性”和“交叉网络外部性”这两个概念不是同一个层面上的,而是现象与本质的关系,并且价格结构的非中性只是交叉网络外部性的外在表现,而交叉网络外部性才是双边市场的根本属性。为了突出描述双边市场的本质属性,本文把架构、交叉网络外部性和价格结构的非中性三个基本方面联合起来定义双边市场。
随着经济社会向更深层次发展,越来越多的商业模式表现出了一定的双边市场的性质,接下来,本文简要分析了双边市场这一组织形式在商业模式演化过程中所处的地位及其出现的必然性。双边市场的特有属性使得平台企业的行为策略出现了一些用传统理论难以解释的新现象,本文第四部分就平台运营商所常见的“鸡·蛋相生”、倾斜式定价、交叉补贴、捆绑销售和“规制者角色”等行为进行了简要介绍,并在此基础上,以银行卡产业为例,对深深困扰双边市场产业的反垄断问题进行了归纳总结。
模型的动态化是双边市场理论研究的一大趋势,本文第六部分以“鸡·蛋相生”逻辑为主题,用一个基于反馈效应的动态系统分析了平台初始规模在反馈效应的作用下趋于均衡的路径,得出的结论是:平台初始规模对平台今后的发展趋势有着极其重要的影响,甚至决定了平台的存亡,当初始规模超过临界线时,凝聚力大于离心力,正反馈效应会使平台逐渐发展壮大,反之,当初始规模达不到临界线时,离心力大于凝聚力,负反馈效应会使平台逐渐走向萎缩甚至消亡。在此基础之上,我们认为平台即使处于不利的位置仍然可能通过采取积极有效的方略转变局势,提出平台至少有一体化、并购、战略联盟、许可经营等7种策略可以实施,从而将平台运营商的诸多行为策略统一到本文的理论模型之下。
Theory of Two-sided Markets, to which is paid attention by international economic and industrial circles just from 21st century, and which is based on theories of network externalities and multi-product pricing, is a brand new doctrine. But, this field has rich connotation and potentially important guiding significance to economy practice; therefore, it can be entitled to an exotic flower in theory of industrial organization. On the basis of available literature, the paper first comprehensively summarizes primary concepts and important characteristics, and thinks that non-neutrality of price structure and cross-side network externalities are not on the same layer, but the relationship between phenomena and essence. Furthermore, the non-neutrality of price structure is just external manifestation of cross-side network externalities, and the latter is the essential attribute of Two-sided Markets. In order to give prominence to the essential attribute of Two-sided Markets, the paper defines Two-sided Markets by three aspects jointly, which consist of architecture, non-neutrality of price structure and cross-side network externalities.
With deep development of economy and society, more and more business modes put up some Two-sided Markets attributes, therefore, as the following, the paper briefly analyzes the role and necessity of Two-sided Markets in the process of business mode evolution. The peculiar properties of Two-sided Markets bring out the platforms new behavioral strategies that can not explained by traditional theories. The fourth part of the paper briefly introduces several familiar behavioral strategies of platforms, such as "chicken-or-egg" logic, skewed pricing, cross subsidy, bundle as well as regulator's role and so on. Furthermore, this part induces and summarizes the issues on anti-trust of platforms that deeply perplex the Two-sided Markets, taking credit cards as an example.
Dynamic modeling is the tendency of research of theories of Two-sided Markets, the sixth part of the paper, in terms of "chicken-or-egg" logic, analyses the equilibrium path of platform original size under the impact of feedback effect through a dynamic system, and concludes that platform original size has great impact on the future growing of a platform, even determines the survival or death of a platform. When original size of a platform surpasses the crucial lines, centripetal force is larger than centrifugal force, and the platform will expand stepwise under the impact of positive feedback effect, vice versa, the platform will extinct gradually. Furthermore, the paper thinks that the platforms which are in an unfavorable situation can still reverse it through taking effective measures actively, and proposes that there are at least seven strategies, such as integration, M&A, strategic alliance, franchise and so on, can achieve the goal, thereby, the behavioral strategies of platforms can be unified into the theoretical model.
本文在现有文献的基础之上,首先将双边市场的基本概念和重要特征进行了综合概括,本文认为,在具有双边市场属性的产业当中,“价格结构的非中性”和“交叉网络外部性”这两个概念不是同一个层面上的,而是现象与本质的关系,并且价格结构的非中性只是交叉网络外部性的外在表现,而交叉网络外部性才是双边市场的根本属性。为了突出描述双边市场的本质属性,本文把架构、交叉网络外部性和价格结构的非中性三个基本方面联合起来定义双边市场。
随着经济社会向更深层次发展,越来越多的商业模式表现出了一定的双边市场的性质,接下来,本文简要分析了双边市场这一组织形式在商业模式演化过程中所处的地位及其出现的必然性。双边市场的特有属性使得平台企业的行为策略出现了一些用传统理论难以解释的新现象,本文第四部分就平台运营商所常见的“鸡·蛋相生”、倾斜式定价、交叉补贴、捆绑销售和“规制者角色”等行为进行了简要介绍,并在此基础上,以银行卡产业为例,对深深困扰双边市场产业的反垄断问题进行了归纳总结。
模型的动态化是双边市场理论研究的一大趋势,本文第六部分以“鸡·蛋相生”逻辑为主题,用一个基于反馈效应的动态系统分析了平台初始规模在反馈效应的作用下趋于均衡的路径,得出的结论是:平台初始规模对平台今后的发展趋势有着极其重要的影响,甚至决定了平台的存亡,当初始规模超过临界线时,凝聚力大于离心力,正反馈效应会使平台逐渐发展壮大,反之,当初始规模达不到临界线时,离心力大于凝聚力,负反馈效应会使平台逐渐走向萎缩甚至消亡。在此基础之上,我们认为平台即使处于不利的位置仍然可能通过采取积极有效的方略转变局势,提出平台至少有一体化、并购、战略联盟、许可经营等7种策略可以实施,从而将平台运营商的诸多行为策略统一到本文的理论模型之下。
Theory of Two-sided Markets, to which is paid attention by international economic and industrial circles just from 21st century, and which is based on theories of network externalities and multi-product pricing, is a brand new doctrine. But, this field has rich connotation and potentially important guiding significance to economy practice; therefore, it can be entitled to an exotic flower in theory of industrial organization. On the basis of available literature, the paper first comprehensively summarizes primary concepts and important characteristics, and thinks that non-neutrality of price structure and cross-side network externalities are not on the same layer, but the relationship between phenomena and essence. Furthermore, the non-neutrality of price structure is just external manifestation of cross-side network externalities, and the latter is the essential attribute of Two-sided Markets. In order to give prominence to the essential attribute of Two-sided Markets, the paper defines Two-sided Markets by three aspects jointly, which consist of architecture, non-neutrality of price structure and cross-side network externalities.
With deep development of economy and society, more and more business modes put up some Two-sided Markets attributes, therefore, as the following, the paper briefly analyzes the role and necessity of Two-sided Markets in the process of business mode evolution. The peculiar properties of Two-sided Markets bring out the platforms new behavioral strategies that can not explained by traditional theories. The fourth part of the paper briefly introduces several familiar behavioral strategies of platforms, such as "chicken-or-egg" logic, skewed pricing, cross subsidy, bundle as well as regulator's role and so on. Furthermore, this part induces and summarizes the issues on anti-trust of platforms that deeply perplex the Two-sided Markets, taking credit cards as an example.
Dynamic modeling is the tendency of research of theories of Two-sided Markets, the sixth part of the paper, in terms of "chicken-or-egg" logic, analyses the equilibrium path of platform original size under the impact of feedback effect through a dynamic system, and concludes that platform original size has great impact on the future growing of a platform, even determines the survival or death of a platform. When original size of a platform surpasses the crucial lines, centripetal force is larger than centrifugal force, and the platform will expand stepwise under the impact of positive feedback effect, vice versa, the platform will extinct gradually. Furthermore, the paper thinks that the platforms which are in an unfavorable situation can still reverse it through taking effective measures actively, and proposes that there are at least seven strategies, such as integration, M&A, strategic alliance, franchise and so on, can achieve the goal, thereby, the behavioral strategies of platforms can be unified into the theoretical model.
引文
[1]Jean-Charles Rochet & Jean Tirole.Defining Two-Sided Markets[W].Working paper,IDEI,2004.
[2]Jean-Charles Rochet & Jean Tirole.Two-Sided Markets:A Progress Report[J].RAND Journal of Economics,2006,vol.37,no.3:645-667.
[3]M.Reisinger.Two-Sided Markets with Negative Extemalities[W].Working Paper,2004-27,University of Munich.Occasional Paper Series,2004-09.
[4]Andrei Hagiu.Two-Sided Platforms:Pricing and Social Efficiency[W].Working paper,Harvard Business School,2004.
[5]Roberto Roson.Two-sided markets:a tentative survey[J].Review of Network Economics,2005,vol-4,Issue 2-June.
[6]Jean-Charles Rochet & Jean Tirole.Platform Competition in Two-Sided Markets[J].Journal of European Economic Association,2003,1(4):990 - 1029.
[7]Bernard Caillaud & Bruno Jullien.Chicken & Egg:Competition Among Intermediation Service Providers[J].Rand Journal of Economics,2002,34:309-328.
[8]Mark Armstrong.Competition in Two-Sided Markets[J].Rand Journal of Economics,2006,vol 37(3):668-691.
[9]David S.Evans.The Antitrust Economics of Multi-sided Platform Markets [J].Yale Journal on Regulation,2003,20:325 - 382.
[10]Jean J.Gabszewicz & Xavier Y.Wauthy.Two-Sided Markets and Price Competition with Multi-homing[W].Working paper,CORE,Louvain-la-Neuve University,2004.
[11]Wilko Bolty & Alexander F.Tieman.Social Welfare and Cost Recovery in Two-Sided Markets[J].Review of Network Economics,2006,vol 5(1),pp.103-117.
[12]Chakravorti,S.& R.Roson.Platform Competition in Two-Sided Markets:The Case of Payment Networks[J],Review of Network Economics,vol.5,no.1,March,pp.26-44.
[13]Edison Tse & Mingchun Song.Resource-based View of Competitive Advantage in Two-sided Markets[W].Working paper,Management Science and Engineering Department,Stanford University,2005.
[14]Bruno Jullien.Pricing and Other Business Strategies for e-Procurement Platforms[J].Handbook of Procurement,Cambridge University Press,2005:249-266.
[15]Eisenmann & Geoffrey Parker & Marshall W.Van Alstyne.Strategies for Two-sided Markets[J].Harvard Business Review,2006(10):151.
[16]Schiff,A.Open and Closed Systems of Two-sided Markets[J].Information,Economics and Policy,2003,15:425-442.
[17]Andrei Hagiu & Bruno Jullien.Designing a Two-Sided Platform:When to Increase Search Cost[W].IDEI working paper,2007.
[18]David S.Evans & Richard Schmalensee.The Industrial Organization of Markets with Two-sided Platforms[J].Competition Policy International,vol.3,no.1(2007):151-180.
[19]Michael Holland.Two-sided Markets:A Challenge to Competition Policy[R].Paper for The First Annual Competition Commission,Competition Tribunal and Mandela Institute Conference on Competition Law,Economics and Policy in South Africa,University of Witwatersrand,2007.
[20]Tommaso Valletti.Mobile Call Termination:A Tale of Two-sided Markets[J].International Journal of Digital Economics 61(2006):pp.61-77.
[21]Thomas Cortade.A Strategic Guide on Two-side Markets:Applied to the ISP Markets[J].International Journal of Digital Economics 61(2006):pp.17-35.
[22]Marianne Verdier.Retail Payment Systems:What Can We Learn from Two-sided Markets[J].International Journal of Digital Economics 61(2006):pp.37-59.
[23]Pierre Regibeau.A Comment on Evans,Hagiu and Schmalensee[J].CESifo Economic Studies,Vol.51,2-3/2005,225-232.
[24]Julian Wright.One-sided Logic in Two-sided Markets[J].Review of Network Economics,Vol.3,Issue 1 - March 2004.
[25]David S.Evans.Some Empirical Aspects of Multi-sided Platform Industries[J].Review of Network Economics,Vol.2,Issue 3 - September 2003.
[26]David S.Evans.Two-sided Platforms and Analysis of Single-firm Conduct[J].Competition Policy International,Vol.3,No.1,2007.
[27]Andrei Hagiu.Merchant or Two-sided Platform?[W].Working Paper,Harvard Business School,May 2007.
[28]A.Osterwalder & Y.Pigneur & C.L.Tucci.Clarifying Business Models:Origins,Present,and Future of the Concept[J].Communication of the Associations for Information Systems,Vol.15,pp.1-40,2005.
[29]斯蒂芬·J·托洛维斯基.宏观经济动态学方法[M].上海:上海财经大学出版社,2002:132-153.
[30]比尔·盖茨.未来之路[M].北京:北京大学出版社,1996.
[31]Eugene Silberberg & Wing Suen.经济学的结构--数量分析方法(第三版)[M].北京:清华大学出版社,2003.
[32]龚六堂.经济动态学方法[M].北京:北京大学出版社,2002.
[33]盛洪.外部性问题和制度创新[J].管理世界,1995,2.
[34]陈宏民,胥莉.双边市场-企业竞争环境的新视角[M].上海:上海人民出版社,2007.
[35]徐晋.平台经济学-平台竞争的理论与实践[M].上海:上海交通大学出版社,2007.
[36]胡群,鲍小志.双边市场视角下的企业行为策略研究综述[J].经济论坛,2007(19)
[2]Jean-Charles Rochet & Jean Tirole.Two-Sided Markets:A Progress Report[J].RAND Journal of Economics,2006,vol.37,no.3:645-667.
[3]M.Reisinger.Two-Sided Markets with Negative Extemalities[W].Working Paper,2004-27,University of Munich.Occasional Paper Series,2004-09.
[4]Andrei Hagiu.Two-Sided Platforms:Pricing and Social Efficiency[W].Working paper,Harvard Business School,2004.
[5]Roberto Roson.Two-sided markets:a tentative survey[J].Review of Network Economics,2005,vol-4,Issue 2-June.
[6]Jean-Charles Rochet & Jean Tirole.Platform Competition in Two-Sided Markets[J].Journal of European Economic Association,2003,1(4):990 - 1029.
[7]Bernard Caillaud & Bruno Jullien.Chicken & Egg:Competition Among Intermediation Service Providers[J].Rand Journal of Economics,2002,34:309-328.
[8]Mark Armstrong.Competition in Two-Sided Markets[J].Rand Journal of Economics,2006,vol 37(3):668-691.
[9]David S.Evans.The Antitrust Economics of Multi-sided Platform Markets [J].Yale Journal on Regulation,2003,20:325 - 382.
[10]Jean J.Gabszewicz & Xavier Y.Wauthy.Two-Sided Markets and Price Competition with Multi-homing[W].Working paper,CORE,Louvain-la-Neuve University,2004.
[11]Wilko Bolty & Alexander F.Tieman.Social Welfare and Cost Recovery in Two-Sided Markets[J].Review of Network Economics,2006,vol 5(1),pp.103-117.
[12]Chakravorti,S.& R.Roson.Platform Competition in Two-Sided Markets:The Case of Payment Networks[J],Review of Network Economics,vol.5,no.1,March,pp.26-44.
[13]Edison Tse & Mingchun Song.Resource-based View of Competitive Advantage in Two-sided Markets[W].Working paper,Management Science and Engineering Department,Stanford University,2005.
[14]Bruno Jullien.Pricing and Other Business Strategies for e-Procurement Platforms[J].Handbook of Procurement,Cambridge University Press,2005:249-266.
[15]Eisenmann & Geoffrey Parker & Marshall W.Van Alstyne.Strategies for Two-sided Markets[J].Harvard Business Review,2006(10):151.
[16]Schiff,A.Open and Closed Systems of Two-sided Markets[J].Information,Economics and Policy,2003,15:425-442.
[17]Andrei Hagiu & Bruno Jullien.Designing a Two-Sided Platform:When to Increase Search Cost[W].IDEI working paper,2007.
[18]David S.Evans & Richard Schmalensee.The Industrial Organization of Markets with Two-sided Platforms[J].Competition Policy International,vol.3,no.1(2007):151-180.
[19]Michael Holland.Two-sided Markets:A Challenge to Competition Policy[R].Paper for The First Annual Competition Commission,Competition Tribunal and Mandela Institute Conference on Competition Law,Economics and Policy in South Africa,University of Witwatersrand,2007.
[20]Tommaso Valletti.Mobile Call Termination:A Tale of Two-sided Markets[J].International Journal of Digital Economics 61(2006):pp.61-77.
[21]Thomas Cortade.A Strategic Guide on Two-side Markets:Applied to the ISP Markets[J].International Journal of Digital Economics 61(2006):pp.17-35.
[22]Marianne Verdier.Retail Payment Systems:What Can We Learn from Two-sided Markets[J].International Journal of Digital Economics 61(2006):pp.37-59.
[23]Pierre Regibeau.A Comment on Evans,Hagiu and Schmalensee[J].CESifo Economic Studies,Vol.51,2-3/2005,225-232.
[24]Julian Wright.One-sided Logic in Two-sided Markets[J].Review of Network Economics,Vol.3,Issue 1 - March 2004.
[25]David S.Evans.Some Empirical Aspects of Multi-sided Platform Industries[J].Review of Network Economics,Vol.2,Issue 3 - September 2003.
[26]David S.Evans.Two-sided Platforms and Analysis of Single-firm Conduct[J].Competition Policy International,Vol.3,No.1,2007.
[27]Andrei Hagiu.Merchant or Two-sided Platform?[W].Working Paper,Harvard Business School,May 2007.
[28]A.Osterwalder & Y.Pigneur & C.L.Tucci.Clarifying Business Models:Origins,Present,and Future of the Concept[J].Communication of the Associations for Information Systems,Vol.15,pp.1-40,2005.
[29]斯蒂芬·J·托洛维斯基.宏观经济动态学方法[M].上海:上海财经大学出版社,2002:132-153.
[30]比尔·盖茨.未来之路[M].北京:北京大学出版社,1996.
[31]Eugene Silberberg & Wing Suen.经济学的结构--数量分析方法(第三版)[M].北京:清华大学出版社,2003.
[32]龚六堂.经济动态学方法[M].北京:北京大学出版社,2002.
[33]盛洪.外部性问题和制度创新[J].管理世界,1995,2.
[34]陈宏民,胥莉.双边市场-企业竞争环境的新视角[M].上海:上海人民出版社,2007.
[35]徐晋.平台经济学-平台竞争的理论与实践[M].上海:上海交通大学出版社,2007.
[36]胡群,鲍小志.双边市场视角下的企业行为策略研究综述[J].经济论坛,2007(19)