摘要
随着网络经济的发展,在软件业和互联网业的共同推动之下,软件平台从“桌面”系统向互联网平台迁移,同时软件交易也日益电子商务化。这种转变一方面重塑了软件产业的商业模式,为产业发展注入了新的活力,使软件平台产业迎来了蓬勃发展之势；另一方面也使软件平台逐步成为软件生态系统的核心,未来随着云计算模式的成熟,软件平台将迎来更加广阔的发展空间。但目前理论界还缺乏对软件平台运营机制全面、系统的研究,诸多的理论和实践问题未能得到有效解释,滞后于产业实践的发展。本文立足软件平台的产业发展前沿,深入分析软件平台的属性特征,并以其特有属性为主线,研究了软件平台在不同特征结构下的行为和绩效问题,将具有重要的理论和现实意义。
同时本文在研究方法、研究对象及研究内容方面,也均具有一定的突破和创新：
在研究方法上,本文借鉴了传统产业组织理论的对软件产业的研究成果,并综合运用了博弈论的分析方法。突破了现有文献大多在单一理论框架下研究软件平台运营模式的问题,有较强的方法创新性；
在研究对象上,本文立足产业发展实践将软件平台的内涵拓展到基于互联网的新型软件平台上,对目前大多数文献中软件平台的研究均以PC操作系统作为主要对象进行了补充。同时也挖掘了在这样的形势下软件平台新的属性特征,如多层次开放性、双边用户多归属性等。因此在研究对象上具有一定的创新性。
在研究内容上,本文从软件平台的特有属性出发,研究了“三角式”体系架构下的软件平台定价机制、封闭和开放结构对软件平台运营的影响、双边用户多归属条件下的平台运营特点等产业热点问题。而目前还鲜见以上这些领域的理论研究成果,体现了本文在内容上的创新性。
本文的主要研究思路和组织采用了“总-分-总”的结构：首先,梳理软件平台的发展脉络,把握软件平台在产业发展中所面临的主要问题；其次,回顾前人学者在软件平台运营方面的研究,并与实践相结合,总结现有研究的不足；并综述双边市场理论研究与应用的发展现状,一方面论证应用双边市场理论来研究软件平台运营问题的合理性,另一方面也为本文的后续研究提供理论支撑；第三,在双边市场的视角下,根据前文对软件平台运营实践和理论发展的认识,分析软件平台的结构特征,这是后续建立分析模型的基础；第四,在软件平台的不同属性特征下,分别建立数理分析模型,研究不同情况下软件平台的运营特点；最后,总结前文对软件平台运营规律的研究,并对平台企业的发展提出建议。论文整体上完成了从实践到理论再到实践的“归纳——演绎”过程
通过研究,本文得到如下主要结论：
第一.软件平台既具有双边市场的一般特征,又具有一定的特有属性。在一般特征方面,主要包括：双边用户之间具有交叉网络外部性,价格结构非中性和双边需求的互补性的特点。在特有属性方面,主要包括：“三角式”的体系架构,具有封闭或开放的多层次开放性,及双边用户的同时多归属。这些特点共同决定了软件平台的运营机制问题。
第二,用户单归属的市场垄断环境下。软件平台的利润与接入的双边用户规模,效用弹性和平台的结构等均相关。而在其他因素不变的情况下,开放一体化结构的软件平台将在最终用户接入规模方面占优。封闭一体化结构的软件平台在利润水平方面占优。
第三,单归属的市场竞争环境下。用户的最大需求量及竞争平台之间的可替代程度,共同决定了平台是否能在市场份额和利润方面占据优势。
同时分析发现,为在市场竞争中占据优势地位,封闭平台和开放一体化平台应采取不同的竞争策略。封闭平台需要在用户侧进行持续的创新,提高用户最大需求量；而开放平台在用户侧只需采取跟随策略即可,需要提高对应用软件的纵向整合能力。
第四,在双边多归属条件下软件平台的运营研究中发现,当软件平台在一边拥有越多的单归属用户时,将对另一边用户制定更高的接入价格,但依然能够在另一边吸引较多的用户接入。这一结论体现出单归属用户对软件平台的特殊重要性。
最后结合主要结论,论文对软件平台企业在平台的结构、市场行为、总体发展战略上提供了相关建议。
With the development of the network economy, the software platform market, promoted by the software industry and the Internet industry, is growing rapidly. On the one hand, through E-commerce of software transaction, software platform reshapes the business model of the software industry, and injected new vitality to industry development. On the other hand, introducting the third-party applications to Internet open platform, which open up a new territory for the development of the Internet industry. Especially, in the future, with the mature and popularity of clound computing, software platform will face to a broader space.And the software platform is gradually becoming the core of the software ecosystem.But currently, the research on operationg mechanism of software platform is not comprehensive and systematic enough.
So this paper focus on the platform's structure, conduction and performance, from the characteristics of the software platform
This paper, which researched platform in the behavior and performance of different structures, will have important theoretical and practical significance.
In research method, object and content, this paper also has certain breakthroughs and innovations:
First of all, in terms of the research method, the existing research had two perspectives:the traditional economics and two-sided market theory. They both had some shortcoming. This paper mainly study from the theoretical framework of two-sided market, but in the modeling and analyzing, combine with the traditional economics research in the software industry, and use of game theory research methods. So it will break through the original ideas in the framework of a single theory.
Secondly, in terms of the research object.In the past, PC operating system was mostly as object of the software platform. But because software platform is migrating to the Internet, it has new characteristics of the industry.So this paper expands the connotation of a software platform.
At last, in terms of the research content, this paper focus on "software platform pricing mechanism under triangle architecture","different operating characteristics about closed and open software platform",'platform operating under two-sided multi-homing conditions" These are hot issues about software platform industry,but now lack of related research in these areas, so it will also reflect the innovation on research.
The main conclusions of this research are as follows:
Firstly, the software platform has the general characteristics of the two-sided markets, such as:cross-group externalities, non-neutral conditions of the price structure, and complimentary to two-side users.But also it has the specific characteristics, such as:triangle architecture, a variety of structures,multi-homing of two-sided users.
These features together determine the operation mechanism of the software platform.
Secondly, about monopoly platform, the scale of profits and end-suers depends on elasticity of demand and structure of platform.
In general, vertically integrated open platform will dominate in terms of end-users'share. But vertically integrated closed platform will dominate in terms of profits.
Thirdly, about two-sided single-homing competitive platform, whether it dominates on end-users scale, will depand on the maximum demand of the platform and substitutability between platforms.
In general, competing between closed platform and integrated open platform, conditions of dominant on profits will be lower than conditions of dominant on profits user scale.
Forthly, about two-sided multi-homing competitive platform,when the software platform has more single-homing users, will make the platform price higher to the other side, and still be able to attract more users of the other side to access. It reflects that the important significance of single-homing users to the software platform.
Finally, combining with conclusions, the paper provided related recommendations on choicing of platform's structure, drawing up market and development strategies.
引文
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