摘要
商户组内多样化和差异化是零售平台常见的特征。本文基于多样化与差异化特征的分析,建立零售平台的双边市场模型,讨论多样化与差异化特征和零售平台的运营策略之间的关系。分析发现:平台向商户收取高价主要受差异化影响,对顾客的补贴主要受多样化影响。平台向差异化商户收取源于竞争的价格加成,并限制差异化的商户数量。差异化度越低,价格加成越高,商户数量越少。商户间的差异化度、平台的差异化竞争策略,以及顾客对多样化商品需求的互补性,构成影响平台多样化与差异化均衡策略的三个因素。
Intra-group variety and differentiation in merchant side is a common feature in retailing platforms. This paper builds a two-sided model of retailing platform based on features of variety and differentiation, and discusses the relationship between retailer＇s operation strategy and features of variety and differentiation. It is found that, it is because intra-group differentiation that platforms charge merchants higher price, subsidies to customers are mainly affected by intra-group variety in merchant side. Retailing platforms charge merchants a price markup sourcing from competition among differentiated merchants, and restrict merchants＇ number. The lower the degree of merchants＇ differentiation, the higher the price markup, and the less the optimal number of differentiated merchants. Degree of merchants＇ differentiation, strategy of platforms＇ differentiated competition, and complementary of customers＇ demands on various goods, are three factors that influence platforms＇ balance strategy between variety and differentiation.
出处
《南方经济》
CSSCI
北大核心
2011年第10期69-80,共12页
South China Journal of Economics
关键词
零售平台
双边市场
差异化
多样化
Retailer
Two-Sided Markets
Differentiation
Variety
