摘要
互联网平台企业作为数字经济时代的主要企业形式,在快速发展的同时出现了不正当竞争频发、网络售假、平台接入管理不严等现象。本文通过现象归纳与理论演绎,指出平台市场参与方的负外部性行为是各类乱象的症结所在。在此基础上,本文提出了一种新型的治理方式——“威慑式治理”。有别于传统治理方式以市场效率为重点,重视事后、事中治理的思路,“威慑式治理”更重视事前约束,旨在通过建立相应的约束机制,达到既可以充分发挥平台市场提高匹配效率的作用,又可以有效制约平台企业的负外部性行为的目的。进一步,本文借鉴“边缘政策”思想构建博弈模型,分析威慑式治理的可行性及其运行的内在机制。结论显示,用户规模及其变化是该治理方式可行的关键,且威慑式治理适用于平台市场集中度高的市场结构,可以在保证平台市场高市场集中度带来效率的同时,约束平台市场中的负外部性行为。最后,本文给出了威慑式治理实现的保障措施及针对平台市场的分层治理体系构想。本文的研究结论可以为完善平台治理体系提供新的实践参考。
In the digital economy era, the platform economy has begun to play an important role in improving the efficiency of supply and demand matching, promoting industrial upgrading, and expanding the consumer market.But on the other hand, as the platform economy gradually matures, some social problems are gradually exposed, such as repeated prohibitions on online counterfeiting, users’ personal safety violations, and frequent unfair competition among enterprises.The above phenomenon of the platform market calls for innovation in governance methods.In view of this, this article innovatively introduces the idea of deterrence into platform market governance, and proposes a “deterrent governance” approach to standardize internet platform enterprise behavior.First of all, this article points out that although the platform market has formed a high degree of concentration, it is different from traditional monopoly in operation, and its influence on social welfare and market efficiency is not clear.By extracting the law of chaos in the platform market, this paper believes that the lack of platform governance lies in the supervision and regulation of enterprise behavior.For platform enterprises’ various types of behaviors that affect market operations and infringe consumer interests with limited costs, this article defines them as negative externalities behaviors, and then points out that the governance of the platform market is to prevent platform enterprises’ negative externalities behavior under the opportunism.This article introduces the concept of “deterrent governance”.From the perspective of mechanism design, the core of the governance method is to form prior constraints on the company’s negative externalities behaviors, so as to achieve such a governance effect: in terms of the overall market operation of the platform economy, for the purpose of enhancing competitiveness and fostering innovation, a more inclusive and prudent attitude is adopted to ensure its positive effect on market efficiency;in terms
作者
荆文君
刘航
鞠岩
JING Wen-jun;LIU Hang;JU Yan(School of Economics,Shanxi University of Finance and Economics,Shanxi,Taiyuan,030006,China;China Center for Internet Economy Research,Central University of Finance and Economics,Beijing,100086,China;Digital Economy Research Center,Shanxi University of Finance and Economics,Shanxi,Taiyuan,030006,China)
出处
《经济管理》
CSSCI
北大核心
2022年第2期192-208,共17页
Business and Management Journal ( BMJ )
基金
国家自然科学基金青年项目“数字经济的市场结构与市场效率:机理与测度”(71903115)
教育部人文社会科学研究青年基金项目“互联网行业的‘垄断’现象及其对市场效率的影响研究”(19YJC790050)
国家社会科学基金重点项目“数字经济的市场与产业理论研究”(18AZD007)。
关键词
互联网平台企业
负外部性
企业行为
威慑式治理
边缘政策
internet platform enterprise
negative externality
enterprise behavior
deterrent governance
brinkmanship
