摘要
在数字经济时代,数据成为平台企业的重要生产要素,电商平台通过实施数据赋能策略,实现平台与用户的价值共创。本文基于双边市场理论和Hotelling模型,考虑平台是否提供数据赋能增值服务,构建了两种不同归属情形下的电商平台投资竞争模型,分析了不同平台的均衡策略选择。研究发现:(1)在消费者和商家均为单归属情形下,若两平台采取相同的数据赋能投资策略,则获得的市场份额以及向双边用户的定价均相等;当双边用户对平台存在显著不同的偏好时,采取投资策略的平台对消费者和商家的定价均低于仅提供基本服务的平台。(2)在消费者单归属、商家部分多归属情形下,当平台采取相同的投资策略,平台对消费者的定价较低,而对商家收取的服务费较高;商家对平台数据赋能的感知水平越高,越有助于促使商家采取多归属策略。
In the era of digital economy,data has become an important production factor for platform enterprises.E-commerce platforms implement data empowerment strategies to achieve value co-creation between the platform and users.This article is based on the bilateral market theory and the Hotelling model,considering whether the platform provides data enabled value-added services,constructs investment competition models for e-commerce platforms under two different attribution scenarios,and analyzes the equilibrium strategy choices of different platforms.The main research conclusions of this article are as follows:(1)When competitive platforms adopt the same data empowerment value-added service investment strategy and both bilateral users are single-homing,the market share obtained by both platforms and the pricing to bilateral users will be equal.When bilateral users have significantly different preferences for the platform,the price by platforms that adopt investment strategies will be lower than that by platforms that only provide basic service.In order to achieve the optimal profit of the platform,the service fee charged by the platform to bilateral users decreases with the increase of cross-side network effects,increases with the improvement of the investment level of data-enabled value-added service,and increases with the increase in the unit preference cost.(2)When competitive platforms adopt the same data empowerment value-added service investment strategy in the case of single-homing for consumers and partial multi-homing for sellers,the platform will have lower pricing for consumers and higher service fee for sellers.The higher the perceived level of platform data empowerment by sellers,the more conducive it is to encouraging them to adopt a multi-homing strategy.The fees charged by the platform to bilateral users is related to the cross-side network effects and platform differentiation.When the network externality coefficient on the consumer side is greater than the user preference cost,the service fee charged b
作者
贾文鹏
牛夏夏
梁梦坤
刘佳佳
吴军
JIA Wenpeng;NIU Xiaxia;LIANG Mengkun;LIU Jiajia;WU Jun(School of Economics and Management,Beijing University of Chemical Technology,Beijing 100029,China)
出处
《运筹与管理》
CSCD
北大核心
2023年第11期72-78,I0030-I0039,共17页
Operations Research and Management Science
基金
国家社会科学基金资助项目(22BGL111)。
