摘要
基于竞争性双边平台构建博弈模型,其中平台提供硬件产品,平台的一边为互补性软件提供商,另一边为最终用户,对比3种竞争模式(平台均采用纵向分离策略、平台均采用纵向一体化策略、一个平台采用纵向一体化策略且另一个平台采用纵向分离策略)下平台的总利润,揭示平台的纵向结构选择动态演化过程。研究发现,无论平台采用纵向分离还是纵向一体化策略,在一定条件下平台对购买硬件的用户进行补贴,以及随着平台竞争强度的增加,平台对软件提供商的依赖性增强。当软件价格敏感系数较小或软件价格敏感系数较大且平台竞争强度较小时,纵向一体化策略占优;当软件价格敏感系数较大且平台竞争强度也较大时,纵向一体化策略是囚徒困境均衡。
This study builds a game model based on competitive two-sided platforms in which the platform provides hardware products for consumers. One side of the platform is the complementary software provider,and the other side is the customer. It compares the profits of the platforms under three competitive conditions—both of the platforms are vertical separation structure,both of the platforms are vertical integration structure,and one platform is vertical integration structure,and the other one is vertical separation structure—to reveal the dynamic evolutionary process of the platforms’ vertical structure. The results show that whether the platform adopts vertical separation or vertical integration structure,under certain conditions,the platform subsidizes for the consumers who buy hardware,and with the increase of platform competition intensity,the dependence of the platform on software providers increases. When the price sensitivity coefficient of software is small,or the price sensitivity coefficient of software is large,and the hardware competitive intensity is small,the vertical integration is the dominant strategy for both of the platforms;when the price sensitivity coefficient of software and the hardware competitive intensity are both large,the vertical integration strategy is the equilibrium of the prisoner’s dilemma.
作者
钟丽
艾兴政
汪敢甫
ZHONG Li;AI Xingzheng;WANG Ganfu(University of Electronic Science and Technology of China,Chengdu,China)
出处
《管理学报》
CSSCI
北大核心
2019年第3期447-455,共9页
Chinese Journal of Management
基金
国家自然科学基金资助项目(71372140
71572030)
国家自然科学基金资助重点项目(71432003
71531003)
关键词
平台竞争
竞争强度
价格敏感系数
交叉网络外部性
纵向一体化
结构选择
platform competition
competitive intensity
price sensitivity coefficient
cross-network externality
vertical integration
structure selection
