双边市场及其定价策略研究

第28卷第3期Vol28No32006年3月ForeignEconomies&ManagementMar2006:F0629:A:10014950(2006)03001509,(,200433):双边市场理论是近年来产业组织理论研究的热点之一,本文介绍了双边市场的定义以及分类,探讨了双边市场定价策略的影响因素,并结合相关的理论文献,对于现实经济生活中的双边平台的定价问题进行了探讨和研究,最后给出了双边市场定价策略的未来研究方向:双边市场;平台竞争;定价;网络外部性:20051212:纪汉霖(1972-),男,复旦大学管理学院博士研究生;管锡展(1973-),男,复旦大学管理学院讲师,经济学博士:,,,,,,,,(twosidedmarkets)!,(platform),,()(platformcompetition),,,,,,,(,B)(,S),,,,,∀15∀,,1,RochetTirole[1]:,(),;,,,,,(membershipexternalities)(usageexternalities),,,,,,#,,,,2,Evans(2003)[2]:(1)(marketmaker),(2)(audiencemaker),(3)(demandcoordinator)Windows),,,1,,,,∀16∀,,,Hagiu(2005)1[2]12111(80%)11267%1125XBox12001,82%,,,,,,,,(customerbase),,,:(1),(markup),,,(2),,(Ramseypricing)(3),,,(4),,(5),,,(6)(singlehoming)(multihoming)∃,,,,;,,,,(7),∀17∀%(8),,(9)(),,,,,,,,,,(),:,;,;,1,,,,,,,,,,(),,Armstrong(2004)[3],Armstrong,,,,,:ul=lnm-pl,,,,Hotelling,,(,),,,,,Armstrong∀18∀:,,,,Armstrong(2004)[3],,,(pricepair),,,,Armstrong:,,;Armstrong2,,,,OfficeHagiu(2005)[4],,(),()(1);,(),,Hagiu:,;,;,,Hagiu,,,,,Hagiu,,,;,,,,,,,,;,,,3,,,,,,,,?CalliaudJullien(2002)[5],,CalliaudJullien∀19∀,,,,Armstrong(2004)[3],,,CalliaudJullien,,(0&&1),,:,;,,,,;,,,,,,,(divideconquer),,,,,,,,,:,12,,;,,,,:;,;,,,,,,,,,,4,,??Hagiu(2004)[6],,,CalliaudJullien(2002)[5],HagiuHagiu,,,,,:,,∀20∀,;,,,;,,,Hagiu,:,,,,,,,,,,;,,,,,,,,,,,,,,:,,,,,,,Windows(PC),5,,,RochetTirole(2003)[7],,RochetTirole(2003),pBpS,BS,=B+S,p=pB+pS,(p-c)/p=1/,pB/B=pS/S,Lerner,,,,,,,,,,,∀21∀,,,,RochetTirole,,,,,VisaMastercard,(interchangefee),6,,,,;ArmstrongWright(2004)[8],hotelling,,,[0,1],[0,1],,,,,,,,;,,,,,,,,,;,,,,,ArmstrongWright,,,,,,,,,,,,,:,,∀22∀,,,,,,,,,,,,,,,,,,,,,,,,:!如果还存在其他边,则可以称为多边市场(multisidedmarkets),现实中双边市场比较常见#在平台相互竞争,且用户可选择多归属时,用户会对在两个平台上注册交易所能获得的净收益进行比较∃multihoming是计算机和互联网行业的一个术语,一般译为多链路多路由,但在这里,笔者认为译成多归属比较恰当%一个典型的例子是中国移动,在移动增值业务的平台竞争中,一边是手机用户,另一边是提供内容服务的服务提供商(serviceprovider,简称SP),中国移动威胁SP:如果他们向中国联通等竞争对手提供内容服务,中国移动将拒绝为其提供增值业务通道结果导致中国移动的增值业务平台汇聚了大量的SP,而中国联通和中国电信的SP数量远远低于中国移动,而且SP的规模也偏小:[1]Rochet,JCandJTiroleTwosidedmarkets:anoverview[EB/OL]IDEI,2004[2]Evans,DSTheantitrusteconomicsofmultisidedplatformmarkets[J]YaleJournalonRegulation,2003,20:325-381[3]Armstrong,MCompetitionintwosidedmarkets[EB/OL]IDEI,2004[4]Hagiu,ATwosidedplatforms:pricingandsocialefficiency[EB/OL]IDEI,2005[5]Caillaud,BandBJullienChicken&egg:competitionamongintermediationserviceproviders[J]RandJournalofEconomics,2002,24:309-328[6]Hagiu,AOptimalpricingandcommitmentintwosidedmarkets[EB/OL]IDEI,2004[7]Rochet,JCandJTirolePlatformcompetitionintwosidedmarkets[J]JournalofEuropeanEconomicAssociation,2003,1:990-1029[8]Armstrong,MandJWrightTwosidedmarketswithmultihomingexclusivecontracts[EB/OL]IDEI,2004(责任编辑:谷化)∀23∀