具有双边市场特征的新平台发布策略

为提高新平台发布的市场绩效,研究了具有双边市场特征的新平台发布策略问题,构建了新平台的正式发布(F)和非正式发布(I)两种策略。建立双寡头竞争下新平台的对称发布策略(F-F、I-I)和非对称发布策略(F-I)的博弈模型,比较分析了双边用户单归属、一边用户单归属一边用户多归属以及双边用户多归属情形下新平台发布策略对平台企业竞争与绩效的影响。研究结果表明:当采用对称发布策略F-F时,若双边单归属或一边多归属,则平台服务水平提升或双边交叉网络外部性减弱有利于增加平台企业利润;若双边多归属,则平台服务水平提升或双边交叉网络外部性增强有利于增加平台企业利润。当采用对称发布策略I-I时,开发商初始规模较大的平台企业更具竞争优势。此外,在任何归属与发布策略情形下,I策略均表现为平台企业的占优策略。

Study on preannouncement strategies of new platforms with characteristics of two-sided market

In order to improve market performance of new platforms’ preannouncement, the paper explores the problem on preannouncement strategies based on two-sided market and constructs formal strategy(F)and informal strategy(I)of new platform. By constructing a duopoly model with symmetrical product preannouncement strategies F-F, I-I and asymmetric F-I, the article analyses impacts of consumers and develops single-homing, consumers and develops multi-homing and consumers multi-homing and developers single-homing to platform competition. The result shows that while both of platforms adopt strategy F, if consumers and developers single-homing or consumers multi-homing and developers single-homing, a promoting on service level or a receding on cross-group network externalities can be beneficial to profit of platforms, if consumers and developers multi-homing, an enhancing on service level or cross-group network externalities can be beneficial to profit of platforms, while both of platforms adopt strategy I, the platform owning a larger installed base of developers gains more profit. In addition, whatever the homing consumers choose and whatever the strategy developers choose, strategy I always appears as the dominant strategy to both of platforms.