华东师范大学(哲学社会科学版) ›› 2010, Vol. 42 ›› Issue (6): 104-109.doi:

• 经营管理问题探讨 • 上一篇    下一篇

平台型网络产业的微观结构、特征及竞争策略

程贵孙   

  1. 华东师范大学商学院,上海,200241
  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2010-11-25 发布日期:2010-11-25
  • 通讯作者: 程贵孙

The Microstructure, Industrial Characters and Competitive Strategies of Platform – Mediated Network Industry

Cheng Gui-sun   

  1. School of Business, East China Normal University, Shanghai 200241, China
  • Received:1900-01-01 Revised:1900-01-01 Online:2010-11-25 Published:2010-11-25
  • Contact: Cheng Gui-sun

摘要: 诸多网络产业中的“网络运营商”逐步转变为 “网络平台发起商”或“网络平台提供商”,平台型网络产业活动越来越明显。平台型网络产业的微观结构是由大量的不同平台网络部件或“模块”构成,双边用户在平台网络制定的运行规则指导下开展交易或交互。平台型网络产业具有参与主体多边性、用户需求联合性和网络效应交叉性等特征。非对称倾斜定价策略、分而治之的用户培育策略和赢者通吃的市场占有策略是平台型网络产业最主要的竞争策略。

关键词: 双边市场, 平台型网络产业, 价格结构

Abstract: Network operation firm transform into “network platform sponsor” and “network platform provider” in many network industry, the industrial activity of platform-mediated network industry is more and more active. The microstructure of platform-mediated network industry is composed of many different network components or modules, the two-sided users carries the deal of interactions under the operate rules of platform network. The industrial characters of platform-mediated network industry include the multilateral users, joint demand and cross network effects. The important competitive strategies of platform-mediated network industry include the skewed pricing strategy, divide-conquer strategy and winner-take-all strategy.

Key words: two-sided markets, platform-mediated network industry, price structure