多维组间网络外部性下B2B平台交易机制与竞争策略研究

项目名称： 多维组间网络外部性下B2B平台交易机制与竞争策略研究

项目编号： No.71302087

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 李治文

作者单位： 江苏大学

项目金额： 20万元

中文摘要： 组间网络外部性是B2B电子商务平台具有的至关重要的特征，其促使买卖双方聚集到平台上进行交互或交易。但是，注重未加维度细分的组间网络外部性易使平台运营者片面强调用户数量的增长，这种"粗放式成长"会对平台的运营及竞争埋下隐患。本项目运用双边市场理论、不完全信息理论、拍卖理论等研究基于组间网络外部性维度的平台交易机制与竞争策略。主要研究内容为：(1)建立平台上买卖交易模型，论证B2B平台组间网络外部性的用户数量维度与质量维度的存在，研究平台交易机制的设定；(2)构建多B2B平台竞争模型，研究用户数量维与质量维组间网络外部性对平台竞争优势的影响，分析平台定价策略与非定价策略的有效组合利用；(3)实证分析B2B平台上用户数量与质量对平台运营与竞争的影响。本项目研究理论上对双边市场理论创新有一定的补充与贡献，实践上有望为处于不同发展时期的B2B平台合理配置用户数量与质量以有效运营与竞争提供管理启示。

中文关键词： B2B平台；组间网络外部性；平台竞争；交易机制；搜索成本

英文摘要： The cross-side network effect which facilitates the aggregation of sellers and buyers to interact or exchange, is a crucial feature for B2B electronic commerce platform. However, the lack of further discussion on various dimensions of the cross-side network effect induces the platform operator to emphasis merely the user quantity increasing, this extensive growth leaves a potential risk to the platform operation as well as competition. This project adopts the two-sided theory, the incomplete information theory, the auction theory and so on to study the platform transaction mechanism and competitive strategy based on the multi-dimensions of cross-side network effect. The main research content includes: (1) establishing the transaction model between sellers and buyers to show the presence of quantitative and qualitative cross-side network effect on the B2B platform, analyzing the design of the transaction mechanism; (2) establishing B2B platform competiton model to examine the impact of quantitative and qualitative cross-side network effect on the platform competitive advantage, analyzing the effective combination of the pricing strategy and the non-pricing strategy; (3) analyzing empirically the impact of user quantity and quality on the operative and competitive strategy of a B2B platform. This project, in theor

英文关键词： B2B platform；cross-side network effect；platform competition；transaction mechanism；search cost