移动互联网产业链上企业合作的定价策略及福利变化

摘要

传统互联网企业面临着公司市值快速萎缩、移动设备制造商传统渠道销售量急剧下跌等困境,应发展趋势而生的"互联网+"商业模式是产业崭新的竞争制高点,传统互联网企业与移动设备制造商通过平台增长形成新的商业生态系统.基于双边市场理论,分析在单一垄断互联网企业情形下互联网企业与移动设备制造商采取纵向一体化、纵向分离策略的定价行为;探讨在双寡头互联网企业情形下互联网企业与移动设备制造商同时采取纵向一体化、纵向分离以及分别采取差异化策略的定价行为.结果表明,互联网企业与移动设备制造商进行合作可以有效解决交叉网络外部性"内生化"的问题,有利于扩大互联网企业和移动设备制造商的市场份额,加强双方在移动互联网产业链中的竞争力.%Traditional internet enterprises have the problems of rapidly declined market value and the mobile devices merchants have lost the sales volume in the traditional channel,while the "Internet Plus" strategy can be the new competition high ground of the industry.Through the growth of the platform,it can form a business ecosystem between traditional internet enterprise and mobile device manufacturers.Based on the two-sided market theory,we analyze the pricing strategy of internet enterprises and mobile device manufacturers in the perspective of vertical disintegration and vertical integration of single monopoly internet enterprise,as well as duopolyinternet enterprises.We further analyzed the situations of vertical integration,vertical disintegration and differentiated pricing strategies on duopoly internet enterprises.Then the results show that the cooperation between traditional internet enterprises and mobile devices merchants can effectively solve the problem of endogenous externalization in crossing network,it is helpful to extend the market share of internet enterprises and mobile device manufacturers,and to strengthen the competition in the industry.