B2B平台间接网络外部性维度及竞争策略分析 - 系统工程学报.PDF

第29 卷第4 期 系统工 程 学 报 Vol.29 No.4 2014 年8 月 JOURNAL OF SYSTEMS ENGINEERING Aug. 2014 B2B平台间接网络外部性维度及竞争策略分析 1 2 1 李治文 , 仲伟俊 , 熊 强 (1. 江苏大学管理学院, 江苏镇江212013; 2. 东南大学经济管理学院, 江苏南京210093) 摘要: 针对B2B平台上买卖双方间普遍存在的质量信息不对称的特点, 在逆向拍卖的交易机制下基于买卖双方用户 的数量与质量, 构建了单个B2B平台上买卖双方交易的理论模型. 论证了B2B平台上间接网络外部性的数量维度与 质量维度的存在, 并分析了两种维度之间的关系；在此基础上, 进一步研究了两个B2B平台竞争的情形, 剖析了用 户数量与质量对平台竞争优势的贡献. 分析结果表明, 用户质量与数量对B2B平台同等重要, 处于不同发展时期的 平台应合理配置用户数量与质量以有效建立竞争优势. 关键词: B2B平台; 用户数量; 用户质量; 间接网络外部性; 平台竞争 中图分类号: F49 文献标识码: A 文章编号:2014 Analysis on the dimension of indirect network effect on B2B platform and platform competition strategy Li Zhiwen , Zhong Weijun , Xiong Qiang (1. School of Management, Jiangsu University, Zhenjiang 212013, China; 2. School of Economics and Management, Southeast University, Nanjing 210093, China) Abstract: Information asymmetry of user’s quality is a common and remarkable feature for B2B platform which conducts transactions between sellers and buyers under the mechanism of reverse-auction. This paper establishes firstly a theoretical model for transactions between sellers and buyers on a single B2B platform which gathered users with a certain quantity and quality, the findings prove the coexistence of quantitative and qualitative indirect network effect on B2B platform, and the relationship between these two dimensions is also analyzed. Based on the transaction model, this paper further examines two platforms’ competition, and th