旅游电子商务平台兼并对双边定价策略的影响

发布时间：2018-03-07 19:33

本文选题：双边市场　切入点：旅游电子商务　出处：《旅游学刊》2017年03期 　论文类型：期刊论文

【摘要】：当前我国在线旅游行业兼并重组活动此起彼伏,旅游电商平台兼并越演越烈,已引起社会各界对平台兼并是否涉嫌垄断进而损害旅游者利益的担忧。从产业特征来看,旅游电商平台是一个典型的具有"双边市场"特征的企业,其定价策略有别于"单边市场"内的一般型企业。文章从双边市场理论视角研究了旅游电商平台兼并对其双边定价策略的影响。研究发现,旅游电商平台竞争时,随着其产品或服务的差异化程度较低,旅游服务提供商的交易费就越低,广告费不受平台产品或服务差异化的影响。从旅游电商平台的角度出发,平台兼并之后所获得的利润要大于没有兼并竞争时各旅游电商获得的利润。从旅游服务提供商和广告商的平台两边用户来说,当旅游电商平台产品差异化程度较大时,旅游电商平台实施兼并后的旅游服务提供商交易费,要小于旅游电商平台竞争时的交易费;而兼并之后的广告费要大于平台竞争时的广告费;并且,旅游电商平台兼并后网页广告量要小于平台竞争时的广告量。这些结论对指导我国在线旅游电商开展双边定价策略和兼并重组活动具有一定的指导意义。
[Abstract]:At present, the merger and reorganization activities of the online tourism industry in our country are one after another, and the merger of the tourism e-commerce platform is becoming more and more intense, which has aroused concern from all walks of life about whether the platform merger is suspected of monopolizing and thus harming the interests of tourists. Judging from the characteristics of the industry, The tourism ecommerce platform is a typical enterprise with "bilateral market" characteristics. Its pricing strategy is different from that of general enterprises in "unilateral market". From the perspective of bilateral market theory, this paper studies the influence of tourism e-commerce platform merger on its bilateral pricing strategy. With the lower degree of product or service differentiation, the lower the transaction cost of the tourism service provider, the less the advertising cost will not be affected by the platform product or service differentiation. The profit after platform merger is larger than that obtained by each travel ecommerce when there is no merger competition. From the users on both sides of the platform of tourism service providers and advertisers, when the product differentiation degree of tourism e-commerce platform is greater, The transaction cost of the tourism service provider after the merger is less than that of the tourism e-commerce platform competition; the advertising cost after the merger is higher than the advertising cost when the platform competes; and, The amount of web page advertisement after the merger of tourism ecommerce platform is smaller than that of platform competition. These conclusions have certain guiding significance to guide China's online tourism ecommerce to carry out bilateral pricing strategy and merger and reorganization activities.
【作者单位】：华东师范大学经济与管理学部;
【基金】：上海市哲学社会科学规划基金“移动电子商务对旅游产业链的影响与对策研究”(2015BGL009)资助 supported by a grant from Shanghai Philosophy and Social Science Fund(to YANG Yong)(No.2015BGL009)
【分类号】：F724.6;F592.3

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