平台自营的跨界竞争效应——基于市场环境调节的需求双重性

Cross-boundary Competition Effects of Platform Self-operation: A Demand Duality Analysis Based on Market Environment Moderation

摘要:

平台企业加入市场竞争改变了传统竞争格局。针对平台支配地位跨界传导所潜在的垄断风险争议,本文将天猫超市自营与天猫商城进行跨平台数据匹配,构建实证模型考察平台自营规模扩张对卖家企业销量的影响。研究发现,平台跨界在市场竞争环境调节影响下,同时出现需求扩张效应和需求替代效应。在高度竞争的同质市场中,平台被分割为自营子平台和企业直销平台,可以避免市场过度竞争促进卖家企业销量增长;而在竞争较弱的利基市场中,平台自营凭借其差异化优势,不仅导致卖家企业销量下降,还会吸引整体行业需求向自营平台转移,且该需求替代效应主要作用于初创期的中小企业,从而在平台资源分配上呈现出“ 马太效应” 。研究结论为制定差异化的平台反垄断监管政策提供了实证依据。

Abstract:

The entry of platform enterprises into market competition has reshaped the traditional competitive landscape. To investigate potential monopoly risks arising from the cross-market leveraging of platform dominance, an empirical model was constructed by matching cross-platform data from Tmall Supermarket??s self-operation channel and Tmall Mall??s direct-selling channel. The impact of the expansion of platform self- operation on the sales of seller firms was examined. The findings reveal dual effects—demand expansion and demand substitution—moderated by the market competition environment. In highly competitive homogeneous markets, the platform??s segmentation into a self-operated sub-platform and a direct-selling platform is found to alleviate excessive competition, thereby promoting the sales of seller firms. Conversely, in less competitive niche markets, the differential advantage of platform self-operation leads to a decrease in seller firms?? sales and a shift of overall industry demand towards the self-operated platform. This substitution effect is shown to primarily impact start-up small and medium-sized Enterprises, resulting in a “Matthew effect” in the allocation of platform resources. The conclusions of this research provide empirical evidence for the formulation of differentiated antitrust regulatory policies for platforms