双边市场理论下平台竞争策略演变历程文献综述

Literature Review on the Evolutionary Process of Platform Competitive Strategies under the Bilateral Market Theory

摘要: 近年来，综合型互联网平台逐渐显现出垂直拆分的趋势，但关于平台拆分的理论研究却相对较少。本文整理了国内外双边市场理论、平台策略及平台治理相关的学术论文，并对此做了相关分析。本文首先回顾了双边市场理论的发展过程，给出两种常见的定义方法和一些学者新的观点，在此基础上，梳理平台常见的竞争策略，解释平台在竞争实施合并、聚合等策略的原因和影响。然后根据现实情形提出平台拆分这一未来研究热点，并结合平台治理相关研究进一步表明平台拆分正成为今后平台继续保持用户增长、扩大影响力新的竞争策略。最后对国内外关于平台拆分研究现状进行了总结，并提出未来关于平台拆分研究的方向。

Abstract: In recent years, integrated internet platforms have gradually shown a trend toward vertical segmentation, but theoretical research on platform splitting is relatively scarce. This paper organizes academic papers related to bilateral market theory, platform strategy, and platform governance both domestically and internationally, and provides relevant analysis. The paper begins by reviewing the development process of bilateral market theory, presenting two common definitions and some new perspectives from scholars. Based on this, it outlines common competitive strategies for platforms and explains the reasons and impacts of platforms implementing strategies such as mergers and aggregations. Then, based on practical situations, the paper introduces platform splitting as a future research hotspot and further demonstrates, in conjunction with platform governance research, that platform splitting is becoming a new competitive strategy for platforms to maintain user growth and expand influence. Finally, the paper summarizes the current state of research on platform splitting both domestically and internationally and suggests future research directions in this area.