电商平台的“多元嵌套式竞争”模型及其均衡机制

The “Multiple Nested Competition” Model of E-Commerce Platform and Its Equilibrium Mechanism

摘要: 本文构建“多元嵌套式竞争”理论框架，解析国家补助政策、内容创新转型与跨境扩张在电商竞争中的传导机制。基于2015~2023年行业数据，通过国家补助转化函数、内容创新转型函数和跨境扩张函数的实证检验，揭示三大发现：国家补助通过杠杆效应撬动创新投入，但政策规范化使转化率降低25.1%；创新资源存在系统性本土偏好，危机期边际产出比升至44；跨境扩张严格依赖本土竞争力积淀，政策规范化强化该路径。研究表明电商竞争遵循“政策→创新→本土→跨境”的阶梯式传导规律，据此提出动态补助监测机制、双循环创新资源配置及跨境孵化基金等策略，为政府与平台优化竞争模式提供理论依据与实践路径。

Abstract: This paper constructs the theoretical framework of “multiple nested competition” to analyze the transmission mechanism of state subsidy policy, content innovation transformation and cross-border expansion in e-commerce competition. Based on the industry data from 2015 to 2023, this paper empirically tests the transformation function of state subsidies, content innovation transformation function and cross-border expansion function, and reveals three findings: state subsidies leverage innovation input through the leverage effect, but policy standardization reduces the transformation rate by 25.1%; There is systematic home bias in innovation resources, and the marginal output ratio rises to 44 during the crisis period; Cross-border expansion strictly depends on the accumulation of local competitiveness, and policy standardization strengthens this path. The research shows that e-commerce competition follows the stepwise transmission law of “policy→innovation→local→cross-border”, and puts forward strategies such as dynamic subsidy monitoring mechanism, double-cycle innovation resource allocation and cross-border incubation fund, which provide theoretical basis and practical path for the government and platforms to optimize the competition mode.