基于歧视定价的电商平台横向合并差异化策略研究

Research on Horizontal Merger Differentiation Strategy of E-Commerce Platform Based on Discriminatory Pricing

摘要: 近年来，平台型企业大量涌现，平台型经济在引领发展、创造就业、国际竞争中均大显身手。本文基于平台企业对新老用户实施歧视定价策略下，考虑平台横向合并的差异化策略问题。通过引入差异化参数，分析平台歧视定价下横向合并前后的博弈均衡，研究平台的差异化策略问题。结果表明，歧视定价下，平台横向合并前后对新老用户的定价与利润的变化并不一定是绝对的，而是与交叉网络外部性与差异化程度有关。

Abstract: In recent years, a large number of platform enterprises have emerged, and the platform economy has played an important role in leading development, creating employment and international competition. Based on the discriminatory pricing strategy of platform enterprises for new and old users, this paper considers the differentiation strategy of platform horizontal merger. By introducing differentiation parameters, this paper analyzes the game equilibrium before and after horizontal merger under the platform discrimination pricing, and studies the differentiation strategy of the platform. The results show that under discriminatory pricing, the changes in pricing and profits of new and old users before and after the horizontal merger of the platform are not necessarily absolute, but related to the externality and differentiation of the cross network.