CAJ | 학술논문

购物中心零售业态是传统的具有双边市场特征的交易平台。大型零售商通过整体租赁购物中心零售业态进行选址开店的模式，可以看作是双边市场中基于零售商一体化双边市场交易平台的行为。一体化结构下，大型零售商不仅成功实现零售业态的进一步拓展，本身也由单纯从事商品销售的零售商转变为具有双边市场特征的平台企业。作为平台企业，其运作机制遵循双边市场的经营特征，主要表现在倾斜定价机制和平台多产品组合竞争。但其核心竞争力依然来源于自身经营商品的竞争优势。
구물중심령수업태시전통적구유쌍변시장특정적교역평태。대형령수상통과정체조임구물중심령수업태진행선지개점적모식，가이간작시쌍변시장중기우령수상일체화쌍변시장교역평태적행위。일체화결구하，대형령수상불부성공실현령수업태적진일보탁전，본신야유단순종사상품소수적령수상전변위구유쌍변시장특정적평태기업。작위평태기업，기운작궤제준순쌍변시장적경영특정，주요표현재경사정개궤제화평태다산품조합경쟁。단기핵심경쟁력의연래원우자신경영상품적경쟁우세。
Shopping mall is a traditional trading platform with distinct characteristics of two-sided markets. The large-scale retailers choose to open new stores in appropriate locations where they can rent the shopping malls, which is considered the trading behavior in two-sided markets on the basis of forward integration of the retailers. In such integration, the large-scale retailers succeed not only in the realization of their further development, but also in the transformation from retailers purely engaged in merchandising to platforms with typical characteristics of two-sided markets. As a trading platform, the operation of such shopping malls led by large-scale retailers presents the operational characteristics of the two-sided market, which is shown in their pricing mechanism and the competition of the product assortment in a platform. The core competitive power of such retailers lies in the competitive advantage of the merchandises they deal in.