CAJ | 학술논문

双边市场作为产业组织理论研究的热点问题，涉及平台纵向差异化的研究还很少，本文依照现实中普遍存在的双边的多归属和平台之间差异化的情况，构造了网络外部性参数不对称的多归属差异化Hoteling模型，并考察了新均衡下双边平台的定价、市场势力和利润情况。我们发现，单归属均衡受平台质量差别程度影响，多归属均衡受相异平台质量影响较大；网络外部性参数的不对称是双边市场与单边市场均衡差别的主要原因；其次与单归属均衡结果相比，多归属差异化均衡时拉大了两平台间上下游定价、市场份额和利润差额。
쌍변시장작위산업조직이론연구적열점문제，섭급평태종향차이화적연구환흔소，본문의조현실중보편존재적쌍변적다귀속화평태지간차이화적정황，구조료망락외부성삼수불대칭적다귀속차이화Hoteling모형，병고찰료신균형하쌍변평태적정개、시장세력화리윤정황。아문발현，단귀속균형수평태질량차별정도영향，다귀속균형수상이평태질량영향교대；망락외부성삼수적불대칭시쌍변시장여단변시장균형차별적주요원인；기차여단귀속균형결과상비，다귀속차이화균형시랍대료량평태간상하유정개、시장빈액화리윤차액。
Two-sides markets is one of the hot spots in the industrial organization theory in recent years. But only few studies involving in the vertically differentiation. According to the resent existed situation of wide spread multi-homing and platform differentiation, the paper established a general Hoteling Model associated with vertically differentiated and multi-homing under the assumption of asymmetric parameter of network externality. Using this model, the paper discussed the feature of the pricing, market share and equilibrium profit in the two sides of each platform. The following conclusions are obtained by this model. Firstly, the single-homing equilibrium was greatly affected by the gap of the quality between the platforms and the multi-homing equilibrium was influenced by the quality of the other platform in the two-sided market; Secondly, the differences in the single market equilibrium and two-sides market equilibrium mainly caused by the asymmetric parameters of network externality; and thirdly, when compared with single-homing equilibrium, the multi-homing would widen the gap in the future of two sided pricing, market share and equilibrium profit.