CAJ | 학술논문

目前，国内外研究双边平台的文献对平台产品或服务残值问题没有引起关注。学者们关注的焦点是平台双边最优价格结构及平台竞争问题。本文以城市晚报作为研究对象，突出了晚报存在残值（废纸回收价）的特征。并沿用平台理论的定价机制。对晚报平台的资源配置效率进行了研究。本文的结论是：平台产品或服务的残值问题对于平台定价及资源配置效率非常关键。如果晚报平台向读者的定价低于其残值．且晚报平台参与主体之间信息不对称．读者和晚报方就会产生机会主义行为．默契合谋并形成虚假发行量。晚报平台根据交叉网络外部性以虚假发行量为基础对企业进行广告定价．会导致做广告的企业受损。不利于社会总体福利，平台市场失灵。本文提出。中国晚报虚假发行量存在的原因在于晚报平台的残值、信息不对称内在特征及规制合谋、稽查机制与司法缺陷、晚报同质化。最后，本文提出了若干规制政策。
목전，국내외연구쌍변평태적문헌대평태산품혹복무잔치문제몰유인기관주。학자문관주적초점시평태쌍변최우개격결구급평태경쟁문제。본문이성시만보작위연구대상，돌출료만보존재잔치（폐지회수개）적특정。병연용평태이론적정개궤제。대만보평태적자원배치효솔진행료연구。본문적결론시：평태산품혹복무적잔치문제대우평태정개급자원배치효솔비상관건。여과만보평태향독자적정개저우기잔치．차만보평태삼여주체지간신식불대칭．독자화만보방취회산생궤회주의행위．묵계합모병형성허가발행량。만보평태근거교차망락외부성이허가발행량위기출대기업진행엄고정개．회도치주엄고적기업수손。불리우사회총체복리，평태시장실령。본문제출。중국만보허가발행량존재적원인재우만보평태적잔치、신식불대칭내재특정급규제합모、계사궤제여사법결함、만보동질화。최후，본문제출료약간규제정책。
Few literature about two-sided market pays attention to the salvage value supplied by platform so far. Most scholars care about the price structure of two-sided platform and competition between two-sided platforms. This paper following the pricing mechanisms of platform theory takes the city evening daily with characteristic of having residual value （waste paper recycling price） as the object to research. The conclusion of this paper is： the residual value for a product or service supplied by platform is key to price and the efficiency of resource allocation for platform. If evening daily subscription fee is under it＇s residual value and participant is information asymmetry, readers and daily platform will have opportunism behavior and make tacit collusion. This will result in exaggerative circulation. City evening daily charge enterprises for advertisement based on exaggerative circulation in the light of cross network externalities will damage enterprise and ultimately reduce social welfare, that is, platform failure. Finally this paper points out the reasons of exaggerative circulation are residual value, information asymmetry, regulatory collusion, auditing and judicial system inefficiency and homogenization. Finally, this paper puts forward some advices to remove exaggerative circulation and improve social welfare.