CAJ | 학술논문

具有显著双边市场特征的互联网产业,借助交叉网络外部性与倾斜的价格结构,使得市场力在边与边之间进行传递,标准市场情形下的相关市场界定方法遇到前所未有的挑战.从双边市场理论、平台竞争策略、双边市场中相关市场界定以及市场力边间传递效应四个视角梳理文献.发现:理论研究集中在给定平台情形下的厂商定价以及基于用户类型的价格结构设计;一些标准方法改进性的应用研究也没有从双边市场反馈机制着手探讨适合方法,反而集中在对传统原则及方法的局限性的批评上;即使是对相关市场界定的原则进行了探索性研究,但是也设计了过于苛刻的假设条件.最后作出了该领域研究今后的新兴方向展望,并给出若干关键性研究切入点.
구유현저쌍변시장특정적호련망산업,차조교차망락외부성여경사적개격결구,사득시장력재변여변지간진행전체,표준시장정형하적상관시장계정방법우도전소미유적도전.종쌍변시장이론、평태경쟁책략、쌍변시장중상관시장계정이급시장력변간전체효응사개시각소리문헌.발현:이론연구집중재급정평태정형하적엄상정개이급기우용호류형적개격결구설계;일사표준방법개진성적응용연구야몰유종쌍변시장반궤궤제착수탐토괄합방법,반이집중재대전통원칙급방법적국한성적비평상;즉사시대상관시장계정적원칙진행료탐색성연구,단시야설계료과우가각적가설조건.최후작출료해영역연구금후적신흥방향전망,병급출약간관건성연구절입점.
In the case of the unilateral or bilateral monopoly,the Internet and other industries which have significant two-sided market characteristics recur to the cross-network externality and the incline price structure.The market power transmitted among sides forced the hypothetical monopolist test method and the demand alternative transfer rate method in the standard market situation to encounter unprecedented challenges.From four perspectives of the bilateral market theory basis,platform competition strategy design, relevant market definition in bilateral market and market force transmitted effect between edge,market power transmission between edge and antitrust research literatures were combed.It was found that theoretical research mostly concentrated platform vendor pricing in the situation of a given platform,and price structure design based on user types.Main application research literatures made prospect analysis of antitrust methods under standard market,which were applied to bilateral market.In fact,some improvement study of the standard methods also did not start from the feedback mechanism of bilateral market to explore a feasible way suitable for bilateral market characteristics.However,most of the literatures focused on the criticism on the limitations of SSNIP way,or just proposed applicability defects of the traditional principles and technologies of the relevant market definition in the bilateral market. Even if exploratory research was made on the principles of the relevant market definition,but assumptions were too harsh to achieve.Finally,the paper made newly-developing expectation of future research in this field,and presented several breakthrough points for key research.