摘要
本文构建比较静态模型分析线上线下厂商在多个商品市场上的双重竞争,考察内生电商平台创新和外生技术、经济因素对厂商定价、市场势力和市场份额的影响。在线上线下异质业态厂商竞争中,技术密集型的电商平台相较劳动密集型的实体门店,能利用更丰富的技术机会在提高服务水平、降低生产成本和拓宽经营范围三方面实现创新,扩大线上市场份额;外生的技术进步和生产要素供给冲击有利线上、不利线下,共同导致实体关店潮的形成。在线上同质业态厂商竞争中,电商平台间的创新竞争推动电商价格战,创新能力优势的电商平台得以扩大市场份额,创新能力劣势的电商平台则被迫降低价格损失市场势力。本模型能同时刻画多市场上的横向差异化和纵向差异化两种类型的市场竞争,兼容垄断竞争和寡头竞争两种市场结构,将线上和线下两个市场上的消费者视为连通的整体进行分析,能对实体关店潮和电商价格战两种经济现象给予理论模型解释,为研究线上线下厂商竞争提供了新的分析工具和启示。
This paper constructs a comparative static model to explore the dual multi-market competition among online and offline firms,and analyzes the impact of endogenous E-Commerce platform innovation and exogenous technological and economic factors on firms’pricing,market power and market shares.In the heterogeneous competition between online and offline firms,technology-intensive E-Commerce platforms can utilize ampler technological opportunities than labor-intensive bricks-and-mortar stores to conduct servicequality-improving innovation,cost-reducing innovation and business-scope-expanding innovation,thus obtaining larger market shares;exogenous technological progress and rising real estate price are conducive to online firms and suppressive to offline firms,all of which contribute to the mass closings of bricks-andmortar stores.In the homogeneous competition between online E-Commerce platforms,the innovation competition fuels the E-commerce price war,in which the innovation-advantaged one could enlarge market shares while the innovation-disadvantaged one is forced to lower price and suffers loss of market power.This model presents a new mathematical tool to simultaneously investigate both horizontal differentiation competition within a monopolistic competition structure and vertical differentiation competition within a duopoly market structure,while treating online and offline consumers as a whole instead of rigidly dividing them into separate online and offline parts.The new model could help explaining the formation of both E-commerce price war and the mass closings of bricks-and-mortar stores,and provides theoretical implications for online-offline firm research.
出处
《南大商学评论》
2019年第3期127-150,共24页
Nanjing Business Review
关键词
实体关店潮
电商价格战
线上线下多市场双重竞争
技术机会
创新
Mass Closings of Bricks-and-mortar Stores
E-Commerce Price War
Online-offline Multi-market Dual Competition
Technological Opportunity
Innovation
