摘要
本文主要从平台基础服务、平台增值服务以及商家服务三个方面分析平台服务质量对平台竞争结果的影响。通过建立用户效用函数模型和平台利润函数模型研究了平台服务质量的改变对双边用户规模和平台利润的影响,并在此基础上利用MATLAB进行了数值仿真计算。结果显示:(1)提升平台基础服务、平台增值服务以及商家服务的质量都会引起双边用户规模和平台利润的增加,其中增加商家服务质量使双边用户规模和平台利润增加速度最快;(2)平台企业的行业特征会影响平台对自身服务质量的投入侧重;(3)基础服务权重小的平台企业更应该着重改善商家的服务质量。研究结果可为平台企业获取市场竞争优势提供指导。
This paper analyzes the effect of platform service quality on platform competition result from three aspects:platform’s basic service,platform’s value-added service and complementors’service.By constructing the utility models of bilateral user and the profit function of the platform,the influence of the change of the platform service quality on the scales of bilateral user and the platform profit is studied,and then the numerical simulation is carried out by using MATLAB.The results show that:First,the improvement of platform basic services,platform value-added services and complementors’services will all lead to the increase of bilateral user scale and platform profit,but the improvement of complementors’service quality will do the best;Second,the industry characteristics of a platform will influence its investment in the service quality;Third,the platform which provides a small amount of basic services should focus on improving the quality of complementors’service.
作者
刘会新
王笑笑
LIU Hui-xin;WANG Xiao-xiao(School of Management Engineering,Zhengzhou University,Zhengzhou 450001,China)
出处
《运筹与管理》
CSSCI
CSCD
北大核心
2020年第11期232-239,共8页
Operations Research and Management Science
关键词
平台基础服务
平台增值服务
商家服务
平台竞争
platform basic service
platform value-added service
merchant service
platform competition
