成都大学学报（社会科学版）Issue(2)：38-44,7.
考虑间接网络外部性的电商平台纵向整合策略
Vertical Integration Strategy of E-commerce Platform Considering Indirect Network Externalities
摘要
Abstract
This paper compares the commodity price, bilateral supply and demand scale and platform profit under four e-business service chain structures such as decentralized service chain, partial centralized service chain of platform that controls sales business, partial centralized service chain of platform that controls logistics business, and the complete centralized service chain of platform that controls sales business and logistics business simultaneously.The results show that when the indirect network externalities of online buyers are stronger and higher than those of online merchants, the integration of E-commerce platform into the vertical business of the business service chain is stronger.The deeper the integration of logistics business, the lower the commodity price of the platform, the larger the supply and demand scale of bilateral users, and the higher the profit of the platform.Therefore, the e-commerce platform's best integration strategy is to adopt a completely vertical integration strategy that simultaneously controls sales business and logistics business.关键词
间接网络外部性/电商平台/分销/整合/纵向一体化Key words
indirect network externalities/e-commerce platform/Sale/logistics/integration/vertical integration分类
管理科学引用本文复制引用
夏德建..考虑间接网络外部性的电商平台纵向整合策略[J].成都大学学报（社会科学版）,2019,(2):38-44,7.基金项目
国家自然科学基金资助项目(项目编号:71672015) （项目编号:71672015）
