基于双边市场理论的即时通讯行业网络外部性研究——以腾讯公司为例

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1、NETWORKEFFECTOfINSTANTMESSAGEINDUSTRYBASEDONTWO-SIDEDMARKETEVIDENCEFROMTENCENTCOMPANYABSTRACTTheindustrycompetitionin21centuryisbecomingsevere.Undersomeresearch,wefoundthatthecompetitionbetweensomeindustrywithlargeproportionofserviceandthirdindustryisnotsimplyinsinglecompaniesbutlike

2、rivalrybetweenbusinessecosystem.Foranexample,mediaindustryisthegeneraltwo-sidedindustrywithtwo-sidedplatformfeatures.Thetwo-sidedindustryiscomposedoftwo-sidedplatformsandtwo-sidedendusers.Differentfromtraditionalmanufacturerswhoseconsumersareononeside,mediaplatformshouldbothattractvi

3、ewersorreaderstojointheplatformanddriveadvertisersandcontentsupplierstojointheplatform.Withthecooperateoperationofplatform,endusersintwoorthreesidesimplementtheinteractionasbuyingandsellingtradeorinformationIVexchange.Besidesfocusingonthetotalprice,platformalsofocusonthepricestructur

4、eonbothsides’interactionandenduserstransactionbehavior.TheindustryofInstantMessagehassuchacharacteroftwo-sidedmarket.FromtheviewofInstantmessagemarket,User’sdemandwillbeinfluencedbyplatform’sfunction,qualityandscaleofusersatpresentwhilethedemandofadvertisersarealsoinfluencedbytheothe

5、rsideusers.Thoseadvertisemainlysupportedmediaplatformsuchasnewspapermagazine,broadcastandtelevisionstationgenerallysetupskewedpricing.Theychoosetosethigherprice(advertiserateperpage)foradvertisersandlowerorevenbelowcostorzeropriceforconsumerssuchascoverpriceofnewspapersandmagazinesan

6、dannualinformationfeeofcablecastingandcableTV.Thecirculationoraudienceratingisthekeyfactortoattractadvertiserstoadvertiseintheplatform.Andtokeepthecertainamountofaudienceonthesideofplatformmustusehighqualitycontentinformation.Fromtheperspectiveofinstantmessage,thehighqualityplatforma

7、ttractsusersforfree,sothattheyattractenoughadvertiserstojoinintheplatform,andalsotheplatformcanmakeprofitbychargingadd_valueservice.Thispapertriedtoimplementempiricalresearchtopointouttheexistenceandthepowerofnetworkeffectontwosidedendusersusingtheexampleofinstantmessageindustry.Tryt

8、oanswerthose