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双边市场理论是近些年来在学术界和产业界兴起的新课题,其发展为产业组织理论的带来了新的视角。通过观察发现,双边市场特征的型态包括银行卡产业,媒体产业中包括报纸和互联网平台企业,操作系统产业和移动通信数据业务平台等。本文研究的电子商务平台企业淘宝网一边需要供应商的入驻供给商品,另一方是消费者在平台上搜索筛选购买商品,属于典型的双边市场。本文以淘宝网为例,介绍了网络购物市场发展初期,淘宝网通过免费策略扩大市场,当网络购物市场发展进入成熟期和稳定期后,天猫商城从淘宝网分离出来并提供差异化服务开启收费策略,吸引优质供应商和高质量要求的消费者加入,使得网络零售市场更加繁荣和规范。
Bilateral market theory is a new topic that has arisen in academia and industry in recent years. Its development has brought a new perspective to the theory of industrial organization. Through the observation, the patterns of bilateral market characteristics include the bank card industry, newspapers and Internet platform companies in the media industry, the operating system industry and the mobile communication data service platform. This paper studies the e-commerce platform companies Taobao side while the supplier settled in the supply of goods, the other side of the consumer search platform to select the purchase of goods, belong to a typical bilateral market. In this paper, Taobao, for example, introduced the early stages of the development of online shopping market, Taobao expand the market through free strategies, when the online shopping market has entered a mature period and stable period, Lynx Mall separated from Taobao and provide differentiated services open The strategy of charging, attracting premium suppliers and consumers with high quality requirements, has made the online retail market more prosperous and regulated.