Bilateral Market Platform For Enterprise Strategy And Related Antitrust Issues

In our lifes,we know some industries, for example magazine, real estate medium, bank card industry, webpage, shopping mall and so on, serve for two or more different clients groups at the same time, play a role of contacting different clients groups. One of the clients group compose one side of the markets, the other client group compose the other side. We call the markets with these characters two-sided markets. The enterprises in the two -sided markets which afford product or service are called platforms.The two -sided markets has it's unique characters and work way .And the platform's price and investment strategy is different from the enterprise in the single-sided markets too. Therefore, the antitrust problem in the two -sided markets must distinguish from the single -sided markets, we should consider the unique characters of the two -sided markets in the antitrust analysis and the law suitable. Because the most antitrust problem are related to the price structure of platform, so this article uses the theory of industry economics and network economics, First studies the strategy of the platform in the two -sided markets, especially price strategy ,make a basement for the antitrust analysis of two-sided markets. Then study and analyze the antitrust problem in the two-sided markets deeply.Below are the detail thinking and structure of this article.Chapter one is introduction, At first, it introduces the backward of this subject, Platform's strategy and related antitrust problem in the two-sided markets.Secondly, there gives a literature review on domestic and foreign existing theories about this problem so as to be the base of the following paper.Chapter two is the introduction of two-sided markets theory, includes the definition, the form, the kind and the exist condition of the two-sided markets,in addition the difference between single-sided markets and two-sided markets. Make a base for the analysis of platform strategy and antitrust problem.Chapter three is the enterprise strategy of platform. Including price strategy, entry strategy and benefit balance, and the price strategy is the most important. The first segment use the theory of network economics, build a model to analyze the price strategy of monopoly and competition platform. Then concludes and analyzes the characters of the price design in two-sided markets and the impact on social welfare. The second and third segments are the platform's entry strategy and benefit balance.Chapter four is the antitrust analysis of the two -sided markets.. First emphasizes the problem we need to pay attention to when we analyze antitrust problem, including market definition, market power and entry barrier. Then focus on and study the antitrust problem in the two -sided markets ,including predatory pricing, cooperation among competitors, exclusive contracts and bundling, and uses antitrust case to analysis predatory price and cooperation among competitors specially.Chapter five is the conclusion and the policies, and the fault of this article.