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Competition Research On Our Take-out Platform

Posted on:2017-03-20Degree:MasterType:Thesis
Country:ChinaCandidate:Z YangFull Text:PDF
GTID:2309330482973648Subject:Industrial Economics
Abstract/Summary:PDF Full Text Request
Since the 21st century, with the development of Internet technology, combining the technology and traditional industries, there are more and more new industries; On the other hand, under the people gradually form the user experience of online shopping, and perfecting the mechanism of mobile payment, the accelerating rhythm of life, and "home culture" under the mutual confluence of factors, the combination of Internet and traditional industry makes delivery platform this emerging industry arises at the historic moment. Selling platform industry at home and abroad at present stage is in rapid growth period, the size of the market is more and more big, but the delivery platform in the industry competition is intense, platform "price war" between businesses, and even appeared similar to the group "regiment campaign", many delivery platform for enterprises to enter and exit the field, take-out platform enterprises competing with each other, but at the beginning of market entry by delivery platform for enterprises to adopt low-pricing entry strategy, for example "subsidy", "price war", this is different from any previous traditional industry. The emergence of the theory of bilateral market.on the other hand, many traditional economics cannot explain economic phenomena, and delivery platform as an emerging industry, it itself has the property of bilateral market.The paper has introduced the present development situation of the take-out platform, this paper introduces the two-sided market theory and contribution to the research of domestic and foreign scholars, including the platform theory, the pricing model of bilateral markets attributes of the enterprises, the competition behavior and differentiation strategy etc, Secondly, the paper introduces the delivery platform for bilateral market properties, market pattern, the current market structure analysis delivery platform in the oligopoly market, oligopoly and network externalities as pricing model assumptions. Finally, on the one hand, through the analysis of the competitive behavior economics foreign selling platform, mainly for different pricing and pricing behavior, including market entry strategy, pricing strategy. On the other hand, through analysis of take-out platform enterprise pricing mechanism and the differentiation of the pricing competition behavior, and analysis the behavior of food consumer welfare effects, delivery platform for enterprises and catering suppliers, try to sell foreign platform has reference significance to the industry healthy and orderly development.The results of the paper show that:first of all, Chinese take-out platform market in typical bilateral market, bilateral market network externalities, attribution, asymmetric pricing and demand complementary characteristics. Delivery platform companies tend to subsidies for consumers or even free charge for catering businesses. Secondly, by using traditional market of industrial organization structure definition method, to estimate the market structure of delivery platform, it is concluded that the current delivery platform in the oligopoly market structure. In order to develop the user habit, enhance the user experience, often using subsidies to quickly occupy the market, at the same time, the market leader will also often take subsidies on potential competitors out of the area market, financing is an important support behind businesses use subsidies. From pricing model to get the higher the degree of homogeneity of take-out platform, the smaller enterprises dominant market power, improve the reasonable and effective competition strategy of differentiation is to enhance delivery platform. Finally, proves the collusion behavior in the feasibility of the take-away oligopoly market, differentiation competitive strategy of product and service differentiation can be the most effective for improvement of the competitiveness. Through differentiation competitive strategy to enhance conversion costs at the same time, strengthen the take-out platform pricing power. Promote the whole delivery platform industry from the rugged type from intensive benign development, hope to give different recommendations to the platform enterprises.
Keywords/Search Tags:take-out platform, two-sided market, competitive behavior, pricing
PDF Full Text Request
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