Research On Competition Mechanism And Competition Strategy Of Two-side Market Based On The Complex Networks

In recent years, the rapid rise of two-side platform research and platform economic. It plays a crucial role in the development of the social economy, such as Tencent, Baidu, Alibaba and other two-side platform for social impact is huge. Therefore, to discuss two-side platform theory has a very important practical significance,and to grasp two-side platform operating regular is one of the most important tasks in current research. In the real world, a variety of platform types have their own characteristics, but there is little existing research based on different types of platforms. Based on difference between platform capabilities and user demand matching,Platform is divided into match-type platform and transaction type platform, introduces complex network approach, characterize different types of platforms dynamic competitive process, depth studies on the operation rule of different platform types, and raises platform management issues according to the platform operation rule: how to stand out in the fierce competition in the market? This paper presents an implementation of the management plan "generous" policy to solve the problem encountered in the management platform.Based on two-side platform theory and complex network method. First, based on the platform type of classification to build embedded " inter-dependencies between platform activity and consumer utility sensitivity " match type platform dynamic competition model to analyze the effectiveness and impact of its action mechanism; then create a transaction-type platform’s dynamic competition model to analyze the main factors affecting the transaction-type platform competition in the market,in order to expose the operating regular of the different types of platforms; Finally,according to problems encountered in the management platform, propose a new competition policy that is called "generous" policy, and build a platform’s dynamic competition model with "generous" policy and argues the feasibility and mechanism of action of the policy,It is based on this model.Through the study of different types of platforms operating rules and platform competition policy, this article is to give the following results:(1)activity interdependence between platforms and consumer utility sensitivity are important factors in affecting competition in match-type platform market, to a certain extent, these determine the evolution of the internet market result that is a multi-platform coexistence or winner-take situation; and will change the scope of cross-network effect intensity and consumer expectations actor which play a dominant role in the market competition. (2) platform service quality, the advanced degree of platform architecture, cross-network effects, user innovation ability, user learning ability, the user scale pricing power and interactivity scale pricing power are key factors in influencing transactional platform successfully; and to improve platform service quality, the advanced degree of platform architecture, user innovation and learning ability and cross-network effects not only increase platform two-side users, but also improve the platform interactive and platform revenue, and there is threshold situation in cross-network effects; improved user’s innovation ability can increase users scale, but does not improve platform interactive scale and platform revenue, It is decrease; the pricing ability of user scale and the pricing ability of interaction scale only have an impact on platform income, the pricing power of user scale will make the platform income in the stable range, and the pricing ability of interaction scale is stronger, platform revenue will be more.(3) Platform enterprise which implements the "generous" policy can improve the platform competitiveness, and the higher "generous" index is, the more obvious advantages is, and high-quality platform for implementation the "generous" policy is not as effective as low quality platform for implementation; implementation of the "generous "policy will change the scope of other parameters, affect the dynamic evolution of the platform, change the market competition.High-quality platform through the implementation of’generous"policy can expand the competitive advantage, and low quality platform can either change the unfavorable situation even or gain market leading position.