Analysis Of Social Welfare Of B2C Platform Enterprise's Merger

Now B2C platform enterprise play an increasingly important role in economic life,with the coming of the capital of winter and the significant increase in the number of B2C platform enterprise,B2C platform enterprises will be faced with a large number of mergers,the market is a two-sided or multilateral-sided market.The problem that whether merger can get the merger platform enterprise competitive advantage and the influences of merger on the users and society are worth studying,in addition,few literatures have study the problem,so Studying merger problem of the B2C platform corporate based on the theory of two-sided market is necessary.First of all,it introduces the background and significance of B2C platform enterprise research.Then,it introduces the theory of two-sided market,B2C platform enterprise and merger theory based on the existing literature.In addition,it introduces the development of the platform companies,and especially introduces two-sided market characteristics according to B2C trading process,and makes the definition of the B2C platform,and lays the foundation for the coming establishment of model.Then,it sets the B2C platform enterprise salop model based on the relevant theory and research.Based on the model,it studies welfare of the oligarchy competition of three platform enterprises,two B2C platform enterprises' merger without integration and two B2C platform enterprises' merger with integration.At last,it makes a comment about the B2C platform enterprises competition,and puts forward some advices on its merger as well as points out the shortcomings.Draw a conclusion that when B2C enterprises get oligopolistic competitive equilibrium,the price is effected by cross network externalities,when one side users have a larger coefficient,the side users will pay less to the B2C platform enterprise.And the price may be less than the cost of the enterprise.The social welfare function is also affected by the cross network externalities,when there is a large cross network externalities,the social welfare will be large.When platform enterprises get competitive equilibrium after two B2C platform enterprises merger without integration,the merger B2C platform enterprise would create monopoly regional,if price discrimination is permitted,it will lead to raise prices in the monopoly region,which will get the enterprises the merger profit,in this case,the social welfare compared to the social welfare of oligopolistic competition will get loss,and its net loss is a function of difference.When platform enterprises get competitive equilibrium after two B2C platform enterprises merger with integration.When the service level and cross network externalities is too high,the platform enterprises without merger will be squeezed out of the market;If all platform enterprises exist in the market,the social welfare will get better,the social welfare has a positive correlation with the cross network externalities.When the service level and cross network externalities is big,the total users utility will get better,but the utility of the users belongs to the platform enterprises which is not involved in the mergers will get worse.