Research On Government Regulation Of Platform Under Internet Environment

With the development of the Internet technology and the full penetration of the business model of the platform,China has entered the era of platform economy.The Internet platform has brought about great economic and social progress,but has also produced some market economic problems.The vigorous development of the platform model has made the platform rapid occupation of the market share of the industry in which the company is located,which has triggered people's monopoly concerns over large-scale platform companies.Exposure to anti-monopoly litigation cases and various unfair market practices of Internet platform companies is also increasing.However,the platform model is a brand-new business model with cross-network externalities and technical characteristics.It is difficult for the platform's anti-monopoly issues to use the traditional economic monopoly theories and frameworks for analysis.The theoretical research and practical research related to platform government regulation is far from enough to provide regulators with regulatory basis and strategies.Therefore,the market itself and market governance issues of the platform are first discussed in this paper and the necessity of the anti-monopoly regulation of the Internet platform under the framework of the traditional anti-monopoly law has been analyzed,combined the characteristics and reality of the platform market.The difficulty of defining the relevant market of the platform enterprise and the difficulty of the SSNIP test are elaborated in this paper.With the market concentration test method,the market structure of the platform was determined,that is the overall market for the platform was a competitive structure.The level of competition was at a normal level,and barriers to industry entry were not high.And explore methods for measuring platform market power.Analyzing the monopoly mechanism of the natural monopoly and internal monopoly of the platform market,and put forward the government regulation object,subject and method for monopoly of the platform market.Then,Using the Klette model of production method with strong availability of data and being more applicable to the platform,introducing the unique cross-network external factors and technical factors of the platform to measure the market power of the platform.Empirical research shows that the market power of large-scale listed companies has not yet been achieved.The platform market needs to continue to be integrated.There is still room for improvement in economies of scale.The crossnetwork external characteristics and technical characteristics of the platform are conducive to the market power of large-scale platform companies.It further proves that the pressure on antimonopoly control in the platform market need not be too great.Next,based on the above analysis results,the concept of implicit monopoly of the platform market based on the actual monopolistic behavior generated in the platform market under the Internet environment has been proposed in this paper.It analyzes the welfare changes of the anti-monopoly control in the platform market and combines the platform antitrust lawsuit.The case was analyzed in detail and the need for antimonopoly regulation of the platform's implicit monopoly behavior was proposed.An innovative proposal that under the platform model,the government's anti-monopoly control goal,that is,the structure of social welfare should increase the remaining part of the platform company on the basis of the original manufacturer surplus and consumer surplus,is also demonstrated in this paper.Social welfare in the platform market is the sum of benefits for platform companies,platform vendors,and platform consumers.Finally sum up the research conclusions and combine the conclusions into the regulation Provide policy recommendations for anti-monopoly control of the platform,and point out the shortcomings and prospects of this study.