Enterprise Platform Selection,Platform Network Effect And Social Welfare

The article starts from the social hot issues,taking the express delivery industry as an example to explore the role of the platform economy in the promotion of social welfare levels in more and more industries.With the rapid development of China's e-commerce,the express delivery industry has experienced rapid growth.The express industry is increasingly characterized by network industry and The network effect is the intrinsic feature and endogenous trend of the development of the industry.Therefore,the platform development of the express delivery enterprise(through mergers or strategic alliances)and the resulting monopoly are the natural processes that conform to the laws of the market,thus facilitating The respective benefits of enterprises and consumers on both sides of the platform;but on the other hand,the monopoly position of the express platform caused by the network effect may be used by platform companies to damage corporate and consumer welfare.In the perspective of network industry economics,platform economics,and Two-sided Networks theory,this paper examines the dual effects of the platform choice of express delivery companies on the social welfare generated by themselves and consumers,and then discusses whether the government should have a monopoly on network effects.The power of the express platform for anti-monopoly regulation and the corresponding regulatory options.This paper first sorts out the related research of Two-sided Networks and platform economy,introduces the concept of weak marginal cost from zero marginal cost,and lays the network industry characteristics of express delivery service platform.Secondly,it analyzes the selection behavior of enterprises joining platform from micro level.The behavior of the genus)on the network effect of the platform,and finally the impact of the network effect of the platform on social welfare.The theoretical mechanism of this paper believes that the platform selection of express delivery enterprises,through the network effect degree of express delivery platform,thus affects the level of consumer welfare,and the utility of consumers in turn affects the platform selection and performance of enterprises,thus affecting the producers of express delivery enterprises.The surplus,which in turn affects the overall welfare level of society.In this paper,the micro-data obtained by the web crawler is used to return the consumer welfare and the manufacturer's welfare respectively.It is comparatively analyzed whether the final choice of the platform for the individual enterprise has an impact on the vendor welfare and consumer welfare level through the network effect of the platform.The benchmark regression reveals that both platform selection and platform network effects have a positive impact on consumer welfare.This indicates that the improvement of consumer welfare level by the enterprise selection platform is partly due to the network effect of the platform,considering the degree of platform ownership.Later,this paper finds that the more companies choose the platform,the more obvious the improvement of the consumer welfare level.The regression results of corporate welfare also show that the network effect of the platform has a positive effect on the welfare of the enterprise,but this effect is based on the premise that the scale of the platform breaks through the "zero boundary".The results of quintile regression show that the more It is the SMEs who choose to join the platform,and the network effect of the platform will increase the level of their welfare.Based on the above research conclusions,this paper argues that the government's regulation of the platform should not be based on the scale of the platform,but should consider improper Internet competition behavior,including strengthening the malicious incompatibility between the regulatory platforms and the platform's "two-in-one" control of the participants;The monopoly regulation of the platform should be different from the traditional industry.Policy formulation should consider the whole social welfare level,pay attention to dynamic efficiency and focus on innovation incentives;relevant legislation and law enforcement agencies should strengthen research on Internet platform economic theory and law,including strengthening market analysis,Interdisciplinary research and strengthening international exchanges.