Research On Relationship Strength,Market Structure And Platform Antitrust

The market structure of platform competition is critical for both platform managers and policy makers.The particularity of platform operation has greatly changed the characteristics of the platform industry market structure,which also led to the need to make corresponding changes in platform competition strategy and government antimonopoly regulation.There are two factors that cause the platform market structure to exhibit characteristics that are different from the traditional market structure theory: on the one hand,large platform companies occupy most of the market share in the segmented industry,market concentration is high,and participate in itself In the competition in many fields related to the industrial chain,the surface industry lacks effective competition.On the other hand,the platform industry continues to have new enterprises driven by capital and innovative business models,which also drives the transformation and upgrading of traditional industries,and the platform.The business model and services provided by the industry have greatly changed their production and lifestyle for bilateral or multilateral users of the access platform.In this sense,the platform provides a new way to improve the total welfare of the society.Opportunity.More importantly,the disruptive innovation brought about by the technology and business model under the platform economy has opened up new ways for market entry and competition.The competition for users' attention and the network effect of platform economy and low sunken cost are the competition.The road provides a strong guarantee that no platform company can enjoy the comfortable life brought by the short-term monopoly.Therefore,it is necessary to reshape the market structure theory to explain many phenomena in the platform industry and provide a new theoretical basis for antimonopoly law enforcement.This paper introduces the sociological concept of relationship strength into the theoretical analysis of industrial organization,combines some characteristics of platform economy,and demonstrates the characteristics,formation mechanism and platform industry of China's platform industry market structure through empirical,inductive summarization and evolutionary games.Issues such as antitrust regulation were analyzed.The study found that: First,China's platform-based industries exhibit a market structure of stratified monopolistic competition.The main characteristics of the market are the degree of centralization and openness of the market.A single or a few leading companies tend to occupy a higher level.The market share,the entry and exit of enterprises are basically unaffected,the industry's high monopoly and high competition show a coexistence situation,and this coexistence shows a pyramid type of multi-level stable structure.Second,the relationship strength plays an important role in the formation mechanism of the platform industry's hierarchical monopolistic competition market structure.The competition between platform companies is to some extent a competition for users and their attention.The strength of the relationship reflects the user scale of the platform and the closeness with the users.The platform market structure analysis based on the relationship strength perspective can reflect The many characteristics of the Internet platform economy affect the behavior of the enterprise by the size of the platform enterprise and the expected user size.In addition,the sources of stratified monopolistic competition market structure mainly include the long tail effect of the Internet industry,the market incompatibility law of technological progress and business model innovation,the free entry competitive environment and the multi-attribution of users,and the cause of monopoly.It can be divided into attention economy,demand side economies of scale and supply side economies of scale.Third,the anti-monopoly regulation of the platform industry should follow the basic analytical paradigm.At the same time,it recognizes the particularity of the platform economy,and gives different emphasis to the starting point,key links and footholds of antimonopoly work,especially focusing on the application of welfare analysis.Promote innovation-oriented,consider the weight of economic analysis and evaluation of monopolistic behavior,and turn the structural-to-conduct approach in past antimonopoly law enforcement to conduct-to-performance analysis.The innovation of this paper is to carry out research from the mesoscopic level of the platform-based industrial market structure,and expand the research scope of the existing literature on the micro-and macro-level aspects of platform enterprise competition strategy and anti-monopoly regulation,enriching the platform economics.literature.In addition,it also innovatively incorporates the relationship strength into the analytical framework of platform economics,which also has certain enlightenment significance for the future research of related disciplines.