Research On The Definition Of Internet Platform-related Market From The Perspective Of Multilateral Market

Under the rapid development of the Internet industry and digital economy,the concept of platform has developed new connotations in virtual and digital meanings,and gradually surpassed its physical meaning;To seize users’ attention,the Internet platform presents a new development towards a multi-sided market;in response to the platform economy’s concern for users’ attention and to better serve the definition of the relevant market scope,the type of Internet platforms has emerged as matching platforms and A new demarcation method for attention-based platforms.The definition of the relevant market of the multilateral platform is based on the differentiation of different types of Internet platforms as a logical starting point,so it is important and necessary to choose a differentiated market definition method.Although there is subjectivity and uncertainty in the definition of the relevant market,the view that the definition of the relevant market can be completely replaced is one-sided and does not conform to the objective situation of the implementation of the Anti-Monopoly Law.In the face of the development of the multi-sided market,the relevant market of the platform faces many problems that need to be solved urgently.The first question is,should we choose to define the market on different sides of the platform or define the single market formed by the platform as a whole? The second big problem is that the qualitative alternative method of defining the relevant market under the multilateral platform and the quantitative hypothetical monopolist test method also face huge challenges.Therefore,this paper firstly starts with the basic theories consist of the Internet multilateral platforms and their types,as well as the necessity of defining relevant markets,and focuses on the importance of choosing the new way of dividing attention-based platforms and matching platforms.And pointed out the core element of user attention.Secondly,starting with cases,analyzing the misunderstandings of choosing to define a single platform market or various markets,and drawing conclusions that the definition of matching platforms is correct but the argumentation ideas are wrong,and the results and argumentation ideas of attention-based platforms are misunderstood.The original method of defining the relevant market also faces challenges in its application.One is the dilemma of the selection of commodity benchmark functions,focusing on the complexity of commodity functions and the problem of platform commercialization in the multilateral market;the second is from the qualitative and quantitative perspectives.Analyze the applicable challenges of existing market-defining methods.Thirdly,based on the problems brought by market multilateralism to the definition of platform-related markets,to find the reasons for these problems,the main reasons are the complex network effects,lock-in effects,free pricing models and profit structures exhibited by the platform’s multilateral market.Complexity and data,innovation,attention and platform commoditization and other complex features such as multi-dimensional competition,the most important of which are indirect network effects.Finally,it proposes to define a single market or a multi-sided market based on indirect network effects,improve the definition method of matching platform,and improve the definition method of attention platform.,the particularity of the relevant time market definition and other aspects,put forward some feasible suggestions on improving the definition of the Internet platform related market in my country’s multilateral market.