Research On The Competitive Effect Of Exclusive Trading Behavior Of Internet Platform Enterprises

With the rapid development of the Internet economy,Internet platform enterprises occupy more and more market resources.Large Internet platform enterprises take advantage of their market position to adopt exclusive trading behaviors against merchants,causing crowding out competitors and affecting the market environment of fair competition,while bringing new challenges to antimonopoly law enforcement.This paper provides suggestions for the healthy development of Internet platform enterprises by analyzing the motivation of the implementation of exclusive trading behavior and the consequences of exclusive trading behavior.This paper first summarizes the relevant literature on domestic and foreign bilateral markets and exclusive transactions,then analyzes the characteristics and motives of exclusive transactions of Internet platform enterprises,and explains the reasons why Internet platform enterprises adopt exclusive transactions.Then,the influence effect of exclusive transaction behavior of Internet platform enterprises is analyzed theoretically,and the two-sided market competition model of Internet platform enterprises is constructed based on the Hotelling model,and the impact on consumers,merchants,Internet platform enterprises,consumer welfare and merchant welfare under the condition of no exclusive transaction is analyzed,and corresponding conclusions are drawn by comparison.And use MATLAB for numerical simulation to further visualize the model results.Through real-life case analysis,corresponding countermeasures are proposed based on the research results.The results of this paper show that:(1)when a powerful Internet platform enterprise implements exclusive transactions,all the merchants are converted into single ownership,and the number of merchants and consumers settled in the powerful platform enterprise increases with the increase of power difference and incentive measures;(2)Exclusive trading behavior is prone to produce a situation of "one company is the largest",which excludes weak platform enterprises.(3)The exclusive transaction behavior enables the merchant to obtain a certain total surplus of the merchant,but reduces the total surplus of consumers,and the degree of reduction depends on the difference between the power of the platform enterprise and the size of the exclusive incentive.In general,exclusive transactions are not conducive to the development of weak platform enterprises,hinder the development opportunities of other platforms to a certain extent,and damage the market environment of fair competition.The relevant conclusions can provide a theoretical reference for anti-monopoly supervision.