论文部分内容阅读
当前以苹果iOS和谷歌安卓为代表的软件平台与传统企业的经营模式的主要差异在于存在第三方的软件供应商通过平台进行销售。然而,第三方软件提供商会怎样影响双边平台之间的竞争,是现有研究涉及较少的内容。为了回答上述科学问题,基于理论经济学的博弈分析方法,针对2个存在纵向质量差异的软件平台建立了博弈模型。此外,第三方软件提供商通过2个平台向消费者销售软件。基于上述假设,依次求解了平台间的序贯博弈均衡以及第三方软件提供商的利润最大化问题。结果表明:第三方软件提供商的存在使得多边软件平台间的竞争呈现以下特征:1)第三方软件提供商的存在会帮助低端平台扩大用户群;2)低端平台的质量改进在一定条件下会间接惠及其竞争对手;3)当平台间质量差异较大时,低端的软件平台的最优策略是采用免费发放的策略。
The main difference between the current software platform represented by Apple iOS and Google Android is that the third-party software vendors sell through the platform. However, how third-party software providers can influence the competition between bilateral platforms is less relevant in existing research. In order to answer the above scientific questions, a game model based on the game theory of theoretical economics was established for two software platforms with different vertical quality differences. In addition, third-party software vendors sell software to consumers through two platforms. Based on the above assumptions, the sequential game equilibrium between platforms and the profit maximization of third-party software providers are solved in turn. The results show that the existence of third-party software providers makes the competition between the multilateral software platforms show the following characteristics: 1) The existence of third-party software vendors will help low-end platforms to expand user base; 2) The quality improvement of low-end platforms under certain conditions Will indirectly benefit its competitors; 3) When the quality difference between the platforms is large, the optimal strategy for the low-end software platform is to adopt a free distribution strategy.