多归属结构下双边平台增值投资策略研究

doi:10.3778/j.issn.1002-8331.2403-0218

摘要/Abstract

摘要： 双边平台在现代经济中扮演重要的角色，其主流的非定价增值投资策略包括平台的性能投资和集成工具投资。在考虑互补企业“边做边学”能力的前提下，探究不同市场结构下双边平台增值投资策略的选择问题。结果表明：消费者单归属结构下，当互补企业的边际利润较高时，集成投资策略有助于构建繁荣的产品生态；消费者多归属结构下，其异质性偏好直接影响平台企业的双边增值投资策略。当消费者偏好平台生态效应时，性能投资无法协调价格并将其转化为利润，定位于平价战略的平台企业应加强对集成开发环境的投资，以扩大产品生态。跨平台开发技术的发展使得互补企业的研发成本大大降低，定位于高端战略的平台企业应提高性能投资，并通过降低参与费用缓解互补企业的研发负担。此外，平台需识别网络效应的强度与消费者的功能偏好，以免陷入囚徒困境。

关键词: 双边平台, 增值投资, 产品生态

Abstract: In contemporary economies, two-sided platforms play a crucial role, with their primary non-pricing value-added investment strategies categorized into platform performance investment and integrated tool investment. This paper examines the selection of value-added investment strategies for platforms in different market structures. When consumers have a clear preference for ecological effects, performance investment becomes ineffective in coordinating prices and converting them into value capture. Platform enterprises using a cost-oriented strategy should increase investments in integrated development environments to expand their product ecosystems. The advent of cross-platform development technologies significantly reduces research and development costs for complementary enterprises. Consequently, platform enterprises with a high-end strategy should enhance their performance investments and reduce the R&D burden on complementary enterprises by lowering participation costs. Moreover, platforms must understand the strength of network effects and consumer functional preferences to avoid a prisoner’s dilemma.

Key words: two-sided platform, value-added investment, product ecosystem

张杰, 李佳威, 周艳菊, 王宗润. 多归属结构下双边平台增值投资策略研究[J]. 计算机工程与应用, 2025, 61(11): 364-372.

ZHANG Jie, LI Jiawei, ZHOU Yanju, WANG Zongrun. Research on Value-Added Investment Strategies in Two-Sided Platforms Under Multihoming[J]. Computer Engineering and Applications, 2025, 61(11): 364-372.

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