Abstract: The strategy based on service rule constraint mechanism has become an important strategy of B2C platform to gain competitive advantage. The B2C monopoly and oligopoly platform Hotelling competition model based on two-sided markets are developed. Effect of rule constraint on platform competitive strategies under buyer multi-homing seller single-homing and buyer and seller multi-homing are analyzed. The results show that platform enterprise and seller are unwilling to improve rule constraint mechanism under monopoly B2C market. Seller operates the rule constraint mechanism which can better enhance users’ experience and improve platform performance under buyer multi-homing and seller single-homing. Platform enterprise operates the rule constraint mechanism which can be more favorable under buyer and seller multi-homing.

Key words: B2C platform, service rule constraint mechanism, competitive strategy, Hotelling model

摘要： 基于服务规则约束机制的策略已成为B2C电子商务平台获取竞争优势重要手段之一。在双边市场理论模型基础上，分别建立了垄断和寡头竞争情形的B2C平台Hotelling竞争模型，比较分析了买方多归属卖方单归属和买卖双方多归属情形下竞争性B2C平台服务规则约束机制的最优策略。通过研究发现，垄断B2C平台下，平台企业和卖方企业都没有提高服务规则约束力度的意愿；在买方多归属卖方单归属时，卖方企业运作和维护服务规则约束机制更能提高用户体验和提高B2C平台绩效；在买卖双方多归属时，平台企业运作和维护服务规则约束机制更为有利。

关键词: B2C平台, 服务规则约束机制, 竞争策略, Hotelling模型