The Simple Economics of Hybrid Marketplaces
The Simple Economics of Hybrid Marketplaces
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混合市场的简单经济学
DOI：
10.2139/ssrn.3650903
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发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Jorge Padilla
中科院分区：
文献类型：
--
作者：
Neil Dryden;Sergey Khodjamirian;Jorge Padilla
本文解释说，市场决定在平台内运营自己的经销商，与第三方卖家竞争，可能会刺激竞争，最终造福于消费者。当需要(A)实现与其他分销渠道的选择平等和/或(B)促使第三方卖家更积极地竞争时，市场将通过作为经销商直接供应来获利。混合市场的成功(即既是市场又是在该市场运营的经销商的在线企业)可能需要支持其零售运营，以增加其商店相对于其他商店的吸引力。这种策略对市场上其他卖家创新激励的影响原则上是模棱两可的，但现有证据表明，它可能是积极的。
This paper explains that that the decision of a marketplace to operate its own reseller in competition with third-party sellers within the platform is likely to spur competition to the ultimate benefit of consumers. A marketplace will profit by supplying directly as a reseller when that duality is needed to (a) achieve selection parity with other distribution channels and/or (b) prod third-party sellers to compete more aggressively. The success of a hybrid marketplace (i.e. an online business that is both a marketplace and a reseller operating in that marketplace) may require it to support its retail operations in order to increase the appeal of its store vis-à-vis other stores. The effect of such strategy on the incentives to innovate of other sellers in the marketplace is in principle ambiguous but the available evidence suggests it may be positive.