【作者】 李建平；

【导师】 吕廷杰；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2008， 博士

【摘要】 随着移动数据增值业务的快速发展,人们发现开放或封闭的商务模式都可以找到成功和不太成功的案例,那么移动数据增值业务平台与应用提供商之间保持何种纵向关系更为有利?本文首先从传统的组织理论和移动商务模式理论出发,对移动数据增值业务平台商务模式中的纵向关系及其影响因素进行了定性的分析;然后以双边市场理论为基础,对移动数据增值业务平台与应用提供商之间一体化或独立的纵向关系进行了博弈论分析。具体来说,本论文主要研究的内容及创新点如下:本文对于移动增值业务产业的研究,避开产业链整体宏观的分析,而着重从中间平台与应用提供商的纵向关系这一环节的微观研究来看整体产业链的竞争,这在移动增值业务产业链的研究视角上有一定创新。基于传统产业组织理论和移动商务模式理论对平台与应用的纵向关系进行定性分析。主要以产业组织理论产业链的纵向关系为理论基础,以移动商务模式的SCP模型为分析框架,分析了移动增值业务平台不同的纵向关系及其不同的业务市场表现。将双边市场一般理论应用到具体的产业中,针对移动增值业务产业平台的特点提出相应的假设和设定特定的参数。利用双边市场理论关于对成员非价格的控制策略来分析平台的纵向关系,这在双边市场理论的应用上是比较新的,特别是用在移动增值业务平台的纵向关系分析上更具创新性。基于双边市场理论的基本模型,在多平台、多产品、多阶段博弈、服务差异化等几个方面的进行扩展,主要分析垄断平台在应用市场是采取完全纵向一体化(完全封闭垄断)的策略和部分纵向一体化(允许应用市场竞争)的问题。以及两个不同商务模式竞争平台环境下的纵向关系问题。并通过设定特定的模型参数,利用软件工具进行数值模拟和比较分析。在理论与实际相结合方面,以平台和应用提供商的纵向关系为主线,对国际国内的典型增值业务平台实际案例进行现状及趋势分析。主要的研究和结论有以下几个方面:移动增值业务平台商务模式是一个比较复杂的问题,对商务模式的组织维度来说,应该采取纵向一体化或纵向独立策略涉及平台产品的质量差异和替代性等多方面的因素,既要维持平台内部的均衡,又要考虑平台之间的竞争。纵向独立的关系和市场化的组织形式有助于提高补充业务的多样性;纵向一体化的层级组织形式能提高服务质量、用户网络和业务扩散速度。综合来看,结论认为封闭和开放的商务模式纵向关系都将存在,平台是否采取纵向一体化受到平台自身产品和竞争产品的质量差异、替代性等因素的影响,不同的条件下,纵向独立或纵向一体化的平台都能占优,而且实际当中一些移动增值业务平台实际采取了混合的策略。本研究对移动商务运营者选择合理的商务平台策略、发挥平台竞争优势具有一定的参考指导意义。更多还原

【Abstract】 With the rapid development of mobile data services, it is discovered that successful or not very successful cases can be found in not only open but also closed business models. What are the vertical relationships between mobile data service platforms and applications providers? The paper starts with traditional organization theory and mobile business model, analyzes the vertical relationships and it’s influencing factors of mobile data services platforms. Then with the foundation of two-sided markets theory, the paper makes a game theory analysis about the vertical relationships, integrative or independent, of the mobile data services platforms and application providers.Concretely, the research content and innovations of this paper are as follows:The paper researches particularly on the perspective of micro-environment of the enterprises, instead of macro-scopical research with unitary perspective, with the emphasis of incarnating the whole value-chain competing through the vertical relationships of platforms and applications, what is the main innovation in the business model of data service platforms.Based on the traditional organization theory, the paper analyzes the vertical relationships between platforms and applications from the perspective of mobile commerce business model. With the theory foundation of the vertical relationships of industrial chain in industry organization theory and the analytic frame of SCP model, this paper researches the different vertical relationships of mobile data service platforms and the different markets representations of services.The innovation about the two-sided markets theory is to apply the theory to idiographic industry, and put forward supposes and the specific parameter in allusion to mobile data services platforms. It is extremely new in the application of two-sided markets theory to use it in the non-price control strategy of members and to analyze the vertical relationships of platforms, especially using it in the analysis of the vertical relationships of mobile data service platforms.With the basic of two-sided markets theory model, the paper mainly analyzes the question of whether to choose total vertical integrative strategy (totally closed monopolization) or to choose partly vertical integrative strategy (application markets’ competition permitted), with the model expansion such as multi-platform , multi- products, multi-stage game, service differentiation and etc.There are several aspects of research and conclusions as follows:Generally speaking, the business model of mobile data services is a complicated issue. From the organization dimension of business model, many factors such as the quality difference and substitute of the platform products and etc all influence the choice of vertical integrative or vertical independent strategy, which should not only consider the inner balance but also the competition of platforms. In competitive circumstance, when designing the organization dimension of business model, whether to choose integrative or independent strategy should consider the quality difference and substitute of platform products synthetically, and the vertical strategy should keep changing with the development of conditions. Different kind of mobile service has different two-sided markets characters and the same service should adjust its price construct to adapt different seedtimes.The conclusion is that business model, whether closed or open, is not the determinant of success, to choose vertical integrative strategy or not depends on factors such as quality difference and substitute of the platform products themselves and the rival products. With different conditions, vertical independent and vertical integrative strategy can both have advantages. This research will make sense for mobile service operators to choose right service platform strategy and exert the competing advantage of platform.更多还原