平台企业的非价格竞争策略研究【摘要】目前平台经济发展势头迅猛，作为一类特殊的企业，平台企业的发展受到很多关注。平台企业的分布很广，从常见的商场、大众传媒等实体企业到电子商务平台等线上企业，平台企业贯穿着我们生活的里外。本文将围绕双边市场理论和网络外部性理论展开，然后重点研究非价格竞争策略：差异化策略、广告策略和搭售策略。分别介绍不同的竞争策略和各自的优势以及在平台企业中适用的发展阶段。最后，将会引用淘宝作为实例，分析在淘宝发展过程中不同竞争策略对平台企业发展的作用，以及在不同情况下或者不同阶段下采用不同的策略将会有什么不同的影响。【关键字】双边市场、平台企业、差异化策略、广告策略、搭售策略、淘宝IResearch on non-price competition strategy of platform enterprises[Abstract] At present, the platform economy is developing rapidly. Therefore, platform enterprise has gained a lot attention. The distribution of platform enterprises is very broad, from common shopping malls, mass media and other entity enterprises to online enterprises such as e-commerce platform, platform enterprises throughout our lives. This paper will discuss the theory of bilateral market and network externality, and then focus on the non-price competition strategy: differentiation strategy, advertising strategy and tie-in strategy. Here will start with different competitive strategies and their advantages as well as respective suitable stages. Finally, taobao will be cited as an example to analyze the effect of different competitive strategies on its development process and the different impacts in taobao’s different stages.[Keywords] two-side market platform enterprise differentiation strategy advertising strategy tie-in sales strategy taobao II目 录摘要.....................................................ⅠAbstract.................................................Ⅱ1 前言....................................................11.1 研究背景............................
