近年来,竞争性法规和竞争法的实施,使市场竞争的全面建立起到了重要的作用。这些安排和做法的成功的条件是充分和有效地分析市场。
在这种情况下,双边市场是一种特殊的市场,两个不同的客户群体,是依赖于对方的要求,汇集了调解员通过被收取的平台和对这些市场的观点必须从其他市场的变化。双边市场中的网络效应的存在,导致了一种方法,这些市场,如果他们是垄断或集中。根据间接网络外部性的定价策略的变化,需求的柔性结构构成这一观点的重要依据。然而,应该知道,准确和有效地分析这些市场是不可能的,通过分离市场的一面,从另一边,因为在市场的一方的应用程序有助于另一方的存在和利益。
In recent years, a significant role is given to the competitive regulations and competition law implementations to allow the full establishment of the competition in the market. The condition of the success of these arrangements and practices is the analysis of the markets fully and effectively.
In this context, two-sided markets are special kind of markets where two different customer groups that are dependent on each other's demands are brought together by a mediator through being charged on platforms and the point of view towards these markets must be varied from the other markets. The presence of the network effects in two-sided markets has caused an approach to these markets as if they were monopoly or concentrated. Variation of the pricing
strategy according to the indirect network externalities, structure of the demand flexibilities constitutes an important basis for this point of view. However, it should be known that analyzing these markets accurately and efficiently is not possible by isolating one side of the market from the other side because an application in one side of the market contributes to the presence and the benefit of the other party.
Introduction 简介
Two-sided markets differ from competitive and anti-competitive markets because of the demand relationship between customer groups, presence of intermediaries and their platforms, pricing conditions and network effects. In this study, the structural characteristics of two-sided these markets will be included after defining these markets, the rationale of the pricing policies in the market will be focused. Lastly, information about payment card systems which are one of the best-known examples of two-sided markets will be provided, the interchange fees which have been discussed very much in this market will be addressed.
Definition of Two-Sided Markets 双边市场的定义
In general, two-sided markets can be defined as markets with two different customer groups that have demands associated with each other and where one of the groups obtain positive external benefits as a result of the other group's action due to this relationship (Veljonovski, 2006, p.34). The connection of the demands of the customer groups to each other can be interpreted not only by looking at the characteristics of the goods and services of the customers but also conferring the value to that good and service by reviewing the number of the customer groups. In two-sided markets, there are one or more mediators who ensure the interaction between these two groups by bringing these two different together customer groups. The mediator, charges both customer groups separately when ensuring this interaction (Rochet and Tirole, 2004, p.1).
Among one of the most well-known examples of two-sided markets are; video game platforms that aim to bring players and game developers together, software producers that aim to bring users and application developers, newspapers that aim to bring advertisers and readers together and card-based payment systems that aim to bring businesses and consumers together. The two main points that two-sided market theory is based on
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