本业固守还是他业竞逐？平台跨界运营策略研究

doi:10.16381/j.cnki.issn1003-207x.2024.1618

Abstract

Abstract:

In recent years， it has been increasingly common for platform enterprises to build ecosystems through cross-sector operations， and the strategies and impacts of such operations have attracted widespread attention. Based on the Hotelling model， an operation and competition model is established for two platforms connecting two types of users （buyers and sellers） in two markets （the core business market and the other business markets）. It explores the platforms’ choices of cross-sector operation strategies and their impacts when faced with the decision to either stick to the core business or compete in other business. It is shown that：（1） The choice of a platform’s cross-sector operation strategy is jointly influenced by two effects： the price competition effect and the market expansion effect；（2） Two scenarios may both become Nash equilibria for platforms’ cross-sector operation strategies， which are both platforms choosing to compete in other business， and only one platform choosing to compete in other business while the other choosing to stick to its core business. The specific equilibrium depends on the basic utility provided by the platforms to users and the cross-network externalities among users；（3） When one or both platforms choose to compete in other business， the social welfare level may reach the highest. In contrast， when both platforms stick to their core businesses， the total social welfare level is the lowest. Theoretical guidance is provided for platform enterprises to formulate cross-sector operation strategies and consolidate their competitiveness， while also laying a theoretical foundation for relevant authorities to address cross-sector regulatory challenges and develop platform cross-sector regulatory policies.

Key words: two-sided markets, platform cross-sector operation, strategy selection, platform competition

CLC Number:

F062.9

Baojiao Wang,Zhiwen Li,Qiang Xiong, et al. Stick to the Core Business or Compete in Other Business? Study on Cross-sector Operation Strategy of Platforms[J]. Chinese Journal of Management Science, 2026, 34(11): 151-162.

Figures/Tables 11

参数	含义
$i$	$i = 1,2$ 代表两个不同市场
$J$	$J = A, B$ 代表两个不同平台
$k$	$k = b, s$ 代表买方和卖方
$α$	平台用户间的交叉网络外部性系数
$v$	平台在本业市场中为双边用户提供的基础效用
$p J k i S S (p J k i C S, p J k i C C)$	平台 $J$ 对市场 $i$ 中双边用户的定价水平
$n J k i S S (n J k i C S, n J k i C C)$	市场 $i$ 中平台 $J$ 上双边用户规模
$Π J S S (Π J C S, Π J C C)$	平台 $J$ 的利润

均衡	本业市场
均衡	两个平台
定价水平 $(p A k 1 S S, p B k 2 S S)$	$v 2$
用户规模 $(n A k 1 S S, n B k 2 S S)$	$v 2 t - 2 α$
利润水平 $Π J S S$	$v 2 2 t - 2 α$

均衡	市场1	市场2	市场2
均衡	平台A	平台A	平台B
定价水平 $(p A k 1 C S, p A k 2 C S, p B k 2 C S)$	$v 2$	$6 t 2 - 12 t α - v α + 4 α 2 6 t - 6 α$	$3 t 2 - 6 t α - v α + α 2 3 t - 3 α$
用户规模 $(n A k 1 C S, n A k 2 C S, n B k 2 C S)$	$6 t t - 2 α v + α + α 2 5 v + 4 α 6 t - α 2 t 2 - 4 t α + α 2$	$3 t t - 2 α + α v + 2 α 3 2 t 2 - 4 t α + α 2$	$3 t t - 2 α + α α - v 6 t 2 - 12 t α + 3 α 2$
利润水平 $(Π A C S, Π B C S)$	$36 t 4 - 144 t 3 α - 12 t α 3 v 2 + 4 v α + 8 α 2 + α 2 13 v 2 + 16 v α + 16 α 2 + 6 t 2 3 v 2 + 4 v α + 32 α 2 18 t - α 2 t 2 - 4 t α + α 2$		$2 3 t 2 - 6 t α + α α - v 2 9 t - α 2 t 2 - 4 t α + α 2$

均衡	两个市场
均衡	两个平台
定价水平 $p J k i C C$	$t - 2 α$
用户规模 $n J k i C C$	$12$
利润水平 $Π J C C$	$2 t - 2 α$

		平台B
		他业竞逐（C）	本业固守（S）
平台A	他业竞逐（C）	（ $Π A C C, Π B C C$ ）	（ $Π A C S, Π B C S$ ）
平台A	本业固守（S）	（ $Π A S C, Π B S C$ ）	（ $Π A S S, Π B S S$ ）

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Stick to the Core Business or Compete in Other Business? Study on Cross-sector Operation Strategy of Platforms

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