| The maturity of information technology and the development of the Internet industry have profoundly changed the relationship structure between enterprises,consumers and the market.At the same time,it has also expedited the arrival of the Internet economy era.In this process,the continuous expansion of Internet leading enterprises in the horizontal industrial dimension and the downward coverage in the vertical enterprise dimension have always run through the development process of Chinese Internet enterprises.How to understand the continuous entry and extensive competition of Chinese Internet enterprises in different segments such as taxi,takeout,fresh food,tourism,short video,etc?The formation of multi market contact structure is the result of disorderly expansion of enterprises relying on their viscous customer resources,or the market strategy with definite strategic intention implemented by enterprises to maintain their dominant position and enhance mutual understanding and coordination?Does the multi-point contact between enterprises enlarge the competition intensity among Internet enterprises or eventually lead to the formation of monopoly?What are the characteristics and scale of the competitive behavior of Internet enterprises in multi market contact?Starting from the above problems,along the complete decision-making analysis chain of "intention,action and consequence" of Internet enterprises’ multi market contact,this paper attempts to deeply interpret the competitive behavior and competitive interaction characteristics of Internet enterprises in the process of multi market contact,and reveals the internal logic and strategic intention of enterprises’ Multi market contact,using tools such as cross case analysis,causal test and game analysis,It also analyzes the decision mechanism of competitive strategy and the internal chain of collusion(monopoly)of Internet enterprises under the interaction constraints of different market characteristics and strategies,in order to provide a basis for strengthening internet antitrust supervision and rectifying Internet competition ecology.This paper first summarizes the characteristics,laws and empirical facts of competition in the Internet industry.The conclusion shows that the competition among Internet enterprises is more about the scale and category of users,which determines the user base of Internet enterprises,especially platform enterprises.It is this pursuit of differentiated users that drives Internet enterprises to generally implement market competition and marketing behaviors such as compatibility,vertical integration,subsidies and differentiated pricing.It is precisely because of the demand of user category competition that Internet enterprises have implemented more diversification strategies,thus forming a multi market contact pattern among Internet enterprises in multiple product segments.The scarcity and competitiveness of user resources have become the basic starting point for interpreting the multi market contact strategy of Internet enterprises.Next,this paper uses the social network game model to analyze the decision-making basis and strategic intention of Internet enterprises’ multi market contact.The analysis shows that:the formation of Internet enterprises’ multi market contact strategy is actually a local rational choice with increasingly fierce market competition.Whether they ultimately choose multi market depends on the correlation of multi market contact,indirect network effect,initial willingness to cooperate and other factors.At the same time,when the expected return of indirect network effect obtained by Internet enterprises when choosing competition strategy is greater than the excess profit and expected return of indirect network effect obtained when choosing cooperation strategy,no matter how the initial willingness to cooperate changes,Internet enterprise groups will choose competition strategy rather than cooperation strategy.In addition,the discussion on the initial cooperation intention of the game system under the condition that "the expected return of indirect network effect obtained when choosing the competition strategy is less than the excess profit and the expected return of indirect network effect obtained when choosing the cooperation strategy"shows that when the initial cooperation intention of Internet enterprises is greater than the system threshold,the game system eventually tends to the cooperative state,and the greater the initial cooperation intention,the faster it tends to cooperate;When the initial willingness of Internet enterprises to cooperate is less than the system threshold,the game system eventually tends to be in a competitive state.Considering that the initial willingness of Internet enterprises to cooperate is highly dependent on the homogeneity and differentiated benefits of users among Internet enterprises,this indicates that the entry of Internet giants into the new market will not only strengthen the initial willingness to cooperate,but also lead to the occurrence of competition and cooperation among enterprises and the further improvement of market concentration,And eventually lead to the emergence of "mutual tolerance".Futher more,this paper examines the choice of competitive behavior and market strategy of Internet enterprises under the condition of multi market contact.The conclusion shows that under the condition of multi market competition,the implementation of[competition,competition]and[cooperation,cooperation]strategies by enterprises is a stable action strategy,and the actual strategic direction is determined by the mutual benefit level of enterprises’ choice of competition and cooperation strategies.Considering that Internet enterprises tend to compete for customer resources when they enter the segmented fields,the overall multi market contact competition strategy of Internet enterprises has the decision-making characteristics and path dependence of changing from[competition,competition]to[cooperation,cooperation].This makes the formation of competitive relationships among Internet enterprises in multiple market segments,which will initially lead to price wars,market repression and even unethical marketing behaviors.With the increase of competitive costs,especially market control costs,after the establishment of competitive relationships,the benefits of enterprises’implementation of[competition,competition]strategies continue to decline,which will eventually drive the occurrence of collusion and cooperation among enterprises,that is,the transformation to a stable strategy of[cooperation,cooperation].At the same time,the implementation of anti-monopoly regulation by the government and the restrictions on the use of market competition tools by Internet enterprises will,to a certain extent,accelerate the formation of strategy following characteristics among enterprises,that is,drive enterprises to form game equilibrium faster.The case analysis further supports the above conclusion.Subsidies and price war have become the main competitive tools and marketing means for Internet enterprises to compete in user scale and user category in the segment market.However,price war will form strong cost pressure and profitability constraints,which will accelerate the formation of cooperation among enterprises,that is,to form an integrated organization through mergers and acquisitions,cross shareholdings,etc,So as to ensure the possession of market share and the acquisition of market dominant position,The empirical analysis of the relationship between the degree of multi-market contact of Internet companies and the unethical marketing behavior of enterprises shows that the intensification of the degree of multi-market contact of Internet companies will indeed significantly increase the probability of implementing unethical market behavior of enterprises,and this unethical market Behavioral strategies have behavioral contagion among direct competitors,and will evolve into a collective unethical and "unspoken rule" formation.Further,based on the purpose of demonstrating the monopoly impact of multi market contact,this paper tests the impact of the multi market contact level of enterprises on the degree of industry monopoly in an empirical model of causal framework based on micro survey data.The conclusion shows that the widespread entry of Internet enterprises,especially Internet giants,in multiple market segments and the formation of multi market contact pattern are indeed significantly positively related to the degree of monopoly in the Internet industry,Multi market contact has become an important strategic choice for large Internet companies to gain market dominance and seek monopoly excess dividends.The emergence of multi market contacts among large enterprises and the existence of "mutual tolerance" will not only significantly reduce the number of new entrants,but also make it easier for Internet enterprises to form an oligopoly.The enterprise scale and resource similarity adjust the role of multi market contact level on the degree of market monopoly.Higher resource similarity and dependence and the participation of larger enterprises will further amplify the mutual tolerance effect of multi market contact,leading to the solidification of monopoly position.Finally,this paper puts forward some suggestions on how to improve the supervision of Internet enterprises’ multi market contact behavior and improve the efficiency of anti-monopoly governance from different perspectives,such as establishing the awareness of multi market contact governance of enterprises,increasing the content of multi market contact control in anti-monopoly regulation,implementing the negative list system of commodity market access in the Internet industry,and constructing the case guidance system of anti-monopoly regulation of Internet enterprises. |
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