| Research on market concentration and market power is mainly focused on traditional industries,but research on market power in online retail is limited.In theory,high market concentration usually leads to market monopoly,or it may cause companies with large market share to abuse market power.In recent years,China's platform-based B2 C network retail industry has flourished,and market concentration has increased substantially,which has affected the market competition structure to a certain extent.Based on the formation mechanism of the market-based B2 C network retail market power,this paper combines the widening condition of the Hall model(Klette model)and uses the two-stage least squares(2sls)empirical analysis to measure the industry market power level.At the same time,the VAR model is used to explore the influence mechanism of market concentration rate rate on market power,and then put forward relevant policy recommendations and inspirations based on theoretical and empirical research.The full text is divided into six chapters to carry out research: The first chapter combines the development background of China's platform-based B2 C network retail enterprise,expounds the research background,and draws the research significance and research ideas of this paper;the second chapter from the market power research method and its measurement,B2 C network retail And its market power research and online retail market power regulation research summarizes the relevant research progress at home and abroad;the third chapter uses relevant theories and mathematical models to explain the formation mechanism of the platform-based B2 C network retail market power;Based on the overall situation of the online retail industry and the market concentration rate rate,the current situation analysis is carried out,and the market concentration rate rate level of the platform-based B2 C network retail market is measured quarterly.The fifth chapter measures the influence of the market-oriented B2 C network retail market power level and market concentration rate rate on market power.The sixth chapter summarizes the research conclusions based on theoretical analysis and empirical analysis,and proposes targeted policy recommendations.In the theoretical research part,we first discuss the bilateral market characteristics of the online retail industry from three aspects: bilateral or multilateral platform structure,cross-network externality and price non-neutral.Specifically,the platform-based online retail industry is centered on platform-based enterprises,with producers,suppliers,and consumers as participants and relying on the platform to conduct transactions;the increase or decrease in the number of suppliers and consumers will positively affect each other or Negative externalities;platform companies use different pricing strategies for bilateral users.Then use the mathematical model to analyze.Based on Klette's(1999)relaxation of the "scale payment invariance" premise of the Hall model,this paper deduces the theoretical model and explores the formation factors of the platform-based B2 C network retail market power.The results show that the measurement of market power level from the enterprise level mainly considers the impact of input factors such as labor and sales.Finally,through the analysis of the market power source,competitive advantage,market concentration rate rate and market power of the platform-based B2 C network,from the theoretical level,in the emerging industry of the platform-based B2 C network retail industry,the market concentration rate rate is used instead of the measurement.The traditional measurement methods of market power are not adaptable.In the empirical research part,this paper firstly uses the panel data of 17 enterprises from the third quarter of 2013 to the fourth quarter of 2017,taking the total output of the enterprise as the explanatory variable,labor input,sales investment,management investment and capital investment as explanatory variables.After passing the stationarity test,fixed effect and random effect selection,and instrumental variable validity test,the two-stage least squares method is used for empirical test.Based on the empirical regression results,the overall and quarterly platform type B2 C network retail is obtained during the sample period.Industry market power level.Secondly,using the VAR model,using the market concentration rate and market power data measured in the previous section to construct a time series,after conducting the stationarity test,causality test and stability test,explore the relationship between market concentration rate and market power by means of impulse response and variance decomposition.The impact mechanism and contribution size.The first phase of empirical results shows that,overall,the platform-based B2 C network retail industry has a weaker market power level,and the market power level of the entire industry has a slight fluctuation and decline trend.The empirical results of the second stage show that when the market concentration rate changes significantly,the market power level reacts more strongly to the market concentration rate.As the market concentration rate changes,the impact on market forces remains at a relatively stable level.At the same time,from the results of variance decomposition,the changes in the market power level of the platform-based B2 C network retail industry are mainly affected by their own,and the influence from the market concentration rate is limited.In general,in the platform-based B2 C network retail industry,influenced by technological advancement,technological innovation and industry characteristics,the relationship between market power and market concentration rate is not high,and the traditional measurement method of replacing market forces with market concentration rate may have errors.Based on the above research conclusions,this paper proposes relevant policy recommendations from four aspects: improving the B2 C network retail industry regulation system,optimizing the B2 C network retail industry monopoly certification standards,enhancing the B2 C network retail business environment,and preventing large-scale B2 C network retail enterprise market. |
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