| Mankind has gone through the agricultural revolution,the industrial revolution and is undergoing the digital revolution.The new economic form is bound to shape a new mode of division of labor and a new organizational structure.The Internet platform has become the most rapidly developing and vibrant economic organizational model at present,so it is particularly important to study the platform and platform economy.As a market designer,connector and match,the platform serves as a place for interaction and trading environment for both parties or multiple parties.Its business goal is to optimize the allocation of resources within the network and maximize profits.First of all,the platform internalizes the cross-network externalities of both sides of the transaction to make the network scale reach the social optimal level,and realize the maximization of the network value as well as the profit of the platform enterprise.Then,using the high-speed flow of Internet information platform,the design of standardized transaction process,to realize the fast matching of both parties,using low platform internal coordination costs and replaced the high transaction costs,both contributed to not have trading,meet the needs of both parties,and indirectly by reducing transaction costs the platform of the profits.Based on the theory of division of labor,the theory of network externalities and the theory of transaction costs,starting from the generality of enterprises,this paper sorts out the two internalization advantages of the Internet platform model,a new mode of division of labor under the digital economy,and compares the three modes of division of labor: Internet platform,enterprise virtual cluster and distributor.This paper proposes a hypothesis that Internet platform enterprises can realize profit maximization by internalizing the externalities of cross network and internalizing transaction costs.Specifically,the following three hypotheses are included :(1)the externalities of the bilateral cross-network of platforms have a positive impact on profits;(2)Platform internal coordination costs have a positive impact on profits;(3)The internal coordination cost of the platform plays an intermediary role in the relationship between the externality of cross-network and profit.Was established to verify the hypothesis whether to domestic online shopping platform,taobao,Tmall head,on the basis of the relevant data test online platform across the existence of network externality,symmetry,and estimate the strength of the cross network externalities and the size of the internal coordination costs,and then test the internalization of the effects of the profit mode and affect the path.The measurement results confirm the existence,asymmetry and intensity of cross-network externalities of Taobao and Tmall platforms change with time.The three hypotheses are all valid,that is,the cross-network externalities of platforms have a positive impact on platform profits,and the internal coordination costs of platforms have a positive impact on platform profits.Internal coordination cost plays a complete intermediary role in the relationship between the cross-network externalities and profits. |
