Research On The Influencing Factors Of Market Dominance Of Internet Platform Enterprises

In recent years,Internet platform economy has entered a state of stagnation,in which some platform giants have frequently abused their dominant market position.For example,some platform giants have utilized big data-enabled price discrimination against regular customers or forced users to make a binary choice.Their abusive behavior has damaged the market competition order and the interests of consumers.As a result the central government proposed "strengthen antitrust and prevent disorderly expansion of capital" in 2020.How to regulate and supervise the monopoly behavior of platform giants while ensuring the continuous innovation of the Internet industry has practical and theoretical significance.On one hand,there is a problem of inapplicability when the traditional antitrust theory is transferred to the Internet platform;On the other hand,due to the characteristics of platform economy,antitrust authorities need to consider new monopoly elements like data monopoly while defining the platform monopoly position.The purpose of this paper is to provide a comprehensive,scientific and quantifiable way for the determination of market dominance,so as to put forward some valuable strategic suggestions for Internet antitrust.Firstly,this paper combines the research status of Internet platform antitrust at home and abroad through literature research,and summarizes the main characteristics of Internet platform economy,laying the foundation of this paper.Then it analyzes the inapplicability of the traditional antitrust theory to the Internet platform.Since it is difficult to define the dominant position of the Internet platform,this paper proposes that the market position of the Internet platform can be measured by a dominance index,and then constructs the evaluation index system of the dominance of the Internet platform enterprises;According to the principles given,the system is established from six dimensions:market share,market competition environment,financial and technical barriers,market control ability,data control ability and user locking ability.The rationality of the index system is tested and modified according to expert opinions,thus the influencing factor model is constructed.By comparing relative merits of various research methods,D-ANP method is selected to determine the weight of each influencing factor in the index system,and the expert scoring data are collected through questionnaire survey.By calculating the weight of each dimension and influencing factor,the diagram between influencing factors is drawn.Based on the model,this paper selects the domestic e-commerce platform as case study,and obtains the dominance scores of the top five e-commerce platforms in China.Finally,based on the results,this paper puts forward some suggestions for Internet antitrust supervision.