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为弥补互联网平台电商企业垄断研究的缺位,本文围绕集中度提出测算互联网平台电商企业垄断势力与结构的递进式理论和模型:集中度的视角性测算用于界定垄断主体和维度,整体性测算给定视角下的垄断势力,分解性测算给定垄断势力下的垄断结构,寡头性测算给定垄断结构下的寡头结构,流动性测算给定垄断势力与结构下的进入壁垒。对百度搜索平台进行实测发现:单纯份额类的集中度指标如基尼系数更能反映互联网平台电商企业的垄断势力;平台内电商垄断势力强劲,基尼系数为0.9以上;形成该垄断势力的垄断结构主要由医疗健康、教育培训、招商加盟、商务服务类的电商组成;该垄断结构已极化为寡占与追赶二元结构;该垄断势力与结构的固化致使进入壁垒森严。经实证检验,该集中度测算体系“市场界定→垄断势力→垄断结构→进入壁垒”是在现有体系“市场界定→垄断势力→进入壁垒”基础上的边际进步,且实证结果对“互联网+”行动计划具有一定的指导作用。
In order to make up for the lack of monopoly research on the e-commerce platform of Internet platform, this paper puts forward the progressive theory and model of monopoly power and structure of e-commerce platform on Internet platform. Concentrating degree of perspective calculation is used to define monopoly subject and dimension, Monolithic power under a given perspective, monopolistic structure under a given monopoly power, decomposing monopolistic structure under a given monopoly power, oligopoly structure under a given monopoly structure, liquidity under a given monopoly power and entering barriers under the structure. The Baidu search platform for the actual measured found that: the share of a purely categorical index such as the Gini coefficient can better reflect the monopoly power of Internet platform e-commerce enterprises; e-commerce monopoly power in the platform is strong, the Gini coefficient of 0.9 or more; the monopoly of the monopoly power The structure consists mainly of e-commerce providers such as health care, education and training, investment promotion and business services; the monopolistic structure has been polarized into oligarchy and catching up with the dualistic structure; and the solidification of the monopoly forces and structures has led to the entry of barriers. Empirically tested, the concentration measurement system “market definition monopoly power monopoly structure entry barrier ” is the marginal improvement based on the existing system “market definition monopoly power entry barriers ” and the empirical results On the “Internet + ” plan of action has a guiding role.