Abstract: Aiming at a multi-value chain system consisting of multiple manufacturers,multiple high-quality suppliers,multiple ordinary suppliers and a third-party platform,considering the influence of multiple cross-network effects,inter-group and intra-group network effects on the willingness of various users to access the platform,a competitive enterprises' multi-value chain network effects model was established by using system dynamics method.The Vensim software was used to simulate competitive enterprises' inter-group and intra-group network effects,and the impact of inter-group and intra-group network effects on users' scale and the revenues of each participant were further analyzed.Research results showed that the two types of suppliers' inter-group and intra-group network effects were significant in platform's growth stage.The enhancement of one type of suppliers' negative inter-group network effect would reduce another type of suppliers' access number,but might stimulate more manufacturers to access platform.While the enhancement of one type of suppliers' negative intra-group network effect would increase another type of suppliers' access number,but did not necessarily affect manufacturers' access number.Besides,the enhancement of both types of suppliers' inter-group or intra-group network effects would decrease platform's revenues,but might increase manufacturers' revenues.

Key words: third-party platform, network effects, competitive enterprises, multi-value chains, system dynamics

摘要： 针对由多个制造商、多个优质供应商、多个普通供应商和一个第三方平台构成的多价值链系统,考虑系统内多种交叉、组间和组内网络效应影响各类用户接入平台的意愿,构建了基于第三方平台的竞争型企业多价值链网络效应的系统动力学模型,运用Vensim软件仿真模拟竞争型企业的组间和组内网络效应,并分析了竞争型企业组间和组内网络效应变化对用户规模和各参与主体收益的影响。研究表明:两类供应商的组间和组内网络效应在平台发展成长期的影响较为显著,两类供应商负向组间网络效应增强均会降低另一类供应商的接入量,但有可能会刺激更多的制造商接入平台;而两类供应商负向组内网络效应增强均会增加另一类供应商的接入量,却不一定影响制造商的接入;此外,两类供应商组间和组内网络效应增强均会给平台收益带来不利影响,但可能会增加制造商的收益。

关键词: 第三方平台, 网络效应, 竞争型企业, 多价值链, 系统动力学