交易型平台企业规制中的相关市场界定——以网约车平台为例

Market Definition of Transactional Platform in Enterprise Regulation: Taking an Example of Online Ride-hailing

中文关键词:  交易型网络平台  相关市场界定  网约车平台  SSNIP方法  临界弹性法

英文关键词:transactional online platform  market definition  online car-hailing platform  SSNIP method  critical elasticity

中文摘要:

      网络平台交易是典型的双边市场交易。对平台企业横向集中的并购审查,核心工作是界定相关市场。聚焦于交易型平台的典型事实和特征,分析了基于价格变动的假定垄断者(SSNIP)测试的传统方法对双边市场界定的适用性。结果显示,SSNIP方法依然适用于交易型网络平台相关市场的认定。美团和高德等拥有类似用户流量的竞争企业不应划入相关市场。基于网约车平台数据,利用格兰杰因果检验、需求系统估计和临界弹性方法的分析发现,司机端和乘客端活跃用户规模互相影响,双边交叉影响的网络效应在4天后显现,线性和常弹性需求系统估计出的实际需求弹性均小于临界弹性,应当把包含司机端和乘客端的网约专车网络交易平台划为独立的相关市场。鉴于我国互联网平台已经积累了海量数据,反垄断执法机关在相关市场界定中结合定量方法可以提高界定分析的效率和准确性。

英文摘要:

      Online platform transaction is a typical two-sided platform. For horizontal and centralized Merger and Acquisition (M&A) review on platform enterprises, the core work is market definition. Based on typical facts and features of transactional platform, this paper analyzes the suitability of SSNIP for the two-sided market. The results have found that SSNIP is still suitable for transactional platform. Although the competing enterprises such as Meituan and Gaode which have similar users has tried access to the market, we do not suggest them included in the relevant market. Granger test and demand system estimation has indicated that the user number on both sides are affected by each other, and the indirect net effect appears on the fourth day. The actual elasticity estimated by the demand system is smaller than the critical elasticity, thus the online platform for tailored ride-hailing should be an independent relevant market. In view of the huge amount of data accumulated on China's Internet platform, the anti-monopoly law enforcement agencies can improve the efficiency and accuracy of the definition analysis by adding quantitative evidence in the relevant market definition combined with quantitative methods. 