互联网平台垄断与低质量陷阱

坚定不移地走高质量发展道路,已经成为各领域发展的共识。然而,随着互联网平台经济的飞速发展,线上市场中的低质量问题也变得愈加突出,相比线下市场,线上市场同类产品不合格率、不达标率、投诉量更高。文章认为平台垄断是低质量陷阱产生的主要原因,超级互联网平台的价格垄断、流量垄断和渠道垄断行为,一方面形成了对低成本实体经济需求的"扩张效应",即低价垄断迫使实体企业降低产品质量成本;另一方面形成了对高质量产品的"挤出效应",即流量垄断带来的高额流量费用,迫使实体企业将大部分资金用于线上市场产品营销,挤出了质量创新投入和渠道垄断形成的巨大规模效应,迫使实体企业将低质低价产品打造成为爆款,保障线上市场销量优势。为此,政府部门需要加大对互联网平台恶性价格竞争的监管和处罚力度,督促互联网平台降低实体企业经营成本,强化互联网平台对实体企业的质量赋能作用。

Internet Platform Monopoly and Low-quality Traps

Unswervingly taking the path of high-quality development has become the consensus of development in various fields. However, with the rapid development of the Internet platform economy, the problem of low quality in the online market has become more prominent. The low-quality trap is a unique economic phenomenon in China. It is mainly manifested in the high-quality development stage of my country's economy transforming from speed and scale to quality and efficiency. Entity enterprises should have chosen to carry out quality innovation and move towards the high added value led by the global industry. However, the product quality of many entity companies has not improved, but has fallen into the homogenization competition of low quality and low price. Using the national quality supervision spot check data, the comparative test data and consumer complaint data of consumer associations, we can find that compared with the offline market, the online market has a higher rate of unqualified products, non-compliance rates, and complaints. This article believes that monopoly is the main reason for the low-quality trap.Using the data of Internet platform companies and listed companies, we can find that the price monopoly, traffic monopoly and channel monopoly behaviors of super Internet platforms have formed an "expansion effect" on the demand for low-cost real economy on the one hand, that is, low-price monopoly forces entity companies to reduce Product quality cost; on the other hand, a "crowding out effect" on high-quality products is formed, that is, the high traffic cost formed by traffic monopoly, forcing entity companies to use most of the funds for online marketing product marketing, squeezing out quality. The huge scale effect formed by innovation investment and channel monopoly has forced entity companies to turn low-quality and low-priced products into explosive models to ensure sales advantages in the online market. For this reason, government departments need to increase the supervision and punishment of vicious price competition on Internet platforms, urge Internet platforms to reduce the operating costs of physical enterprises, and strengthen the quality empowerment effect of Internet platforms on physical enterprises.