Abstract Aiming at the anti-competitive effect that may be caused by the exclusive trading behavior of bilateral platforms, this study classifies the exclusive trading behavior according to the exclusive strategic cooperation agreement and the mandatory exclusive trading agreement from the perspective of the negotiation game between platforms and merchants, and explores the preconditions and effects of the exclusive trading behavior. The research found that: The platform does not always provide exclusive strategic cooperation agreement or mandatory exclusive trading agreement. It is a favorable decision for both parties to provide non-exclusive trading agreement under a certain equilibrium condition. The signing of different types of exclusive transaction contracts depends on the difference of negotiation ability between platforms and the difference of exclusive capacity. The signing of exclusive strategic cooperation agreement will not have a negative impact on the market competition, while the signing of mandatory exclusive trade agreement will weaken the market competition among horizontal platforms, restrict the ownership of vertical merchants and reduce the profits of merchants.
LI Xiangchen,LI Kai. Research on the Effect of Bilateral Platform Exclusive Trading Contract from the Perspective of Negotiating Power[J]. Chinese Journal of Management, 2021, 18(10): 1553-.
