文档介绍：上海交通大学
硕士学位论文
双边市场视角下我国网络招聘行业竞争研究
姓名:梁浩
申请学位级别:硕士
专业:产业经济学
指导教师:潘小军
20100101
双边市场视角下我国网络招聘行业的竞争研究

摘要

双边市场理论是进入 21 世纪以后才引起国际经济学界和产业界
广泛重视的前沿理论,交叉网络效应是双边市场的重要特征。网络招
聘的市场结构符合双边市场的定义,目前网络招聘已经成为最为热门
的互联网应用之一。
本文在双边市场理论的框架下,以我国网络招聘市场为研究对
象,主要提出并解决了三个问题:第一,我国网络招聘市场是否已经
显现出双边市场的特征?第二,我国网络招聘市场双边用户的参与程
度取决于哪些因素?第三,新平台模式的出现会对传统的招聘网站产
生什么样的影响?
首先,本文对网络招聘行业的特征进行了思考,列举了对双边用
户参与度的一系列影响因素,并依此构造了实证模型。结果表明,我
国的网络招聘行业具有明显的双边市场特征;相对于进入市场的时间
早晚,尽早的资本投入才是快速抢占市场份额的决定因素;对于后进
入者,只有差异化才能在市场中生存。
其次,本文对近年来迅速发展的非传统网络招聘平台模式进行了
探讨,包括基于模式的搜索引擎和 SNS 招聘平台。结果表明,
传统平台如果不采取合作的应对方式,竞争地位将会受到不利影响。
而模式强大的嵌套多平台效应将使其成为市场中的重要组成
部分。

关键词:双边市场,网络招聘,差异化,Web
RESEARCH PETITION OF ONLINE RECRUITMENT
INDUSTRY IN CHINA UNDER TWO-SIDED MARKET
PERSPECTIVE

ABSTRACT

The front-line two-sided market theory has attracted wide attention
only after 2000; work effect is the important feature of this
theory. Online Recruitment is in line with the definition of two-sided
market, and has e one of the most popular applications.
This paper mainly raised and resolved three problems with Chinese
online recruitment market as research object. First, is the market already
showing the characteristics of a two-sided market? Second, bilateral
involvement of users depends on what factors? Third, as the appearance
of the new-pattern platform, what kind of impacts will the traditional
websites have?
First, this paper lists a range of influencing factors to participation of
bilateral users, and constructs the economic model; the results show that
Chinese online recruitment industry contains obvious characteristics of
two-sided market. Relative to entering the market sooner or later,
investing capital as soon as possible is the key determinants to quickly
grabbing market share. For the ers, only differentiating can
survive the market.
Second, in this paper, the rapid developing non-traditional pattern
platforms are disc