经济学院知识库

回顾互联网企业发展历程，经过20多年的发展，最先享受互联网消费红利的一二线城市市场基本饱和，下沉市场成为互联网企业竞相争夺的蓝海。通过消费端的分析，发现2013年之后，发展资料和享受资料消费占比农村高于城镇，同时我国橄榄型社会建设成效显著，中等收入阶层占比明显扩大，消费的“狄德罗效应”突显，而自从我国互联网进入移动互联网时代，网络经济就与人们的经济生活密切相关了；为了考察我国互联网企业下沉现象背后的原因和下沉之后造成的影响，本文研究借用了2012-2018年互联网上市企业数据和与互联网发展相关的微观数据，首先通过虚拟变量法检验了2015年之后我国消费是否发生显著变化，其次利用两阶段最小二乘法分析了消费变化对互联网企业下沉的影响，以及互联网企业下沉对消费者和互联网企业带来的影响，结果表明：2015年之后，我国消费变化显著，消费升级明显；其次居民消费能力和消费倾向的提高促使互联网企业加速下沉，而且互联网企业下沉发展可以显著促进消费升级和互联网企业全要素生产率提升，预计未来五年，互联网企业下沉速度将快于消费升级速度；最后通过对互联网百强企业数据的分析发现，由于互联网企业的下沉多数是现有互联网企业在中高端市场基本饱和情况下具体业务向下沉市场的拓展，所以互联网企业下沉发展并没有改变互联网行业现有的垄断与竞争并存的市场结构，只是增强了巨头互联网企业的垄断力量，新企业的加入也加剧了行业竞争。经过一系列检验后，结果仍然稳健。所以，在互联网企业下沉过程中，应该继续巩固中高端市场消费者的忠诚度和利用其朋友圈进行口碑宣传，同时利用“示范效应”进行直播带货，积极开拓下沉市场。为了进一步提升消费者的消费能力和消费倾向，必须实现互联网平台的双向互动，积极建设农村电商平台，让下沉市场居民在成为消费者的同时成为生产者，不仅可以提高居民的可支配收入，而且可以增加对互联网平台的认识，加快下沉市场网络化建设。对互联网行业垄断的抑制，需要区分巨头互联网企业之间的纵向垄断和横向垄断，横向垄断体现了数字经济的包容性，所以应该鼓励横向垄断，抑制纵向垄断，为其他中小企业创造公平竞争的市场营商环境。

Looking back at the development history of Internet companies, after more than 20 years of development, the market in first- and second-tier cities that are the first to enjoy the Internet consumption dividend is basically saturated, and the sinking market has become a blue ocean for Internet companies to compete. Through the analysis of the consumer side, it is found that after 2013, the consumption of development materials and enjoyment materials accounted for higher proportions in rural areas than in urban areas. At the same time, China’s olive-type society construction has achieved remarkable results, the proportion of middle-income classes has increased significantly, and the "Diderot effect" of consumption has become prominent. Since China’s Internet entered the mobile Internet era, the network economy has been closely related to people’s economic life; in order to investigate the reasons behind the sinking phenomenon of Internet companies in China and the impact of the sinking, this article borrows the 2012-2018 Internet listing Enterprise data and micro data related to the development of the Internet. Firstly, the dummy variable method is used to test whether China's consumption has changed significantly after 2015. Secondly, the two-stage least square method is used to analyze the impact of consumption changes on the sinking of Internet companies, and Internet companies The impact of the sinking on consumers and Internet companies shows that: after 2015, China’s consumption has changed significantly, and consumption has upgraded significantly; secondly, the increase in residents’ consumption power and propensity to consume has promoted the acceleration of the sinking of Internet companies, and the sinking of Internet companies Development can significantly promote consumption upgrades and increase in the total factor productivity of Internet companies. It is expected that in the next five years, Internet companies will sink faster than consumption upgrades. Finally, through the analysis of the data of the top 100 Internet companies, it is found that the majority of Internet companies are sinking It is the expansion of the specific business of the existing Internet companies that are sinking in the mid-to-high-end market when the mid-to-high-end market is basically saturated. Therefore, the sinking development of Internet companies has not changed the existing market structure of the Internet industry where monopoly and competition coexist, but has only strengthened the giant Internet companies. The monopoly power of China and the entry of new companies have also intensified competition in the industry. After a series of tests, the results are still robust. Therefore, during the sinking process of Internet companies, they should continue to consolidate the loyalty of consumers in the mid-to-high-end market, use their circle of friends for word-of-mouth publicity, use the "demonstration effect" to carry out live broadcasts and actively explore the sinking market. In order to further enhance the consumption power and consumption tendency of consumers, it is necessary to realize the two-way interaction of the Internet platform and actively build the rural e-commerce platform, so that the residents of the sinking market can become consumers while becoming producers, which can not only increase the residents' disposable income , And can increase the understanding of the Internet platform, and accelerate the network construction of the sinking market. To suppress monopoly in the Internet industry, it is necessary to distinguish between vertical monopoly and horizontal monopoly among giant Internet companies. Horizontal monopoly reflects the inclusiveness of the digital economy. Therefore, horizontal monopoly should be encouraged, vertical monopoly should be suppressed, and a fair competition market should be created for other small and medium-sized enterprises Business environment.

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