Abstract: This paper particularly examines the impact of different matching rules of transaction-based platform on B2B transactions. Based on the bargaining theory, it respectively depicts the bargaining behavior of traders under four different matching rules. Besides, it analyzes the equilibrium results in different competition models. In addition, comparison analyses are conducted to present the impact of different matching rules in different competition models on B2B transactions. The results indicate that transaction price is dependent on the matching rule of the B2B platform. Moreover, the influence of matching rules on gross merchandise value via the platform is related to the commission rate while the influence of matching rule on profits of both suppliers and buyers depends on the competition mode between buyers on the final consumer market and the substitution degree of final products. Furthermore, the influence of matching rules on transaction price, transaction volume, and profits of buyers and sellers varies in different competition models.

Key words: transaction-based B2Bplatform, matching rule, competition model, bargaining

摘要： 针对交易型B2B平台不同匹配规则对B2B交易的影响展开研究。基于讨价还价理论，分别刻画了B2B平台4种匹配规则下交易双方的讨价还价行为，并深入分析了不同竞争情形下的均衡结果。通过对比，研究平台不同匹配规则在不同竞争情形中对B2B交易的影响。研究表明，B2B平台上的交易价格取决于平台的交易匹配规则；匹配规则对B2B平台上的交易额(GMV)的影响与平台收取的佣金系数息息相关；匹配规则对B2B平台上买卖双方利润的影响因买方的竞争情形及最终产品的替代程度而有所差异。此外，匹配规则对交易价格、交易额和买卖方利润的影响在不同的竞争情形中表现出不同的强度。

关键词: 交易型B2B平台, 匹配规则, 竞争情形, 计价还价