反垄断机制下数字化分析服务对平台竞争策略的影响研究——基于欧盟反垄断监管的案例分析

摘要/Abstract

摘要： 随着平台经济发展，数字化分析服务成为平台竞争中促进头部平台形成并壮大的关键因素，但头部平台也因此面临严峻的反垄断监管挑战。为探寻中国平台企业在海外市场的合规发展模式，本文采用多案例研究法，选取欧盟委员会重点监管的Alphabet、Amazon、字节跳动、Meta 4家互联网平台企业，分析平台在不同发展阶段数字化分析服务影响平台竞争策略的作用机制，并从反垄断的视角出发，探讨监管者在不同阶段应关注的重点问题。研究发现：围绕数字化分析服务在平台中使用的不断深化，平台发展经历了“数据驱动的商业模式创新”“算法驱动的供需匹配创新”“数据聚合算法优化，增强用户吸引力”和“数据共享算法迭代，保持流量稳定”4个阶段；数字化分析服务在不同阶段通过内生网络效应、市场扩张效应等机制影响平台竞争策略；随着平台的动态发展，反垄断监管机构在不同阶段动态调整，监管的出发点应从“限制平台滥用算法以扩张市场规模的行为”转变到“关注平台的功能内容和推荐机制以确保公平竞争”，再转变到“监督平台的价值交换和整体生态系统以维护市场的活力”。

关键词: 数字化分析服务, 平台竞争策略, 反垄断监管

Abstract: With the development of the platform economy, digital analytics services have become a key driver behind the emergence and expansion of leading platforms. However, this also exposes these platforms to increasing antitrust scrutiny. To explore compliance-oriented development strategies for Chinese platform enterprises in overseas markets, this study adopts a multiple case study approach. It examines four major international internet platforms-Alphabet, Amazon, ByteDance, and Meta-each under close antitrust scrutiny by the European Union. The analysis focuses on how digital analytics services shape platform competition strategies across different stages of platform development and discusses the evolving regulatory concerns from an antitrust perspective. The study identifies four developmental stages driven by the deepening integration of digital analytics services: “data-driven business model innovation”, “algorithm-driven supply-demand matching innovation”, “data aggregation and algorithm optimization to enhance user attraction”, and “data sharing and algorithm iteration to maintain traffic stability”. At each stage, digital analytics services influence platform competition strategies through mechanisms such as endogenous network effects and market expansion effects. As platforms evolve, antitrust regulation must adapt accordingly, shifting its focus from “restricting platform abuse of algorithms to expand market scale” to “focusing on platform functionality and recommendation mechanisms to ensuring fair competition,” and ultimately to “monitoring platform value exchange and the overall ecosystem to sustain market vitality”.

Key words: digital analytics services, platform competition strategy, antitrust regulation

刘赫, 张馨睿, 张超, 乔晗. 反垄断机制下数字化分析服务对平台竞争策略的影响研究——基于欧盟反垄断监管的案例分析[J]. 管理评论, 2026, 38(2): 258-273.

Liu He, Zhang Xinrui, Zhang Chao, Qiao Han. Research on the Impact of Digital Analytics Services on Platform Competition Strategy under Antitrust Regime: A Case Study Based on Eu Antitrust Regulation[J]. Management Review, 2026, 38(2): 258-273.

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