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交易平台指南 V1.5
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交易平台指南 V1.5
Cai Yuzhen
前言
我们阅读过的许多「文章」「文档」「书籍」,都只是点状的信息。如果没有进行关联,发现其背后的结构,便无法成为知识,更遑论掌握后运用在日常的实践。
虽然参与丁香医生(丁香互联网医院)的建设已经三年有余,但抽象来看其业务本质依旧属于「MarketPlace」,但自己对其本质研究粗浅,故专门以「MarketPlace」为专题研究,尝试一种新的学习方法:将诸多观点放置在自己所理解的框架下,加上个人实践所得,不断更新认知。这个过程需要大量的归纳和主观甄选,由于能力有限不能保证理解正确,故将引用的资料素材都放在最后供诸位自行学习及勘误。
定义
在中文的语境下,Marketplace 也可以翻译为「集市」,是指定期聚集进行的商品交易活动形式。集市起源于史前时期人们的聚集交易,以后常出现在宗教节庆、纪念集会上和圣地,并常附带民间娱乐活动。
在英文的语境中,Marketplace 是这么定义的:
一个在线的市集,是一种电子商务网站,它将那些希望提供产品或服务的人(卖家)与那些希望购买该产品或服务的人连接起来(买方)。这些买家和卖家之前可能很难找到对方,因此,市场在一个原本效率低下的市场中创造了效率。
传统的市集受到时间空间的限制,规模总是有限的。而有了互联网之后,这种古老的模式焕发了新的光彩。在传统以原子商品为主的销售中,渠道和产品是分开的,比如我们能看到国美和海尔的合作,联合利华和联华承包了我们的生活。但是互联网产品因为其可编程更新的特点,就能做到从产品变成渠道,最终变为平台,想想曾经的360安全卫士是如何绞杀了卡巴斯基甚至是杀毒软件这个行业的。
整体来看,Marketplace 给现有渠道类模式生意带来的改变来看
将资产与价值分离。设备等资产的所有权应与价值分离。例如,你不必购买一辆汽车来作为每天代步的工具,而可以随时叫一辆滴滴专车来送你上班。
重新分配,有了新型的中间人。例如,音乐行业的高管们过去主要依靠经纪人来寻找新的人才。现在,他们一样会在YouTube上寻找好的歌手,就像我们去Github寻找开发,去Dribbble上寻找设计师一样。
市场聚合,将分散的市场聚合成为集中化的市场。例如,阿里巴巴为全世界的批发商打造了一个单一的平台。
从股票市值上来看,目前比较成功的企业,大多数都带有平台的属性。而之所以大家都希望能做成平台,是因为这样既可以满足「垄断」,又可以满足最好的商业模式 —— 「税收」
需要说明的是,许多人会混淆 MarketPlace 和 Platform 的区别,因为限于翻译的原因大家都会混淆在一起。Platform 作为商业模式时,是指利用科技手段连接不同的人、连接不同的组织、资源来完成交换,比如微信是一个平台(Platform),而淘宝是一个交易平台(MarketPlace)。从这个例子可以看出, MaketPlace 是 Platform 的一种,更加强调的是有固定的买方和卖方,而 Marketplace 本身不参与货物的生产和供给。
所以本文讨论的「交易平台」全部是指「marketplace」
核心价值:降低交易成本,促进交易
交易成本是获得准确市场信息所需要的费用,以及谈判和经常性契约的费用。也就是说,交易成本由信息搜寻成本、谈判成本、缔约成本、监督履约情况的成本、可能发生的处理违约行为的成本所构成。
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https://wiki.mbalib.com/wiki/交易成本
购前:匹配成本
/p
主要受到产品的异质性、供需即时性和供需稠密度影响。
种类越多(58同城上的二手),即时性要求越高(滴滴打车),供需越稀疏(房屋装修),其匹配难度就会越大,交易成本越高。
购中:谈判缔约成本
定价成本。即如何给交易对象制定合理价格所需要花费的时间。其实并非每个人都会定价,我们就遇到有些医生职级很高但是定价低于市场价,造成订单爆棚服务质量降低;也遇到过自信爆棚定价过高无人问津。但整体来说,对于供给方来说,定价的确定生死,需要花很多精力去设计,这些设计的过程,即是定价成本。
议价成本。当没有固定价格的时候,买卖双方只能慢慢讨论,这个花费的成本(比如时间)即为议价成本。越是信息不对称,议价成本越高。当时在百姓网二手车分类流量很大但是没法往下深挖,就是因为二手车信息差太多了,到处是暗坑,买卖双方像拉锯战一样不停地沟通确认,真正想要达成交易摩擦巨大。
购后:执行履约成本
缔约后保护交易顺利实施的成本即为执行履约成本。比如在贝壳看中一个房子后,中介除了需要提供买卖双方信息外,还要陪伴双方走完整个交易流程,这其中的成本便是执行率约成本;又比如在丁香医生上,为了保证医生给患者的回复都是符合临床要求,避免误诊。所以我们单独有一个审核团队和专家抽查团队来匿名审核每条回复。这其中产生的成本便是我们的履约成本。
正外部性
负外部性
分类
分类是看待世界的方式,这里对「交易平台」进行了初步的分类。
从横轴来看,交付从标准商品变成非标的服务
从纵轴来看,交付从比特变成了原子
如何界定商品和服务市场?
当我们说商品交易的时候,用户最终会获得的是一个实体,不包含任何其他东西,比如买到了一瓶水、一包纸巾。而当我们说服务交易的时候,用户最终拿到的是一个结果,比如按摩,听课。
前言
定义
核心价值:降低交易成本,促进交易
Messages
Events
购前:匹配成本
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