온라인플랫폼 시장지배력 분석의 보완방안 모색: 교차보조 전략 분석을 중심으로

초록

Errors may occur when applying the existing market dominance analysis framework based on market share to the online platform. The leading cause is that indirect network externalities exist on online platforms which bear properties of a two-sided market, and they function at the core of the market power. Therefore, some have been raising the opinion that the judgment factors unique to the two-sided market should be comprehensively reflected in addition to market share in regards to the online platform market dominance method of analysis. Based on this perspective, this study analyzes whether the cross-subsidization strategy analysis for identifying the process of securing indirect market externalities can become a complementary measure for market dominance analysis. In this study, the top three food delivery apps (Baedal Minjok, Yogiyo, and Coupang Eats) were selected as the subjects of analysis. Using the categorization of cross-subsidization strategy as the analysis framework, the process of securing indirect network externalities of the delivery apps was identified through cross-subsidization strategy analysis at each phase of the product life cycle model. The results of the cross-subsidization strategy analysis indicated that after securing direct network externalities with consumers and launching businesses using a loss leader strategy in the introduction stage, delivery apps further secure indirect network externalities using a freemium strategy in the growth stage. During this process, unfair practices, expansion of the platform business field, and the like were performed in order to make the competitive landscape more favorable. This study suggests cross-subsidization strategy analysis as a complementary measure of market dominance analysis. If the process of securing indirect network externalities of online platforms can be monitored through cross- subsidization strategy analysis, then identifying how fairly and impartially online platforms secure them becomes feasible. Complementing cross- subsidization strategy analysis that focuses on the competitive process with existing competitive outcome-oriented market dominance analysis contributes to the rational regulation of online platforms.

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