음식 배달 플랫폼의 교차 보조 전략과 플랫폼 흡수 전략의 비교: 우아한형제들과 딜리버리히어로 코리아의 사례를 중심으로

Abstract

A two-sided market is a market in which different groups of users use the platform for the trade or economic interaction of products and services.There are three types of these two-sided platforms: market makers, audience makers, and demand coordinators. Among them, market makers platforms that facilitate transactions in various fields such as telecommunication, networking, human and job services, logistics, delivery, media and retail are drawing attention, and competition between platforms that facilitate transactions of the same product services is also accelerating. In Korea, competition between the Woowa Brothers(BaedaruiMinjok) and the Delivery Hero Korea (Yogiyo, BaedalTong) is fierce in the food delivery service. This study, based on platform business theory, examined and compared the specific aspects of competition strategy of Korea with elegant brothers. As a result, Woowa Brothers promoted interaction between producers and consumers through a ‘platform envelopment’ strategy, which shared a user base and added various ‘complements’. And they tried to maximize the network effect by using the ‘cross-subsidization’ strategy that converts the restaurant, which was the existing money side, to the subsidy side. On the other hand, DeliberyHero Korea promoted interactions between producers and consumers through a ‘platform envelopment’ strategy that combines two platforms (Yogiyo, BaeDaltong) that are ‘weak Substitutes’ to meet the needs of diverse users. And they tried to maximize the network effect by using a ‘cross-subsidization’ strategy by offering discount coupons to consumers, the traditional Subsidy Side. The difference between these two platforms is expected to take many different forms in the future food delivery app market, including winner takes all, coexistence of two platforms, and niche specialization of specific platforms.