中文摘要：

为了提高平台企业的市场绩效,讨论了两种市场结构下的新平台产品正式发布策略（F发布策略）和非正式发布策略（I发布策略）问题。分别构建了垄断和寡头竞争的平台企业竞争模型,通过比较分析发现：首先,在垄断情形下,无论平台企业采取何种策略,平台企业利润均随交叉网络外部性强度的增大而增加;此时F发布策略为垄断平台企业的优势策略。其次,在寡头竞争情形下,无论两平台企业分别采取何种策略,平台企业利润均随新平台产品服务水平的提升而增加;此时I发布策略为寡头平台企业的优势策略。

英文摘要：

In order to improve market performance of platforms, the paper discusses formal （F） and informal （I） preannouncement strategy on new platform. The monopoly and oligopoly platforms competition models based on two-sided market are constructed. The result shows that, firstly, while strategy F appears as platforms＇ dominant strategy under monopoly, platforms＇ profit will increase with two-sided cross-network externality for both of strategies. Then, while strategy I is regarded as platforms＇ dominant strategy under oligopoly, platforms＇ profit will increase with new platform service in every strategy.