摘要
随着互联网普及率提高,在线视频平台数量快速增长,平台之间的竞争也变得更加激烈。平台用户接入策略的变化是影响双边市场运营效率的关键因素。针对具有典型双边市场特征的在线视频行业,构建平台、内容商和广告商之间的行为博弈模型,对比分析内容商选择"全网独播"和"多平台上线"接入策略时的平台定价水平和广告投入量,最终提出不同平台接入策略的市场条件。研究发现:相比于"全网独播"策略,如果消费者有着较高的广告厌恶倾向,那么"多平台上线"策略下的观看价格更低,而广告投放量更多;"多平台上线"策略能够提高市场总需求,当平台差异性较小时,会降低单个平台的利润水平;消费者广告厌恶系数、单位广告价格、平台的差异性将共同影响内容商的平台接入策略。在线视频行业中各参与主体的运作决策受不同市场因素的影响,内容商应充分考虑现实的市场条件来选择最优接入策略。
With the increasing of Internet penetration rate,the number of online video platform is in the rapid growth. Therefore the competition between the platforms is becoming more intense. The users＇ access strategy to platforms is the key factor which will affects the efficiency of two-sided market operations. Considering the online video industry with typical two-sided market characteristics,we firstly construct the behavioral game model between the market agents（ platforms,content providers and advertisers）. Secondly,the paper analyzes the platform pricing and advertisers＇ advertising input when the content providers choose ＂Single-homing＂and ＂Multi-homing＂access strategy. Finally,we deduce the applicable conditions of different platform access strategy. The results show that if the consumers in the market have a higher advertising aversion,then the price to watch online video will be lower under the ＂Multi-homing＂strategy,while advertisers＇ advertising input will be lower with ＂Single-homing＂strategy. Under the ＂Multi-homing＂strategy,the total market demand increases,but the profitability of a single platform will be reduced when few differences exist between platforms. For choosing the optimal platform access strategy,content providers must consider the effect of the consumer advertising aversion,the advertising price and the differences between platforms. These conclusions can help make wiser operation decisions for the market participators in the online video industry.As the operations of the market agents in the online video industry are influenced by different market situations,the content providers should take full account of the realistic market conditions to select the optimal access strategy.
出处
《产经评论》
CSSCI
北大核心
2017年第5期42-54,共13页
Industrial Economic Review
基金
国家自然科学基金面上项目"考虑农户行为偏好的农产品供应链协调机制设计研究"(项目编号:71371086
项目负责人:浦徐进)
江苏省第五期"333工程"培养资金资助项目(项目编号:BRA2016412
项目负责人:浦徐进)
第十四批"六大人才高峰"高层次人才项目"基于社会网络的供应链管理模式创新研究"(项目编号:JY-012
项目负责人:浦徐进)
关键词
在线视频行业
内容商
广告商
平台接入策略
行为互动
online video industry
content provider
platform access strategy
interactive behavior
