基于双边市场的媒体跨媒介竞争效应分析

An Analysis on Cross-media Competition Effect in Media Based on Two-sided Markets

基于三网融合的现实背景,在双边市场理论框架下,构建了媒体跨媒介竞争博弈模型。模型分析表明:媒体平台进行跨媒介扩张,可以增加自身消费者数量、广告投放数量以及广告费用;媒体平台跨媒介扩张存在一个投资临界,只有当投资成本小于这一临界时,跨媒介扩张才会增加媒体平台的利润;随着广告厌恶型消费者所占比例的增加,两家媒体平台最终的均衡广告收费和利润都会提升,进行跨媒介扩张的媒体平台广告量和消费者数量会减少,而没有进行跨媒介扩张的媒体平台广告量和消费者数量会增加。

Based on the current background of ＂Triple Play＂ and the concept of two-sided markets theory, this essay constructs a media industry cross-media competition model. Model analysis shows that the expansion of cross-media platform would increase the number of consumers, advertisements, and advertising expenses. However, there exists a critical point for cross-media platform expansion investment. The cross-media expansion would increase the profit of media platform only if the investment number is less than the critical point. By the increasing number of advertisement-averse consumer ratio, final equilibrium advertising fees and profits for both media platform will decrease, and the amount of cross-media expansion advertising media platforms and consumers will decrease. Comparatively, the amount of none-cross-media expansion advertisements media platforms and consumers will increase. The conclusion would benefit the cross-media expansion of enterprises and policy-making of the government.