引入内容商的媒体平台定价行为——基于“Y”型双边市场结构的视角

Research on Pricing of Media Platform by Introducing Content Providers——From the Perspective of “Y-shaped” Two-sided Market Structure

内容外包已成为媒体产业日益普遍的现象,内容外包的经营模式正在改变媒体市场结构。而现有文献对引入内容商的媒体市场结构及其定价行为仍然缺乏清晰的、系统的解释,为此,需突破传统的线型双边市场结构,拓展和深化媒体产业传统双边市场模型。通过引入一个内生的内容商,建立一个"Y"型双边市场结构的模型,在媒体平台垄断和竞争两类市场结构下,分析独立的内容商对媒体平台定价行为的影响。结果表明,在媒体平台垄断的市场结构下,内容的定价与接入媒体平台的消费者数量正相关,而与内容商数量负相关;在媒体平台竞争的市场结构下,平台自身的差异化程度对其利润的影响呈U型。

Content outsourcing has become a common phenomenon in the media industry,but existing literature on introducing content providers of media market structure and pricing behavior still lacks depth research. By introducing an endogenous content provider,this paper established a 'Y shaped'two- sided market model. Under the market structure of media platform monopoly and competition,we analyze the influence of the independent content providers on the media platform pricing behavior. Results show that under the media platform monopoly market structure,content pricing is positive correlation with the consumers number of access media platform,and negative correlation with the number of content providers; Under the media platform competition market structure,the impact of differentiation degree of platform on its profits present an U-Shaped. In this paper,the model breaks through the traditional linear multi- sided markets structure,which is the expanded and deepen to the traditional media industry the bilateral market model.