基于行为互动视角的内容商在线视频平台接入策略研究

The Online Video Platform Access Strategy of Content Provider Based on Two-sided Markets Theory

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,在"全网独播""多平台上线--平台竞争"以及"多平台上线--平台联盟"三种情形下比较平台的定价水平和广告投入量,提出内容商选择平台接入策略的市场条件。研究结果表明:相比于"全网独播"策略,当消费者有着较高的广告厌恶倾向时,"多平台上线--平台竞争"策略下的平台定价水平更低,广告投放量更多;"多平台上线--平台竞争"和"多平台上线--平台联盟"两种策略可以提高市场总需求,但会导致单个平台利润水平的降低;消费者广告厌恶系数和单位广告价格是影响内容商的平台接入策略的两个主要因素。

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","platform competition"and"platform alliance"access strategy.Finally,we propose the applicable conditions of different platform access strategy.The results show that if consumers in the market have a higher advertising aversion,then prices for online videos will be low under the"platform competition"and"platform alliance"access strategy,while advertisers’advertising input will be low under"single-homing"strategy.Under the"multi-homing"strategy,the total market demand will increase,but the profitability of a single platform will decrease.Content providers who choose the optimal platform access strategy must simultaneously take the effect of the consumer advertising aversion coefficient and the advertising price into consideration.These research conclusions can be used as reference for market agents in the online video industry to make their operation decisions.