视频平台用户生成内容投资和定价决策

User generated content investment and pricing decisions in online video markets

平台管理者需要在考虑双边网络外部性的条件下对两边用户进行定价决策,除此之外.投资策略也愈显重要.文章以视频平台为对象,用博弈模型研究视频平台在两边定价和UGC(用户生成内容)投资策略.上的利益权衡.不同的内容来源具有不同的属性,UGC内容相对于版权视频对广告商的吸引力不同,从而影响平台的投资策略.考虑了3种情况:垄断、广告商多归属的寡头竞争以及广告商单归属的寡头竞争.研究提供了不同情况下视频平台的定价和UGC投资的决策指导,并比较了与传统市场的视角下决策的不同之处.结论显示不同的竞争条件下平台对于用户定价和UGC内容的投资策略如何受到UGC内容的特性以及平台间差异性的影响.

Platform managers should consider the effects of two-sided network externalities when make pricing decisions for users on both sides. Besides,investment strategies are also essential to platforms. Focusing on the online video platforms,a game model is developed to investigate the trade-off between the strategies of twosided pricing and the investment of UGC( user-generated content). Different video contents exhibit different attributes. The UGC attracts advertisers differently compared with the copyright contents,as affects the investment strategy of the platform. The platforms’ joint-decision on pricing and UGC investment is studied. Three scenarios are considered: monopoly,duopoly with multi-homing advertisers,and duopoly with single-homing advertisers. Optimal decisions on two-sided pricing and UGC investment for each scenario are given,and are compared with those of traditional markets to explore the differences in terms of the decision-making. The results show how the platforms’ investment and pricing strategies are affected by the characteristics of UGC and by the differentiation between competing platforms.