网络服务运营商与在线视频平台竞合策略研究

Research on Competition and Cooperation Strategies of InternetService Providers and Online Video Platforms

由于网络服务运营商相继推出在线视频服务,运营商和在线视频平台之间同时存在网络服务供求关系和在线内容竞争关系。在此背景下,本文通过建立博弈模型研究网络服务运营商和视频平台在竞争关系下如何进行视频服务定价。研究发现:随着带宽对在线视频消费者单位价值的提升,网络服务运营商需要降低其视频内容服务价格,并且可能存在为追求利益而损害消费者剩余的行为,政府应加强对此类现象的监管;与此同时,在线视频平台需要提高视频服务定价,并关注经营中单位带宽价格对利润的影响,积极采取措施降低带宽成本、提高产品差异化;当视频平台内容服务的负网络外部性增强时,运营商和视频平台都应该提高视频内容服务的定价,此时消费者剩余也不断下降。研究结论可以为网络服务运营商和在线视频平台的定价策略与战略选择提供决策指导和管理启示,并从消费者剩余的角度为政府治理在线视频服务市场提供理论支持。

This paper establishes a game-theoretic model to characterize the relationships between internet service providers(ISPs)and online video platforms.It aims to address the following questions:how should the two parties rationally set the price of video content services?How will market factors such as negative network externalities and network service price impact the profits and consumer surplus of both platforms?By analyzing the optimal solutions,we discuss the pricing strategies for ISPs and online video platforms,exploring the impact of various market factors on optimal prices,market shares,profits,and consumer surplus.A series of conclusions are summarized in this paper to provide management insights for the operation of both enterprises.In addition,we also provide theoretical support for government’s governance from the perspective of consumer surplus.The key findings of this research include:(1)The optimal prices for content services of the ISP and online video platform will increase as the negative network externality effect or product differentiation becomes stronger.(2)As the unit value of bandwidth to consumers increases,consumers will switch from the ISP’s content service to the online video platform,with the profits gained by the ISP first declining and then rising,and that of the online video platform improving.(3)The increase in the unit price for network service provided by the ISP to the online video platform affects the market share of the two enterprises in the content service market,leading to a continuous increase in the ISP’s profit and a gradual decline in the online video platform’s profit.(4)Our finding reveals how consumer surplus is interactively influenced by the decisions of both the ISP and online video platform,increasing with the increase in the value of unit bandwidth to consumers and decreasing with the increase in negative network externalities on the online video platform.This study also provides several management insights for the business practices of ISPs and online video platforms,including:(1)As the unit value of bandwidth to consumers increases,ISPs should reduce the price for video services,while online video platforms should raise the price of their services to achieve higher profits.(2)The intensity of negative network externalities in the video service market affects the optimal pricing strategies for both enterprises.The stronger the negative network externalities on online video platforms,the higher the prices of video services should be for both ISPs and online video platforms.(3)Online video platforms need to take proactive measures to reduce bandwidth costs in video service operations,as the cost per unit of bandwidth significantly impacts their profitability.(4)In the online video service market,both ISPs and online video platforms should pay attention to the differentiation level of their products.By implementing reasonable and effective differentiation strategies and adopting flexible pricing strategies based on the added value of products and market demand,enterprises can enhance their profits.Additionally,the paper provides theoretical support for government’s governance of online video service market from the perspective of consumer surplus.It is revealed that the ISPs and online video platforms may engage in collusions that harm consumer surplus in pursuit of their own interests,and the government should strengthen regulation for such phenomena.