基于多边市场视角的媒体内容定价与外包行为研究

发布时间：2018-04-18 04:32

本文选题：多边市场 + 媒体市场　；参考：《暨南大学》2014年硕士论文

【摘要】：在“内容为王”的时代，，媒体内容商在整个传媒产业中占据着不可替代的位置，随着传媒产业分工的日渐细化，内容生产外包已是司空见惯，政府的激励政策更是助推了外包模式的发展。本文在双边市场模型的基础之上，引入内生化的内容商，构建媒体多边市场模型，研究了媒体内容自制与外包两种情况下媒体平台的价格行为，特别是内容定价行为，进而本文分析了影响媒体内容外包决策行为的各种因素。在政府规制研究方面，本文论证了具有横向差异化的媒体市场存在着“市场失灵”，并对相应的政府规制行为进行分析。本文的主要结论如下：首先，基于“双边市场”模型，引入内生化的内容商，构建媒体“多边市场”模型。运用模型分析垄断和竞争市场情况下媒体的价格行为与差异化行为。研究发现，具有较高消费者“转移成本”的媒体更有能力压低媒体内容的价格水平。其次，在媒体“多边市场”模型的基础上，分析了媒体内容自制和外包两种情形下平台的利润。研究发现，消费者特征影响媒体的利润，进而改变媒体的市场行为，导致媒体偏好于推广“内容”而非传播“广告”。再次，媒体内容外包决策受到间接网络外部性、横向差异化水平、消费者特征、广告厌恶型消费者比重等因素的影响。特别是，媒体间横向差异化水平对内容外包决策具有“双向”影响。最后，媒体内容外包模式下的福利模型表明，具有差异化的媒体市场存在“市场失灵”，需要政府实施“适度管制”的政策以实现福利最优化。但对目前多国政府实行的“配额制度”等外包激励政策提出异议，“一刀切”的外包激励政策可能会适得其反，应采取基于市场类型的差异化内容外包调控政策。
[Abstract]:In the era of "content is king", media content merchants occupy an irreplaceable position in the whole media industry. With the gradual refinement of the division of labor in the media industry, content production outsourcing has become commonplace.The government's incentive policy boosts the development of the outsourcing model.Based on the bilateral market model, this paper constructs a media multilateral market model based on the introduction of endogenous content merchants, and studies the price behavior of media platform, especially the content pricing behavior, under the two situations of media content self-making and outsourcing.Furthermore, this paper analyzes the factors that affect the decision-making of media content outsourcing.In the research of government regulation, this paper demonstrates the existence of "market failure" in the media market with horizontal differentiation, and analyzes the corresponding government regulation behavior.The main conclusions of this paper are as follows:Firstly, based on the "bilateral market" model, the media "multilateral market" model is constructed by introducing the endogenous content merchants.The model is used to analyze the price behavior and differential behavior of media in monopolistic and competitive market.Media with higher consumer transfer costs are better able to drive down the price of media content, the study found.Secondly, on the basis of the media "multilateral market" model, this paper analyzes the platform profit under the two situations of media content self-making and outsourcing.It is found that consumer characteristics affect media profits and thus change media market behavior, resulting in media preference for promoting "content" rather than "advertising".Thirdly, media content outsourcing decision is influenced by indirect network externality, horizontal differentiation level, consumer characteristics, proportion of advertising aversion consumers and so on.In particular, horizontal differentiation between media has a two-way impact on content outsourcing decisions.Finally, the welfare model under the media content outsourcing mode shows that there is "market failure" in the differentiated media market, which requires the government to implement the policy of "moderate regulation" in order to optimize welfare.However, the "quota system" and other outsourcing incentive policies implemented by many governments at present may be counterproductive to the "one-size-fits-all" outsourcing incentive policy, which should be based on the market type of differentiated content outsourcing control policy.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206-F

【参考文献】