基于双边市场理论的内容提供模式研究
首发时间:2010-10-27
摘要:本文建立一个双边市场模型来研究垄断平台(电信运营商)与内容提供商间对合作业务的定价与收益分配问题。我们证明了内容提供商对消费者带来的边际效用与平台用户对内容提供商的广告收入的边际贡献共同决定了垄断平台利润最优化时信息费收入比例的高低,两者的增加均可提高均衡时的分成比例。随着垄断平台用户数的不断增加,平台对内容提供商广告的贡献逐步增大,内容提供商将逐步降低信息费定价,吸引更多用户访问内容,获取更多广告收入;随着内容提供商对内容的创新投入的增加,内容提供商对高质量内容的定价将逐步提高。
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Research on Content Provider Model Based on the Theory of Two-sided Markets
Abstract:In this paper, we analyze the price and cooperation revenue sharing issues between platforms (Telecom operators) and content providers based on the theory of two-sided markets. It proved that a content provider values an additional consumer and a consumer values an additional content provider decide the shared revenue rate of information fees in equilibrium. The increasing of the both can increase rate of shared revenue in equilibrium. The content pricing of the content provider is decreasing functions of a consumer values an additional content provider and is increasing functions of a content provider values an additional consumer in equilibrium. That is, along with the increasing number of monopoly platform users, the advertisement contribution of platform to the content providers is gradually increasing, the content providers will decrease the content pricing to attract more users and obtain more advertisement revenues.
Keywords: Managerial Economics Two-sided markets content provider platform
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No.4389052547299128****
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