具有负网络外部性的媒体平台双边定价策略  

On the Two-Sided Price Srtategies of the Media Platform with the Negative Network Externalities

作　　者：程贵孙 李银秀[2] 

机构地区：[1]华东师范大学商学院,上海200062 [2]中共陕西省委党校经济管理教研部,陕西西安710061

出　　处：《山西财经大学学报》2009年第4期7-13,共7页Journal of Shanxi University of Finance and Economics

基　　金：教育部人文社会科学青年基金项目"基于双边市场理论的平台型产业运行机制与竞争规制研究"(08JC790036);上海高校选拔培养优秀青年教师科研专项基金项目"双边市场定价机制的理论分析与公共政策研究"

摘　　要：以电视媒体平台为产业背景,考察了广告商单平台接入和多平台接入对电视媒体双边价格结构的影响。研究结果表明,无论是在单平台接入还是在多平台接入的双边市场结构下,电视媒体双边价格竞争的均衡结果均为对称性的均衡价格,即两个媒体有着相同的双边价格结构,并且广告商要支付的广告费大于消费者的节目收视费,体现为广告商对消费者的价格补贴;在多平台接入的双边市场结构下,随着多平台接入的广告商数量的增多,广告商的广告费将增加,而消费者的收视费将降低。With the consumers＇ singlehoming, the paper analyzes the effects on the two - sided price structures of the television platform with the presence of advertisers＇ singlehoming and multihoming. The authors find in the presence of advertisers＇ multihoming, the larger of the number of muhihoming advertisers, the higher are advertising fees, the lower are the access charge of programmer. Finally, the authors compare the advertising fees and the utility, levels of low type advertisers in the both structures of two - sided markets.

关 键 词：双边市场 交叉网络外部性 多平台接入 

分 类 号：F124[经济管理—世界经济]