交叉网络外部性还是单向网络外部性?——传媒业内的双边市场辨析  

Cross-Product Network Externalities or Unilateral Network Externalities: Analysis of Two-Sided-Market in Media Industry

作　　者：张辉锋[1] 

机构地区：[1]中国人民大学新闻学院,北京100872

出　　处：《国际新闻界》2012年第3期67-70,共4页Chinese Journal of Journalism & Communication

基　　金：中国人民大学"985工程"新闻传播研究哲学社会科学创新基地"文化产业研究"项目;中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)"媒介融合背景下的视听传播理论创新研究"项目(项目编号:11XNI013)资助

摘　　要：本论文利用双边市场理论对传媒业进行辨析,以厘清传媒业中是否存在双边市场。辨析主要集中在与双边市场最贴近的两类,一是互联网广告联盟、版权交易基地、内容产品展销会等,一是报刊广电等传媒。结论是前者属于双边市场,后者由于广告主与受众两边市场不存在交叉网络外部性而不是。论文还指出,前者的定价应多借鉴双边市场定价策略的相关内容,而后者对广告主的定价可不考虑对受众的影响。This paper mainly discusses whether media industry has two-sided-market or not. It focuses on two categories which are mostly similar to two-sided-market： one is Internet advertising alliance, copyright exchange base, content products trade fair, etc., the other is the press and broadcasting markets. It finds that the former belongs to two-sided-market while the latter does not since there is no cross-product network externalities between advertiser and audience. It also argues that the former should refer to the pricing strategy of two-sided-market and there is no need for the latter to take care of the influence of the pricing strategy on audiences.

关 键 词：双边市场 传媒业 交叉网络外部性 

分 类 号：G206-F[文化科学—传播学]