媒体产业中的平台质量竞争——基于双边市场的理论视角的研究  

Research on Platform Quality Competition in the Media Industry Based on Two-sided Market Theory

作　　者：万兴[1] 

机构地区：[1]南京财经大学产业发展研究院,江苏南京210003

出　　处：《经济管理》2012年第12期19-26,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金面上项目"三网融合与有线电视业的发展与规制"(71173036);国家自然科学基金青年项目"平台质量竞争及平台升级的理论与实证研究"(71103079);江苏省社会科学基金项目"江苏数字电视产业发展研究"(10EYC021)

摘　　要：媒体产业具有典型的双边市场特点,消费者与广告商构成了平台的两边。媒体内容的质量差异对媒体平台商业模式的选择至关重要。本文建立考虑质量因素的双边市场模型,分析了垄断与双寡头竞争情形。研究表明,垄断平台既可以基于较高的内容质量从受众端获利,也可以基于网络外部性依赖广告收入,但折中策略并不可行。对于双寡头平台而言,媒体内容的质量差距与广告端网络外部性互相制衡,对价格与市场份额都具有完全相反的作用。在媒体平台市场中,后入企业可以通过合适的质量选择将在位企业赶出市场。The media industry is a typical two-sided market, where audiences and advertisers are the two sides. There are two typieal faets of the two-sided markets in the media industry. Firstly, the major revenue source of the same category media platform may differ. The feature is rare in other industries, where the make-money side is fixed. Secondly, the first-mover advantage in the media industry is not as remarkable as in other industries that are characterized by network effect. The first-mover advantage often brings entry barriers for a later comer, but the media industry witnesses many eases of successful market entry. How to analyze the difference in major revenue source, the traditional horizontal difference model or one-sided model cannot give reasonable explanation. The qual- ity difference of media contents is critical for a media platform to choose its business model. The paper establishes a two-sided market model including the quality factor to analyze the monopoly and duopoly situation. The paper has two contributions. Firstly, this paper incorporates quality into a two-sided model to analyze the quality choice of a platform on market performance. Secondly, this paper uses the quality-difference model to analyze whether or not there is the first-mover advantage in a two-sided media market and whether or not a latecomer can gain advantage over an incumbent. This paper establishes the two-sided model and makes discussion using the TV channel industry as an example. However, the modeling process and results are not limited to the industry but suitable for many media sectors. The research finds that a monopoly platform can make profits from the audience side with high content quality or depends on advertisement fees based on network externalities, but a strategy of tradeoff is not desirable. With the increase of network externalities between audiences and advertisers, the audience-side and advertiser-side profits both inerease. With the increase of eontent quality, the audience-side profit rises but the advert

关 键 词：媒体平台 双边市场 质量差异 交叉网络外部性 

分 类 号：C93-0[经济管理—管理学]