基于双边市场的影院竞争策略研究  

Competitive Strategy of Theaters in Two-sided Markets

作　　者：刘娴[1] 徐飞[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《管理工程学报》2015年第3期100-106,共7页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70972065)

摘　　要：作为连接观众和广告商的媒体平台,影院具有双边市场的特征:观众市场给影院带来票房收入,而广告市场给影院带来广告收入,影院之间的竞争来自于这两个市场的交互影响,这些特征与单边市场有很大差异。本文基于双边市场视角,对大众影院和小众影院这两类典型影院的竞争策略进行研究,并探讨其如何受观众市场和广告市场的影响。研究表明:大众影院与小众影院之间的竞争存在一个均衡点,此时两类影院提供相同数量的广告位,而大众影院的电影票价高于小众影院,大众影院的观众市场份额和总收益均高于小众影院。此外,还分析了电影的差异化程度、广告效果、观众对广告的厌烦程度、不同影院播放广告的替代率、广告商数量等因素对电影票价、影院的广告量、广告价格以及影院收益结构的影响。本文的研究结论为不同类型的影院制定竞争策略提供诸多启示。With the intense competition and diversification of consumer demands, theater market has been segmented gradually. Besides those ＂mass＂ theaters showing commercial films such as Hollywood blockbuster, some ＂minority＂ theaters showing literary films and documentary films are emerging. The change of theater industry structure has significant impact on theaters＇ competition. As a media platform, theaters connect consumer market and advertisement market, and feature as a platform of two-sided markets. Firstly, theaters can both be financed by box office earning from the consumer market and by advertising revenues from the advertisement market. The two connected markets have the cross-network effect. The growing number of audiences can encourage advertisers to increase advertising at theaters. On the other hand, too many advertisements may bore the audiences and disinterest them. In addition, ticket price（or advertising price） of a theater influences the consumer market（or advertisement market）, as well as the market at the other side of the theater platform, thus influencing the total profits. Consequently, theaters compete in two connected markets, which is different from one-sided market. Two-sided markets have attracted researchers＇ growing interest. However, many recent articles related to media firms focus on consumer market and ignore advertisement market. From the perspective of two-sided market, the present paper analyzes the competitive strategies of two typical theaters- ＂mass＂ theaters and ＂minority＂ theaters, and finds how their strategies are influenced by the interactions of consumer market and advertisement market. We model the demand of consumer market, the demand of advertisement market, and the total profit of theaters in a duopoly market. The results indicate that：（I） Because of the cross network effect, theaters adopt competitive strategies to maximize the total profits of two connected markets.（II） In our model, there is equilibrium in competition between the

关 键 词：双边市场 竞争策略 影院 

分 类 号：F062.9[经济管理—政治经济学]