基于多边市场理论的自媒体平台广告定价与服务投资策略研究  

Study on Advertising Pricing and Service Investment Strategy of We-media Platform in Two-sided Market

作　　者：陈斐然 朱道立[1,2] CHEN Fei-ran;ZHU Dao-li(Antaxi College of Economrics&Management,Shanghai Jjiao Tong University,Shanghai 200030;Sino-US Global logissics Inustitue,Shanghai Jjiao Tong University,Shanghai 200030)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030 [2]上海交通大学中美物流研究院,上海200030

出　　处：《软科学》2020年第10期117-124,共8页Soft Science

基　　金：国家自然科学基金项目(71871140)。

摘　　要：基于多边市场理论构建了消费者、自媒体(内容提供方)以及广告商三边用户的垄断自媒体平台广告定价模型,并考虑投资预算约束下平台分别对各边用户的最优定价策略与服务投资策略,从而分析平台决策者在不同情况的最优投资对象选择策略。研究表明:区别于传统媒体行业,自媒体对消费者的交叉网络外部性系数以及市场规模的增加会提高平台的最优广告价格以及最优利润;平台对各边的服务投资策略是依赖于该边投资成本系数与最大投资水平约束的双阈值决策问题;当各边的投资成本系数相等时,平台对消费者、自媒体和广告商的最优投资对象选择是依赖于自媒体对消费者的交叉网络外部性与服务投资系数以及各边之间网络外部性的三阈值关系的决策问题。This paper analyze the advertising pricing strategy and service investment strategy for we-media platform by developing a three-sided monopoly market model through the choice behavior of content provider(we-media) user,audience and advertiser.The results show that,the market size of the content providers and the cross-side externalities can influence the optimal price and profit of the platform,which is difference in tradition media platform.Also,the optimal price strategy and service investment strategy depend on the cost parameter of investment and investment budget.Besides,the choice of the best investment object depends on the three-threshold relationship between cross-sided externality of we-media to consumers and the service investment parameter and the network externalities between the sides.

关 键 词：双边市场 自媒体平台 定价策略 服务投资 

分 类 号：F224[经济管理—国民经济] F713.8