转授权:数字音乐产品版权的一种分销策略  

Sublicensing:A distribution strategy for copyrights of digital music products

作　　者：陈敬贤 梁樑[1] Chen Jingxian;Liang Liang(School of Management,Hefei University of Technology,Hefei 230009,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009

出　　处：《系统工程学报》2023年第5期692-705,共14页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(71771127).

摘　　要：转授权是数字音乐产业实践中新的举措,指的是一个音乐平台在获得版权持有人授权以后将版权进行分销——转授权给其它音乐平台.毋庸置疑,实践转授权策略能获得新的分销版权的收益,但市场需求可能会因为转授权而变小,一是因为需求被其它平台掠夺,二是转授权有可能增大歌曲被盗版的风险.该文突出了平台间的反盗版水平、运营成本和客户支付意愿等差异性的影响,研究了转授权策略是否能占优于传统的独家版权策略.研究表明,如果转授权给反盗版水平较高的平台,转授权策略占优于独家授权策略;如果转授权给反盗版水平较低的平台,转授权策略是否占优于独家版权策略则取决于反盗版水平、运营成本和客户支付意愿差异性的大小.该文还进一步分析了版权持有人和消费者对于授权策略的偏好,研究结果反映出转授权策略也有可能改善版权持有人的利润和消费者的福利.Transfer of license(sublicensing)is a new practice in the digital music industry in China,which refers to a music platform distributes copyrights to other platforms after obtaining authorization from the copyright holder.Sublicensing can offer extra profits to the original licensee.However,there might be a negative impact on profit.One reason is that the demand could be shared by competitive platforms;the other is that the risk of piracy may increase.Focusing on the effects of the differences in anti-piracy levels,operations costs,and customer’s willingness-to-pay,this paper investigates whether the sublicensing strategy can dominate the monopoly licensing strategy.The results demonstrate that if a copyright is transferred to a platform with higher anti-piracy levels,sublicensing is more profitable than the monopoly strategy.However,if a copyright is transferred to a platform with lower anti-piracy levels,whether the sublicensing strategy dominates is jointly dependent on the differences of anti-piracy levels,operations costs,and the customer’s willingness-to-pay.This paper further analyzes the preferences of copyright holders and consumers.The results show that sublicensing may also improve the profits of copyright holders and the welfare of consumers.

关 键 词：版权 转授权 数字音乐平台 竞争 

分 类 号：F273[经济管理—企业管理]