不同信息模式下流量赞助服务对电信服务供应链的影响研究  

The impact of data sponsorship service on telecom service supply chain under different information modes

作　　者：周云[1] 蒲雅琦 代宏砚[3] 周伟华[2] ZHOU Yun;PU Yaqi;DAI Hongyan;ZHOU Weihua(School of Management,Zhejiang University of Technology,Hangzhou 310023,China;School of Management,Zhejiang University,Hangzhou 310058,China;Business School,Central University of Finance and Economics,Beijing 100081,China)

机构地区：[1]浙江工业大学管理学院,浙江杭州310023 [2]浙江大学管理学院,浙江杭州310058 [3]中央财经大学商学院,北京100081

出　　处：《管理工程学报》2023年第6期227-241,共15页Journal of Industrial Engineering and Engineering Management

基　　金：浙江省哲学社科规划项目(22NDJC054YB);国家重点研发计划资助项目(2019YFB1404901);国家自然科学基金重大项目(72192823)。

摘　　要：流量赞助服务允许内容提供商为用户消费其内容产生的流量提供赞助。流量赞助服务对电信服务供应链的影响机制,是电信服务领域的重要问题之一。本文考虑电信服务两级供应链,构建以互联网服务提供商为领导者、内容提供商为追随者的Stackelberg博弈模型,探讨流量赞助服务对供应链参与者及其社会福利的影响。研究表明,流量赞助服务有利于供应链的绩效。首先在完全信息情境下,互联网服务提供商的先发优势使其获得超额收益,流量赞助服务降低内容提供商的收益。其次探讨了内容提供商的运营成本为其私有信息的情形,此时上述先发优势被削弱,内容提供商也可能从流量赞助服务获益,互联网服务提供商的收益则可能受损;此外,博弈可能形成两种极端均衡结果:(1)若内容提供商收取的订阅费较高而单位成本较低,流量赞助服务产生帕累托改进;(2)若单位成本较高,流量赞助服务导致序贯囚徒困境。最后比较分析两种信息模式下的影响机制,并为政府进行市场规制提出策略建议。Data sponsorship service refers to an innovative business model in which the Internet service providers(ISPs)allow content providers(CPs)to subsidize their users′data consumption such that their contents do not count toward their users′data caps.However,the data sponsorship service has provoked considerable controversies on whether the service violates the net neutrality rules.The social consensus on the legality of the service has not been reached.Thus,government regulators and industry participants must urgently understand the impact of data sponsorship services on the telecom service market.A few studies paid attention to this issue.However,few have systematically explored the effect of data sponsorship services on all three parties in the market,i.e.,ISP,CP and users,and social welfare.Moreover,this effect is closely related to the information context between ISP and CP.Therefore,how data sponsorship service affects the benefits(utility)of relevant parties and social welfare in the telecom service market must be studied under two information modes(i.e.,complete and incomplete information).Our work focuses on a two-level telecom service supply chain,including ISP and CP as suppliers.We construct a Stackelberg game model with ISP as the leader and CP as the follower.We aim to investigate macroscopically the impact of data sponsorship services on the interaction between the ISP and the CP,the profits(utility)of supply chain participants,and the overall social welfare by considering two information modes,i.e.,complete and incomplete information.We separately explore the decision of ISP and CP with and without launching the data sponsorship service under each information mode.In the sequential game,the ISP first decides the access price of Internet service,whereafter the CP decides the subsidization proportion for users′data consumption.Moreover,we assume that ISP only understands CP′s marginal cost distribution under the incomplete information mode.In equilibrium,the sponsorship of CP generally increases

关 键 词：流量赞助服务 电信服务供应链 STACKELBERG博弈 私有信息 市场规制 

分 类 号：F224.32[经济管理—国民经济] F626