内容平台独占交易效应及反垄断策略  

The Effects of Exclusive Deals on Content Platforms and Antitrust Strategies

作　　者：潘丽君 Pan Lijun(School of Business,Nanjing University,Nanjing,Jiangsu 210093)

机构地区：[1]南京大学商学院,江苏南京210093

出　　处：《开放导报》2024年第4期51-60,共10页China Opening Journal

基　　金：国家自然科学基金项目(71573141);国家社会科学基金重大项目(22&ZD074)。

摘　　要：内容平台通过促进内容创作者、内容消费者和广告赞助商之间的互动,展现出多边市场的特征。内容平台的独占交易不仅会影响到这三个市场中各参与者的福利,还会导致用户行为的变化,并在市场之间产生联动效应,最终影响平台这三个市场的市场结构以及平台之间的竞争格局。此外,独占交易还会改变平台的推荐算法,影响内容质量。独占交易可能损害用户利益并导致市场垄断,也有可能促进平台之间的差异化竞争,扩大用户市场。应当制定更为精细的反垄断政策,通过限制独占期限、限制知名创作者独占交易比例、限制独占内容的曝光量、支持新兴创作者、加强内容治理、提升算法透明度等举措,促进内容平台独占交易的积极效应,抑制其负面影响。Content platforms exhibit the characteristics of multilateral markets by facilitating interactions among content creators,content consumers,and advertising sponsors.Exclusive deals on content platforms not only affect the welfare of each participant in these three markets but also lead to changes in user behavior and generate linkage effects among markets,ultimately influencing the market structure of these three markets on the platforms and the competitive landscape among platforms.Additionally,exclusive deals can alter the recommendation algorithms of platforms,impacting content quality.While exclusive deals may harm user interests and lead to market monopolies,they also have the potential to promote differentiated competition among platforms and expand user markets.To promote the positive effects of exclusive deals on content platforms and curb their negative impacts,more nuanced antitrust policies should be formulated,including measures such as limiting exclusive durations,restricting the proportion of exclusive deals for well-known creators,limiting the exposure of exclusive content,supporting emerging creators,strengthening content governance,and enhancing algorithm transparency.

关 键 词：独占交易 内容平台 反垄断政策 

分 类 号：F724[经济管理—产业经济]