發(fā)布時間：2018-04-18 04:32

  本文選題：多邊市場 + 媒體市場��； 參考：《暨南大學(xué)》2014年碩士論文

【摘要】：在“內(nèi)容為王”的時代，，媒體內(nèi)容商在整個傳媒產(chǎn)業(yè)中占據(jù)著不可替代的位置，隨著傳媒產(chǎn)業(yè)分工的日漸細(xì)化，內(nèi)容生產(chǎn)外包已是司空見慣，政府的激勵政策更是助推了外包模式的發(fā)展。本文在雙邊市場模型的基礎(chǔ)之上，引入內(nèi)生化的內(nèi)容商，構(gòu)建媒體多邊市場模型，研究了媒體內(nèi)容自制與外包兩種情況下媒體平臺的價格行為，特別是內(nèi)容定價行為，進而本文分析了影響媒體內(nèi)容外包決策行為的各種因素。在政府規(guī)制研究方面，本文論證了具有橫向差異化的媒體市場存在著“市場失靈”，并對相應(yīng)的政府規(guī)制行為進行分析。本文的主要結(jié)論如下： 首先，基于“雙邊市場”模型，引入內(nèi)生化的內(nèi)容商，構(gòu)建媒體“多邊市場”模型。運用模型分析壟斷和競爭市場情況下媒體的價格行為與差異化行為。研究發(fā)現(xiàn)，具有較高消費者“轉(zhuǎn)移成本”的媒體更有能力壓低媒體內(nèi)容的價格水平。 其次，在媒體“多邊市場”模型的基礎(chǔ)上，分析了媒體內(nèi)容自制和外包兩種情形下平臺的利潤。研究發(fā)現(xiàn)，消費者特征影響媒體的利潤，進而改變媒體的市場行為，導(dǎo)致媒體偏好于推廣“內(nèi)容”而非傳播“廣告”。 再次，媒體內(nèi)容外包決策受到間接網(wǎng)絡(luò)外部性、橫向差異化水平、消費者特征、廣告厭惡型消費者比重等因素的影響。特別是，媒體間橫向差異化水平對內(nèi)容外包決策具有“雙向”影響。 最后，媒體內(nèi)容外包模式下的福利模型表明，具有差異化的媒體市場存在“市場失靈”，需要政府實施“適度管制”的政策以實現(xiàn)福利最優(yōu)化。但對目前多國政府實行的“配額制度”等外包激勵政策提出異議，“一刀切”的外包激勵政策可能會適得其反，應(yīng)采取基于市場類型的差異化內(nèi)容外包調(diào)控政策。
[Abstract]:In the era of "content is king", media content merchants occupy an irreplaceable position in the whole media industry. With the gradual refinement of the division of labor in the media industry, content production outsourcing has become commonplace.The government's incentive policy boosts the development of the outsourcing model.Based on the bilateral market model, this paper constructs a media multilateral market model based on the introduction of endogenous content merchants, and studies the price behavior of media platform, especially the content pricing behavior, under the two situations of media content self-making and outsourcing.Furthermore, this paper analyzes the factors that affect the decision-making of media content outsourcing.In the research of government regulation, this paper demonstrates the existence of "market failure" in the media market with horizontal differentiation, and analyzes the corresponding government regulation behavior.The main conclusions of this paper are as follows:Firstly, based on the "bilateral market" model, the media "multilateral market" model is constructed by introducing the endogenous content merchants.The model is used to analyze the price behavior and differential behavior of media in monopolistic and competitive market.Media with higher consumer transfer costs are better able to drive down the price of media content, the study found.Secondly, on the basis of the media "multilateral market" model, this paper analyzes the platform profit under the two situations of media content self-making and outsourcing.It is found that consumer characteristics affect media profits and thus change media market behavior, resulting in media preference for promoting "content" rather than "advertising".Thirdly, media content outsourcing decision is influenced by indirect network externality, horizontal differentiation level, consumer characteristics, proportion of advertising aversion consumers and so on.In particular, horizontal differentiation between media has a two-way impact on content outsourcing decisions.Finally, the welfare model under the media content outsourcing mode shows that there is "market failure" in the differentiated media market, which requires the government to implement the policy of "moderate regulation" in order to optimize welfare.However, the "quota system" and other outsourcing incentive policies implemented by many governments at present may be counterproductive to the "one-size-fits-all" outsourcing incentive policy, which should be based on the market type of differentiated content outsourcing control policy.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206-F

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