基于双边市场理论的卫视频道落地费研究

近年来有线电视向卫视频道收取的落地费日益上涨，日益受到业界关注。本文以双边市场理论为基础在垄断市场情况下，考虑消费者入网费受规制和不受规制的情况，分析了一次性落地费和分成式落地费问题。结果表明消费者入网费受规制或不受规制时，有线电视运营商对卫视频道商收取的总费用在两种落地费方式之间保持不变。但当消费者入网费受到规制时，有线电视运营商将不考虑卫视频道商带给消费者的间接网络外部性和品牌效应，这是导致运营商向卫视频道收取高价落地费的原因之一。

Study of Landing Fee of Satellite TV Channel Based on Two-sided Market Theory

It is concerned gradually that the landing fees of satellite TV channel providers charged by the cable TV operator are increasing. The paper analyzes the problem about the lump-sum landing fees and income-sharing landing fees considering the regulated or unregulated access charge of the customers under monopoly market based on the two-sided market theory. The results show that the total fees charged by the operator are the same between the two types of landing fees when the access charge of customers is regulated or unregulated. Yet, when the access charge of customers is regulated, the operator will ignore the indirect network effect and the brand effect given to the customers by the satellite TV channel providers. This is one of the reasons that the operators charge the great landing fees from the providers.