新兴视频业务运营中平台与内容提供商的定价及利益分配研究

基于双边市场理论建立了一个三阶段价格博弈模型,讨论新兴视频业务运营中平台与内容提供商的定价与合作收益分配问题。模型对双边市场理论中相对单一的定价机制进行了创新,增加了内容提供商对信息内容的定价、平台与内容提供商就信息服务费的收入分成比例,这样的讨论更加符合新兴视频业务实际运营现状。基于模型得出,视频内容为主的新兴视频业务运营的关键仍是规模化运营、用经营媒体而非电信增值业务的思路经营新兴视频等七条核心结论,对新兴视频业务运营和政府政策的制定具有重要指导意义。

Analysis of Pricing and Revenue Sharing on Platforms and Content Providers of Emerging Video Services

This paper analyzes the pricing and cooperation revenue sharing issues between platforms and content providers through developing a three-stage price game model based on the theory of two-sided markets.In the model,the past single pricing mechanism is improved by adding content pricing from the content providers and shared revenue rate of information fees,which matches more the practical situation of IPTV business model,especially under the background of the tri-networks integration in China.The study shows...