| 基于双边市场的媒体跨媒介竞争效应分析 |
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| 引用本文：石莉萍.基于双边市场的媒体跨媒介竞争效应分析[J].湖南大学学报社会科学版,2015,(5):85-90 |
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| 中文摘要:基于三网融合的现实背景，在双边市场理论框架下，构建了媒体跨媒介竞争博弈模型。模型分析表明：媒体平台进行跨媒介扩张，可以增加自身消费者数量、广告投放数量以及广告费用；媒体平台跨媒介扩张存在一个投资临界，只有当投资成本小于这一临界时，跨媒介扩张才会增加媒体平台的利润；随着广告厌恶型消费者所占比例的增加，两家媒体平台最终的均衡广告收费和利润都会提升，进行跨媒介扩张的媒体平台广告量和消费者数量会减少，而没有进行跨媒介扩张的媒体平台广告量和消费者数量会增加。 |
| 中文关键词:双边市场 媒体竞争 跨媒介 三网融合 |
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| An Analysis on Cross-media Competition Effect in Media Based on Two-sided Markets |
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| Abstract:Based on the current background of “Triple Play” and the concept of two-sided markets theory, this essay constructs a media industry cross-media competition model. Model analysis shows that the expansion of cross-media platform would increase the number of consumers, advertisements, and advertising expenses. However, there exists a critical point for cross-media platform expansion investment. The cross-media expansion would increase the profit of media platform only if the investment number is less than the critical point. By the increasing number of advertisement-averse consumer ratio, final equilibrium advertising fees and profits for both media platform will decrease, and the amount of cross-media expansion advertising media platforms and consumers will decrease. Comparatively, the amount of none-cross-media expansion advertisements media platforms and consumers will increase. The conclusion would benefit the cross-media expansion of enterprises and policy-making of the government. |
| keywords:two-sided markets media competition cross-media Triple Play |
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