摘要
近年来,伴随着微博、微信等社交平台的发展,一类名为"自媒体"的新媒体形式悄然兴起。不同于此前的传媒商业模式,在"制播分离+广告分成"的模式下,自媒体作为内容供应商,一方面借助相应的媒体平台传播内容,另一方面则直接接受广告投放。本文基于双边市场理论,对自媒体以及相应的媒体平台的竞争与合作策略进行理论分析。研究表明:自媒体对广告价格和内容质量的选择,以及自媒体与媒体平台间的广告分成比例的确定,都会受到广告商与消费者之间的交叉网络外部性,以及消费者之间的直接网络外部性的影响。换言之,在自媒体的商业模式中,消费者不仅直接影响内容质量和广告价格等决策,还会影响到内容供应商与媒体平台间的利益分配。
In recent years, as the development of Micro blog and We-chat, a new media named ＇we media＇ becomes rising in the market. We media have adopted the business model of ＂separation of producing and broadcasting＂ plus ＂advertising revenue sharing＂. This model actually means a change of the media industry, i.e. the core of the industry changed from the media platform to the independent content platform. Based on the perspective of two-sided market, this paper constructs a game model to analyze this new business model. Through the analysis, we find that direct network externalities between consumers, as well as cross network externalities between advertisers and consumers, can influence the choice of advertisement price and context quality of we media. At the same time, both of them can affect the advertising revenue sharing ratio between ＇we media＇ and media platform. In other words, in the business model of ＇we media＇, consumer can influence not only context quality and advertising price directly, but also the profit sharing of context provider and media platform.
出处
《产业经济评论》
2015年第5期56-65,共10页
Review of Industrial Economics
基金
国家自然科学基金青年项目"从创意到产品的影响机理和传导机制研究--基于内容型和过程型创意的分析"(71202057)
国家社科基金重大项目"推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究"(12&ZD024)
国家社科基金重大项目"现代产业体系发展的理论与政策研究"(11&ZD142)
2012年上海市促进文化创意产业发展财政扶持资金课题"上海文化创意服务外包发展研究"(295)
关键词
自媒体
制播分离
广告分成
交叉网络外部性
直接网络外部性
we media
separation of producing and broadcasting
advertising revenue sharing
cross networkexternalities
direct network externalities
