基于双边市场的媒体跨媒介竞争效应分析∗

摘要

Based on the current background of “Triple Play”and the concept of two-sided markets theo-ry,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 advertis-ing 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.%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。