【摘要】：網(wǎng)絡(luò)視頻媒體平臺(tái)企業(yè)在國(guó)內(nèi)的發(fā)展已有十余年之久。十余年來(lái),企業(yè)的收入嚴(yán)重依賴(lài)于廣告收入。目前,國(guó)內(nèi)版權(quán)法律制度的健全、網(wǎng)銀與支付寶等支付工具的出現(xiàn)為平臺(tái)企業(yè)探索新型商業(yè)模式提供了良好的外部環(huán)境基礎(chǔ)。近兩年來(lái)雖然網(wǎng)絡(luò)視頻媒體平臺(tái)企業(yè)致力于推動(dòng)用戶(hù)付費(fèi)的商業(yè)模式、深度挖掘用戶(hù)價(jià)值,以期改變其對(duì)廣告收入嚴(yán)重依賴(lài)的窘境。然而用戶(hù)付費(fèi)的商業(yè)模式才剛剛起步,用戶(hù)價(jià)值的挖掘也有待提升。用戶(hù)付費(fèi)發(fā)展成為成熟穩(wěn)定的商業(yè)模式還需一段長(zhǎng)期的過(guò)程,所以平臺(tái)企業(yè)對(duì)用戶(hù)付費(fèi)的商業(yè)模式還處于不斷的探索之中。平臺(tái)企業(yè)對(duì)商業(yè)模式的探索歸根結(jié)底是對(duì)盈利模式的探索,因此,就不得不研究平臺(tái)企業(yè)的定價(jià)策略。然而,目前學(xué)術(shù)界對(duì)網(wǎng)絡(luò)視頻媒體平臺(tái)的研究大多在于版權(quán)爭(zhēng)端問(wèn)題以及流媒體技術(shù)這兩個(gè)方面。因此,對(duì)平臺(tái)企業(yè)定價(jià)策略的研究就成為一個(gè)亟需解決的問(wèn)題。從理論意義上來(lái)講,本文利用雙邊市場(chǎng)理論研究網(wǎng)絡(luò)視頻媒體平臺(tái)的定價(jià)機(jī)理,揭示了網(wǎng)絡(luò)視頻媒體平臺(tái)企業(yè)定價(jià)策略選擇的理論依據(jù)。從現(xiàn)實(shí)意義上來(lái)講,通過(guò)對(duì)網(wǎng)絡(luò)視頻媒體平臺(tái)定價(jià)機(jī)理的揭示,不但為平臺(tái)企業(yè)定價(jià)策略的選擇提出了合理的建議,而且為網(wǎng)絡(luò)視頻媒體平臺(tái)企業(yè)未來(lái)的發(fā)展指明了方向。針對(duì)網(wǎng)絡(luò)視頻媒體平臺(tái)定價(jià)機(jī)理和定價(jià)策略這一問(wèn)題,本文主要從以下三個(gè)方面進(jìn)行研究:第一,對(duì)網(wǎng)絡(luò)視頻媒體市場(chǎng)進(jìn)行總體概述,全面了解研究對(duì)象的相關(guān)概念及定義。并對(duì)網(wǎng)絡(luò)視頻媒體平臺(tái)的發(fā)展歷程與現(xiàn)狀、盈利模式以及性質(zhì)等方面進(jìn)行分析。這些分析有助于全面了解網(wǎng)絡(luò)視頻媒體平臺(tái)的特征及性質(zhì)。分析發(fā)現(xiàn)網(wǎng)絡(luò)視頻媒體平臺(tái)實(shí)質(zhì)上是雙邊市場(chǎng)。其長(zhǎng)期依賴(lài)于廣告收入的定價(jià)策略也正是雙邊市場(chǎng)傾斜式定價(jià)這個(gè)主要特征引起的。這一系列的分析使得下文引入雙邊市場(chǎng)理論對(duì)平臺(tái)進(jìn)行分析成為可能,為下文的研究奠定了基礎(chǔ)。第二,基于豪泰林線性城市空間模型分別構(gòu)建了壟斷市場(chǎng)結(jié)構(gòu)與雙寡頭市場(chǎng)結(jié)構(gòu)下的廣告單方付費(fèi)與用戶(hù)單方付費(fèi)的定價(jià)模型。通過(guò)一系列的數(shù)理推導(dǎo)分析發(fā)現(xiàn):在壟斷市場(chǎng)結(jié)構(gòu)下,用戶(hù)付費(fèi)定價(jià)僅與平臺(tái)企業(yè)提供視頻內(nèi)容的質(zhì)量相關(guān),而且平臺(tái)視頻內(nèi)容的質(zhì)量只會(huì)保持在一個(gè)較低的水平。在雙寡頭市場(chǎng)結(jié)構(gòu)下,用戶(hù)付費(fèi)要經(jīng)歷兩個(gè)過(guò)程,其一,平臺(tái)間內(nèi)容差異化程度較小時(shí),平臺(tái)企業(yè)致力于提高平臺(tái)間內(nèi)容差異化程度,對(duì)用戶(hù)的定價(jià)隨平臺(tái)間內(nèi)容差異化程度的提高而提高,并且兩家平臺(tái)企業(yè)定價(jià)相同。其二,平臺(tái)間內(nèi)容差異化程度較大時(shí),平臺(tái)企業(yè)致力于提高平臺(tái)視頻內(nèi)容的質(zhì)量,對(duì)用戶(hù)的定價(jià)隨平臺(tái)企業(yè)提供的視頻內(nèi)容質(zhì)量的提高而提高;廣告付費(fèi)的定價(jià)策略無(wú)論是在壟斷市場(chǎng)結(jié)構(gòu)還是雙寡頭市場(chǎng)結(jié)構(gòu)下都與用戶(hù)對(duì)廣告商的交叉網(wǎng)絡(luò)外部性相關(guān),并且兩家平臺(tái)企業(yè)定價(jià)相同。雙寡頭市場(chǎng)結(jié)構(gòu)下,廣告付費(fèi)也要經(jīng)歷兩個(gè)過(guò)程,其一,厭惡型廣告的比例較大時(shí),平臺(tái)企業(yè)致力于降低厭惡型廣告比例。其二,厭惡型廣告比例降低到一定程度后,平臺(tái)便不再追求降低厭惡型廣告比例。第三,關(guān)于網(wǎng)絡(luò)視頻媒體平臺(tái)定價(jià)策略的案例分析。案例分析部分首先以愛(ài)奇藝為中心構(gòu)建了網(wǎng)絡(luò)視頻市場(chǎng)的生態(tài)系統(tǒng),從整個(gè)生態(tài)系統(tǒng)角度來(lái)俯瞰網(wǎng)絡(luò)視頻媒體平臺(tái)。生態(tài)系統(tǒng)的構(gòu)建可使平臺(tái)企業(yè)與相關(guān)企業(yè)間的關(guān)系更加清晰,為精確地把握視頻媒體平臺(tái)在產(chǎn)業(yè)鏈間的地位奠定了基礎(chǔ),也為分析企業(yè)在未來(lái)的發(fā)展方向提供了依據(jù)。其次,通過(guò)對(duì)愛(ài)奇藝、騰訊視頻、優(yōu)酷三大網(wǎng)絡(luò)視頻媒體平臺(tái)進(jìn)行比較分析,發(fā)現(xiàn)幾家平臺(tái)企業(yè)不論在用戶(hù)付費(fèi)定價(jià)方面,還是廣告付費(fèi)定價(jià)方面的定價(jià)都基本相似,從而佐證了理論研究部分的結(jié)論。最后,根據(jù)目前我國(guó)平臺(tái)企業(yè)處于用戶(hù)付費(fèi)的第一個(gè)階段,廣告付費(fèi)的第二個(gè)階段,并結(jié)合理論研究的結(jié)論為網(wǎng)絡(luò)視頻媒體平臺(tái)企業(yè)進(jìn)一步的發(fā)展提出了實(shí)質(zhì)性的建議。
[Abstract]:Network video media platform enterprises have been developing in China for more than ten years. Over the past ten years, the income of enterprises has been heavily dependent on advertising revenue. At present, the improvement of domestic copyright law system and the emergence of payment tools such as Internet banking and Alipay provide a good external environment foundation for platform enterprises to explore new business models. Although the network video media platform enterprises are committed to promoting the business model of user payment and mining the user value in depth in order to change the predicament of their heavy dependence on advertising revenue, the business model of user payment is just starting, and the mining of user value needs to be improved. For a long period of time, the platform enterprises are still in the process of exploring the business model of paying for users. In the final analysis, the platform enterprises are exploring the profit model, so they have to study the pricing strategy of the platform enterprises. However, most of the current academic research on the network video media platform is in Therefore, the research on the pricing strategy of the platform enterprises becomes an urgent problem. Theoretically speaking, this paper uses the bilateral market theory to study the pricing mechanism of the network video media platform, and reveals the pricing strategy choice of the network video media platform enterprises. Theoretical basis. From a practical point of view, through revealing the pricing mechanism of the network video media platform, this paper not only puts forward reasonable suggestions for the selection of pricing strategies for the platform enterprises, but also points out the direction for the future development of the network video media platform enterprises. In this paper, the following three aspects are studied: firstly, the overall overview of the network video media market, a comprehensive understanding of the relevant concepts and definitions of the research object, and the development process and status quo of the network video media platform, profit model and nature are analyzed. The analysis shows that the network video media platform is essentially a bilateral market. The pricing strategy which relies on advertising revenue for a long time is also caused by the main feature of the bilateral market tilt pricing. This series of analysis makes it possible to introduce the bilateral market theory to analyze the platform below. Secondly, based on Hotelling linear urban space model, the pricing models of advertising and user unilateral payment under monopoly market structure and duopoly market structure are constructed respectively. In the duopoly market structure, user fees have to go through two processes. First, when the content difference between platforms is small, platform enterprises strive to improve the content difference between platforms, and the pricing of users varies with the platforms. Secondly, when the content difference between platforms is large, the platform enterprises are committed to improving the quality of the platform video content, and the pricing of users will increase with the improvement of the quality of the video content provided by the platform enterprises; the pricing strategy of advertising payment is not only on the ridge but also on the ridge. Both market structure and duopoly market structure are related to users'cross-network externalities to advertisers, and the pricing of the two platforms is the same. Under duopoly market structure, advertising payment also goes through two processes. First, when the proportion of disgusting advertising is large, the platform enterprises are committed to reducing the proportion of disgusting advertising. Third, the case study on pricing strategy of online video media platform. The case analysis part firstly establishes an ecosystem of online video market centered on Aiqiyi, overlooking the network video media from the perspective of the entire ecosystem. Platform. The construction of ecosystem can make the relationship between platform enterprises and related enterprises clearer, lay a foundation for accurately grasping the status of video media platform in the industrial chain, and also provide a basis for the analysis of the future development direction of enterprises. Secondly, through the Aichi, Tencent video, Youku three major network video media platforms. The comparative analysis shows that several platforms are basically similar in terms of user-paid pricing and advertising-paid pricing, which confirms the conclusion of the theoretical research. Finally, according to the fact that China's platforms are in the first stage of user-paid, the second stage of advertising-paid, and combined with theoretical research. The conclusions put forward substantial suggestions for further development of the network video media platform enterprises.
【學(xué)位授予單位】：浙江財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F49

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