管理工程学报2011，Vol.25Issue(1)：203-208,6.
单边收费还是双边收费:双边市场中媒体定价模式选择
One-sided or Two-sided Fee: The Choice of Pricing Modes in Media Two-sided Markets
摘要
Abstract
Platform firms play an important role in e-business. Platform firms charge two groups of agents in exchange for their product and service offerings. Any platform firms in a two-sided market need to deal with the pricing dilemma of charging one-sided user or two-sided users. Advertisement can cause a negative externality on customers because customers usually dislike advertising. Different pricing models can be formulated to compare media platforms using advertisement, with platforms not using advertisement. This paper will present a model of a two-sided vertically differentiated market and use a model to find an optimal pricing model for charging onesided user or two-sided users in a monopolist media platform.This paper is organized as follows. Section 1 discusses related literature and research objectives. Section 2 describes our proposed model. Section 3 discusses the consumer payment pricing model and price equilibrium solutions. Media platforms do not use any advertisements and charge consumers a subscription fee in the consumer payment pricing model. Section 4 discusses the advertiser's payment pricing model and the price equilibrium solutions. In the advertiser's payment pricing model, media platforms allow advertisements and charge the advertisers an advertising fee. Consumers can subscribe to the advertising service for free. Section 5 discusses the two-sided payment pricing model and price equilibrium solutions. In this pricing model, media platforms charge consumers different subscription fees depending on if the advertising service is free to customers. Section 6 discusses the two-sided pricing model and its price equilibrium solutions. Although consumers can subscribe media for free, media platforms still charge consumers a subscription fee and an advertising fee. Section 7 discusses all pricing models for media platforms and compares their profits in order to determine the optimal pricing model. Our analysis results show the relative value ratio between the two-sided user benefits from media and the intrinsic product quality of the media content can influence the selection of an optimal pricing modal. Twosided user benefits consist of parameters to measure marginal network benefits from the media subscription. When the relative ratio is small, the two-sided pricing model is better for the monopoly media. When the relative ratio is large, the advertiser's payment pricing model is better for the monopoly media. We conclude this paper in Section 8.关键词
媒体/双边市场/定价模式Key words
media/ two-sided market/ pricing mode分类
管理科学引用本文复制引用
程贵孙..单边收费还是双边收费:双边市场中媒体定价模式选择[J].管理工程学报,2011,25(1):203-208,6.基金项目
教育部人文社会科学青年基金资助项目(08JC790036) （08JC790036）
