西安理工大学学报2025，Vol.41Issue(4)：560-571,12.DOI:10.19322/j.cnki.issn.1006-4710.2025.04.011
内容平台多主体参与UGC的要素投入与收益共享研究
Research on factors inputting and revenue sharing of multi-agents participation in UGC
摘要
Abstract
The conflict between flow monetization acceleration and content quality improvement has promoted the evolution of the user generated content(UGC)to the professional user genera-ted content(PUGC).Multi-agents participation in UGC has become an important production mode in the content platforms,and the value creation structure and revenue sharing mechanism of platforms have become complicated.To uncover the value creation and revenue sharing mecha-nisms of multi-agents collaboration in UGC,this paper constructed a multi-stage dynamic game model among creator,MCN(multi-channel network)institution and platform,and analyzed the law of factors inputting level and revenue sharing ratio of the three parties.It is found that in the linear production case,the factors inputting level and optimal revenue sharing ratio of any content platform agent will increase with the increase of their production coefficient and will decrease with the increase of their own cost coefficient.The factors inputting level and revenue sharing ratio of the platform and MCN institution increase with the increase of the production coefficient of the other side and will decrease with the increase of the cost coefficient of the other side.In the case of Cobb-Douglas production,the optimal sharing ratio of the platform is inversely proportional to the production coefficient of the creator and MCN institution,and the optimal sharing ratio of MCN institution is only determined by the production coefficient of the creator.With the increase of the production coefficient of each agent,factors inputting level of each agent exhibit dual char-acteristics of non-monotonic and nonlinear changes depending on specific parameter values.关键词
内容平台/多渠道网络机构/要素投入/收益共享Key words
content platform/multi-channel network/factors inputting/revenue sharing分类
管理科学引用本文复制引用
孙树垒,杨文娟,姚佳,朱忆..内容平台多主体参与UGC的要素投入与收益共享研究[J].西安理工大学学报,2025,41(4):560-571,12.基金项目
国家自然科学基金资助项目(72301127) （72301127）
