系统管理学报2026，Vol.35Issue(2)：348-365,18.DOI:10.3969/j.issn2097-4558.2026.02.004
双边长视频平台的UGC引入策略
UGC Adoption Strategies for Two-Sided Video Platforms
摘要
Abstract
With the growing appeal of user-generated content(UGC)for attracting viewers,two-sided video platforms(e.g.iQIYI)have begun introducing UGC business line to attract viewers and increase advertising revenue.However,this also poses a challenge:some advertisers who originally placed advertisements directly on the platform may perceive UGC as more effective for promoting their products and shift their advertising to UGC content.For two-sided long-form video platforms,the introduction of UGC represents both an opportunity and a risk.Based on this,this paper applies two-sided market theory to comprehensively analyze the dual impact of UGC adoption on long-form video platforms.A three-party game model involving viewers,the platform,and advertisers is constructed,and platform profits are compared across three scenarios:no UGC adoption,UGC adoption by a single platform,and UGC adoption by all platforms.It examines whether and when platforms should introduce UGC and summarizes the operational impact of UGC adoption.It further explores how platforms should adjust pricing strategies to maintain optimal profits in response to changes brought by UGC adoption.The results indicate that,in competitive markets,when UGC adoption significantly affects platform advertising revenue,the key factor influencing adoption decisions is whether the platform can obtain a value advantage from UGC content.When the impact is moderate,the primary factor is the switching cost for viewers between platforms.The introduction of UGC by a platform simultaneously affects both viewer and advertiser behavior,and this effect propagates through the platform's inherent two-sided market dynamics.Platforms that secure a substantial UGC content value advantage can attract competitors'advertisers by lowering ad prices to offset potential losses,while competing platforms should raise ad prices to preserve profits.关键词
在线长视频平台/用户生成内容/双边市场竞争理论/内容竞争Key words
streaming media platform/user-generated content(UGC)/two-sided competition theory/content competition分类
管理科学引用本文复制引用
陈靖,张诗纯,吴一帆..双边长视频平台的UGC引入策略[J].系统管理学报,2026,35(2):348-365,18.基金项目
国家自然科学基金资助项目(72371166,72471089) （72371166,72471089）
上海外国语大学第七届"导师学术引领计划"项目(2024DSYL049) （2024DSYL049）
