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随着“内容为王”时代的到来,自媒体作为独立的内容提供商,一边通过互联网媒体平台传播内容来连接消费者,另一边连接广告商,同时与互联网媒体平台共享广告收入,具有明显的双边市场特征。本文基于双边市场的理论,通过构建理论模型对自媒体收益分配和竞争策略进行研究。结论表明,差异化程度以及网络外部性均会影响自媒体定价结构、收益分配和最大利润实现。因此,从提升差异化程度、增强消费者彼此吸引度和转变消费者类型角度出发,提出自媒体发展的策略建议。
With the advent of “content is king ” era, since the media as an independent content provider, while Internet content through the Internet media platform to connect consumers to connect the other side to connect advertisers, while sharing with the Internet media platform advertising revenue, with Obvious bilateral market characteristics. Based on the theory of bilateral market, this paper studies the self-media distribution and competition strategy by constructing theoretical models. The conclusion shows that the degree of differentiation and network externality will affect self-media pricing structure, income distribution and maximum profit realization. Therefore, from the perspective of enhancing the degree of differentiation, increasing consumer attractiveness and changing consumer types, this paper proposes strategies and recommendations for the development of the media.