不同消费者知晓度下平台的内容独占竞争策略

doi:10.16381/j.cnki.issn1003-207x.2022.2788

Abstract

Abstract:

Digital technology promotes the development of platform-based content ecology. With continuous enrichment of its content， the incumbent platform is increasingly known by more and more consumers， while the entrant platform gets less awareness and attention from the consumers. The new content exclusivity competition between an incumbent platform and an entrant platform under different consumers’ awareness of the platforms is analyzed. In particular， the exclusive purchase of the new content by the entrant platform can increase its consumer awareness. By solving the content purchase game between the two platforms and analyzing the corresponding equilibria， it is found that， if the exclusive purchase of the new content cannot significantly improve the consumers’ awareness of the entrant platform， then the incumbent platform has the higher exclusive bidding power； otherwise， the entrant platform has the higher exclusive bidding power. Interestingly， facing deterrence of the exclusive purchase of the entrant platform， the incumbent platform may purchase the new content even though its profit declines with the purchase. On the other hand， the entrant platform never purchases the new content simultaneously with the incumbent. Only when the entrant platform has the higher exclusive bidding power will it be possible to enhance its competitiveness by seizing the new content that the incumbent platform cannot buy. For policy maker， the difference in the consumers’ awareness between the two platforms can be reduced to enhance the social welfare especially when the incumbent platform has the higher exclusive bidding power but the purchase of the new content does not significantly enlarge the content utility gap between the two platforms. Moreover， the entrant platform should be encouraged to purchase the high-value new content to compete against the incumbent platform， which can further improve the social welfare. It contributes to research on content exclusivity strategies for platforms by considering different consumers’ awareness for the competing platforms in this study.

Key words: content platform, consumers’ awareness, consumers’ multi-homing, platform competition, content exclusivity strategy

CLC Number:

F062.5

Xinjie Cao,Weijun Zeng. Content Exclusivity Strategies for Platforms under Different Consumers' Awareness[J]. Chinese Journal of Management Science, 2025, 33(10): 166-175.

Figures/Tables 5

成本系数阈值	定义
$β 1$	当且仅当 $β < β 1$ 时，在位平台在共同购买新内容后利润提升
$β 2$	当且仅当 $β < β 2$ 时，新进平台在共同购买新内容后利润提升
$β 3$	平台不考虑独占新内容时，当且仅当 $β < β 3$ 时，在位平台单独购买新内容后利润提升
$β 4$	平台不考虑独占新内容时，当且仅当 $β < β 4$ 时，新进平台单独购买新内容后利润提升
$β 5$	当 $β 4 > β > β 3$ 时，在新进平台的内容购买威慑下，即使购买新内容后利润下降，在位平台依然可能会购买新内容；当且仅当 $β < β 5$ 时，在位平台购买新内容的利润损失低于其放弃购买新内容的利润损失
$γ 1$	平台考虑独占新内容时，当且仅当 $γ < γ 1$ 时，在位平台独占新内容后其利润提升
$γ 2$	平台考虑独占新内容时，当且仅当 $γ < γ 2$ 时，新进平台独占新内容后其利润提升

内容购买情形	在位平台均衡价格、需求及利润	新进平台均衡价格、需求及利润
两平台均不购买新内容	$p 1 0,0 * = 1 - α 1 v c / 2 D 1 0,0 * = 1 - α 1 v c / 2 t π 1 0,0 * = 1 - α 1 v c 2 / 4 t$	$p 2 0,0 * = 1 - Δ v - v c / 2 D 2 0,0 * = α 1 1 - Δ v - v c / 2 t π 2 0,0 * = α 1 1 - Δ v - v c 2 / 4 t$
两平台共同购买新内容	$p 1 1,1 * = 1 - α 1 v c + v n - α 1 v n / 2 D 1 1,1 * = 1 - α 1 v c + v n - α 1 v n / 2 t π 1 1,1 * = 1 - α 1 v c + v n - α 1 v n 2 / 4 t - β v n 2$	$p 2 1,1 * = 1 - Δ v - v c / 2 D 2 1,1 * = α 1 1 - Δ v - v c / 2 t π 2 1,1 * = α 1 1 - Δ v - v c 2 / 4 t - β v n 2$
仅在位平台购买新内容	$p 1 1,0 * = 1 - α 1 v c + v n / 2 D 1 1,0 * = 1 - α 1 v c + v n / 2 t π 1 1,0 * = 1 - α 1 v c + v n 2 / 4 t - β v n 2$	$p 2 1,0 * = 1 - Δ v - v c / 2 2 D 2 1,0 * = α 1 1 - Δ v - v c / 2 t π 2 1,0 * = α 1 1 - Δ v - v c 2 / 4 t$
仅新进平台购买新内容	$p 1 0,1 * = 1 - α 2 v c / 2 D 1 0,1 * = 1 - α 2 v c / 2 t π 1 0,1 * = 1 - α 2 v c 2 / 4 t$	$p 2 0,1 * = 1 - Δ v - v c + v n / 2 D 2 0,1 * = α 2 1 - Δ v - v c + v n / 2 t π 2 0,1 * = α 2 1 - Δ v - v c + v n 2 / 4 t - β v n 2$

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Content Exclusivity Strategies for Platforms under Different Consumers' Awareness

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