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类型 基础研究 预答辩日期 2017-10-10
开始(开题)日期 2012-01-04 论文结束日期 2017-06-07
地点 四牌楼图书馆 论文选题来源 973、863项目     论文字数 14 (万字)
题目 基于双边市场理论的电视传媒平台研究
主题词 双边市场,电视传媒,平台竞争,平台融合
摘要 近年来传媒产业发展迅猛,我国政府出台了一系列扶持政策,把传媒产业的发展放在了战略层的高度。作为传媒产业中强势发展的电视媒体产业,在利好的政策环境以及业内人士的努力下也取得了长足发展。但是相较国际传媒产业的发展和理论研究,中国传媒产业的发展速度、发展规模都远远落后,特别是理论研究方面更是落后很多。传媒产业特别是电视传媒的发展关系到精神文明建设的顺利进行,其双边市场的特性研究也拓展了双边市场理论的应用范围,为相似产业的研究提供借鉴。因此,基于双边市场理论的电视传媒平台研究具有重要的理论和现实意义。 电视传媒企业作为传媒产业的典型代表,具有双边市场的特性。电视传媒产业连结着两类消费体,即广告商和观众。平台为观众提供一定的内容产品和广告以吸引最大数量的观众接入,平台利用已拥有的观众向广告商销售广告空间,该平台上的受众规模越大,目标受众比例越高,广告商接入此平台的意愿也就越大。但通常认为观众对广告持厌恶态度,即双边参与者存在所谓的“负外部性”。为了验证电视传媒平台的双边市场特性,本文采用中国5大卫视较为独特的收视数据对观众的收视需求和广告商广告投放行为进行了实证研究,采用Nested logit模型探究观众是否真的厌烦广告,采用工具变量估计方法等对广告价格的影响因素进行分析,结果表明:观众确实厌恶广告,即广告商对观众施加负的网络外部性;观众更愿意选择换台来逃避广告和不喜欢的节目,而不是直接关掉电视,选择其他的娱乐方式;广告价格与观众人数成正比,但与广告时长负相关。具体建议为电视传媒要注意节目内容的创新和广告模式的创新,充分利用网络的交叉效应,设立适当的广告价格和广告投放数量,有效编排广告以期尽量减少广告排斥带来的损耗。 在把握电视传媒双边市场特性的基础上,本文进一步对平台之间的竞争进行了深入探究。与以往的研究不同,本文假设广告商属于单归属用户,广告市场存在争夺广告份额的竞争,分别讨论观众完全覆盖条件下广告商完全覆盖和部分覆盖情况下平台追求利润最大化时广告厌恶成本和平台差异化程度的影响,结果表明:广告商完全覆盖情况下,平台利润与单位厌恶成本成正比,与平台差异化程度成反比;广告商部分覆盖情况下,平台利润与单位厌恶成本成正比,与平台差异化程度成正比。媒体要想在竞争中成为赢家,必须走差异化道路。 最后本文以江苏广播电视总台为样本进行案例分析。江苏广播电视总台是综合实力最强、品牌影响最大的省级广电媒体之一,在广告业务经营、平台竞争等方面采取的举措是传媒实体运营的典范。为了应对全媒体的挑战迎接机遇,电视媒体产业要加紧电视专用人才的培养,转变单向传播信息的思维定式,加强与受众的互动,并时刻注意节目质量,维持栏目的异质性发展。
英文题目 RESEARCHOF TV MEDIAPLATFORM BASED ON THE THEORY OF BILATERAL MARKET
英文主题词 Bilateral market, television media,platform competition, platform integration
英文摘要 Media industry is developing rapidly in recent years, the Chinese government introduces a series of supportive policies and put the development of the media industry into a highly strategic level. As a strong media industry, the development of television media industry has made considerable progress in the favorable policy environment and the efforts of media people. However, compared with the international media industry and theoretical studies, the pace of development of Chinese media industry and the scale of development fall far behind, especially the study of the theory. The media industry, especially the development of the television media,is related to the smooth construction of spiritual civilization; its bilateralmarket characteristic also extends the application of bilateral market theory and provide reference to a similar industry study. Therefore, the research about TV platform based on the bilateral market theory has an important theoretical and practical significance. Television media companies as a typical representative of the media industry , has the characteristics of a bilateral market. TV media industry links with the two types of consumer, namely advertisers and viewers. The platform provide for viewers and advertising the content of the product in order to attract the largest number of viewers, then platform sales advertising space to advertisers .The larger the size of the audience on the platform, the higher the proportion of the target audience , the more the advertisers access this platform. But usually the audience held aversion to advertising, which is so-called "negative externalities". In order to verify the bilateral market characteristics of television media platforms, we use Chinese five major TV viewing data to do the empirical research about behavior of the audience and advertisers. We use Nested Logit model to explore whether the audience really tired of advertising,and use instrumental variables estimation method to analyze the factor of advertising prices.The results show that: the audience really dislike ads which means that advertisers exert a negative network externalities on the audience; viewers prefer to change the channel to escape ads and disliked program , not directly turn off the TV , then choose other forms of entertainment ; the advertised price is proportional to the number of visitors , but negatively correlated with the length of advertising. Specific recommendations for the television media is paying attention to innovation about content advertising model , taking full use of the cross effect of the network, establishing appropriate advertising prices and the number of advertising , laying out advertising effectively to minimize losses caused by advertising exclusion . With grasping the bilateral characteristics of TV media market, the paper further inquiries competition between platforms. Different from previous studies, we assume the advertisers are single-homed users, and there is a competition for advertising share. We discuss the effect of the cost of advertising disgust and platform differences on the platform profits.The results showed that: when advertisers are completely covered,the disgust cost is proportional to the platform profit, and is inversely proportional to the degree of platform differentiation; when advertisers are partial covered, the disgust cost is proportional to the platform profits, and is directly proportional to the degree of the platform differentiation. In order to become a winner in the competition, Media must take the different road. Finally, we have a analysis based on the Jiangsu radio and television station as a sample case. Jiangsu radio and television station is one of the provincial radio and television media, it has the strongest comprehensive strength and the biggest impactbrand, the measure it takes in the advertising business, platform competition action is media entities operating model.To meet the opportunities of all media, television media industry must step up the training of TV special talent, change the mindset of disseminating information, strengthenthe interaction with the audience, and always pay attention to the quality of programs, and maintain the heterogeneity development.
学术讨论
主办单位时间地点报告人报告主题
东南大学经济管理学院 2011年3月 经管楼A301 陈丰龙 国际生产网络与地区发展差距
厦门大学 2012年12月 经济楼301 倪宁宁 基于拓展ARIMA模型的全社会固定资产投资拟合及预测
中国区域经济学会 2013年9月 重庆工商大学 倪宁宁 广告业价格的影响因素研究—基于电视传媒的实证研究
中国产业经济学会 2014年4月 北京万寿宾馆 倪宁宁 Research of TV Media Platform of bilateral Market
南京财经大学 2012年5月 综合楼六楼 倪宁宁 传媒行业收视需求与广告投放的实证研究
南京大学商学院 2014年11月 安中楼 倪宁宁 电视传媒的平台策略研究—以《非诚勿扰》节目为例
东南大学 2015年6月 榴园宾馆 郭进 FDI区位变迁与制造业区际转移——基于省际面板数据的经验证据
东南大学 2016年4月 江苏南京 刘姿含 展中国家可再生能源政策制定影响因素研究:基于一带一路沿线国家数据
     
学术会议
会议名称时间地点本人报告本人报告题目
中国区域经济学会 2013年9月 重庆工商大学 广告业价格的影响因素研究—基于电视传媒的实证研究
中国产业经济学会 2014年4月 北京万寿宾馆 Research of TV Media Platform of bilateral Market
     
代表作
论文名称
电视传媒的平台策略研究——以《非诚勿扰》节目为例
基于拓展ARIMA模型的全社会固定资产投资拟合及预测
 
答辩委员会组成信息
姓名职称导师类别工作单位是否主席备注
李岳云 正高 教授 博导 南京农业大学
韩剑 正高 教授 博导 南京大学
周勤 正高 教授 博导 东南大学
邵军 正高 教授 博导 东南大学
董斌 正高 教授 博导 东南大学
      
答辩秘书信息
姓名职称工作单位备注
陈丰龙 其他 讲师 东南大学