CAJ | 학술논문

文章对视频内容垂直差异化定价机制进行了创新，将同时考虑质量差异化与能力约束对内容产品定价的影响。文章拟建立一个双寡头竞争环境下的三阶段博弈模型，通过构建加入质量差异化与能力约束条件的视频内容子博弈模型，分析视频内容平台的定价与竞争策略。结论显示，在信息对称的条件下，考虑能力约束的竞争平台提供高低不同质量的视频内容均可达到子博弈均衡。选择低质量内容的平台依然可以获得单调递增的收益，并会模仿高质量平台提供的内容模式。也即是能力约束将使内容平台提供高质量内容的意愿消除，选择提供无差异化的低质量内容产品。
문장대시빈내용수직차이화정개궤제진행료창신，장동시고필질량차이화여능력약속대내용산품정개적영향。문장의건립일개쌍과두경쟁배경하적삼계단박혁모형，통과구건가입질량차이화여능력약속조건적시빈내용자박혁모형，분석시빈내용평태적정개여경쟁책략。결론현시，재신식대칭적조건하，고필능력약속적경쟁평태제공고저불동질량적시빈내용균가체도자박혁균형。선택저질량내용적평태의연가이획득단조체증적수익，병회모방고질량평태제공적내용모식。야즉시능력약속장사내용평태제공고질량내용적의원소제，선택제공무차이화적저질량내용산품。
This study intends to bring forth new ideas on the vertical differentiation pricing mechanism of online video content, and meanwhile discusses the influence on video content pricing caused by vertical differentiation and capacity commitment. The study constructs a three-stage model under the duopoly competition environment. By building a sub-game model of online video content based on the quality differentiation and capacity commitment, the paper analyzes the price and competition strategy of online video content platform. The results indicate that competitive platform considering capacity commitment could achieve sub-game equilibrium by providing video content on different quality under the circumstance of equal information. Platform with low quality chose simulating the content pattern of high quality platform and also obtained monotonic increasing revenue. Due to the capacity commitment, content platform eliminates aspiration for increasing content quality content and provides non-differentiated low quality content.