CAJ | 학술논문

基于三网融合的现实背景，在双边市场理论框架下，构建了媒体跨媒介竞争博弈模型。模型分析表明：媒体平台进行跨媒介扩张，可以增加自身消费者数量、广告投放数量以及广告费用；媒体平台跨媒介扩张存在一个投资临界，只有当投资成本小于这一临界时，跨媒介扩张才会增加媒体平台的利润；随着广告厌恶型消费者所占比例的增加，两家媒体平台最终的均衡广告收费和利润都会提升，进行跨媒介扩张的媒体平台广告量和消费者数量会减少，而没有进行跨媒介扩张的媒体平台广告量和消费者数量会增加。
기우삼망융합적현실배경，재쌍변시장이론광가하，구건료매체과매개경쟁박혁모형。모형분석표명：매체평태진행과매개확장，가이증가자신소비자수량、엄고투방수량이급엄고비용；매체평태과매개확장존재일개투자림계，지유당투자성본소우저일림계시，과매개확장재회증가매체평태적리윤；수착엄고염악형소비자소점비례적증가，량가매체평태최종적균형엄고수비화리윤도회제승，진행과매개확장적매체평태엄고량화소비자수량회감소，이몰유진행과매개확장적매체평태엄고량화소비자수량회증가。
Based on the current background of “Triple Play”and the concept of two-sided markets theo-ry,this essay constructs a media industry cross-media competition model.Model analysis shows that the expansion of cross-media platform would increase the number of consumers,advertisements,and advertis-ing expenses.However,there exists a critical point for cross-media platform expansion investment.The cross-media expansion would increase the profit of media platform only if the investment number is less than the critical point.By the increasing number of advertisement-averse consumer ratio,final equilibrium advertising fees and profits for both media platform will decrease,and the amount of cross-media expansion advertising media platforms and consumers will decrease.Comparatively,the amount of none-cross-media expansion advertisements media platforms and consumers will increase.The conclusion would benefit the cross-media expansion of enterprises and policy-making of the government.