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ID:36420831
大小:6.76 MB
页数:138页
时间:2019-05-10
《城市数字电视发展模式与竞争策略研究》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、东南大学博士学位论文城市数字电视发展模式与竞争策略研究姓名:薛留忠申请学位级别:博士专业:管理科学与工程指导教师:李廉水20080225AbstractDi西taltechnologiespromotetheevolmionofbroadcastingindustry.Byusinggamesandexamples.thispaperanalysesthedevelopmentmodelsandcompetitivestrategiesoflocalDTVplatformsinChina'sdigitaltelevisionindustryba
2、seduponthetwo-sidedmarketstheory,andpointsoutthatthepossibledevelopmentmodelsduringthecycleofindustry,andtheplausiblepticeandnon—pricecompetitivestrategieswhenplatformsfacecompetitions.Firstly,thisD卸erreviewtheclassicalresea/℃hesaboutC舡Vfromtheaspectsofmarketslrueture,market
3、behaviorandgovernmentregulation,andfurthermorethenaturalmonopolytheoryandthetwo-sidedmarketstheory.Baseduponthesereviews,thispaperfoundstwo-sidedmarketstheoryasthebasicconfiguration.Weconcludethedevelopedcountries'experiencesandtheprimaryfactorsaffectedDTVindustrytopaveforth
4、eanalysisofdevelopmentmodelsandcompetitivestrategies.ThenweanalysesthemarketenvironmentsoflocalDTVplatformsfromtheverticalandhorizontalmarketstructures,andillustratesthetechnologicalandeconomiccharactersofDTVmarkets.Secondly,thispaperanalysesthepossibledevelopmentmodelsdurin
5、gthecycleofDTVindustry.Inthefirstperiod,cityplatformsshouldnlakealowpricetoencouragecOnSLUIICrsenteringintoplatforms.Inthesecondperiod,platformsshouldsolvethepricestructureproblemsbytakingmarginalCOSts,crossnetworkexternalsanddemand-priceelasticivyallintoaccountintegrally.In
6、thenextperiod,platformsshouldcompetewithotherfirmswhichdecreasesthewholefirms’profits.AccordingtoQingdao’sDTVexperiences,wefindthatthegovernmentplaysapositiveroleinthefirstperiodofDTVcycle.Thirdly,westudythepricecompetitivestrategiesoflocalplatforms.Bycomparingthreemodelsofd
7、iscriminatedpricing,unionpricingandtwo-parttariffsintwo-sidedmarkets,wefindthatplatformscanmakemoleprofitsbyusingtwo·parttariffsmodel.Thenweanalyzethemarketequilibriumresultswhiletheadvertiser-supportedtelevisionmodelstransformintothepay—supportedtelevisionmodels.’neresultsi
8、ndicatethat:nlcamountofadsinpay—supportedtelevisionissmallerthanadvertiser-
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