請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81149完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 孔令傑(Ling-Chieh Kung) | |
| dc.contributor.author | Yu-Jou Chang | en |
| dc.contributor.author | 張煜柔 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:33:04Z | - |
| dc.date.available | 2022-02-16 | |
| dc.date.available | 2022-11-24T03:33:04Z | - |
| dc.date.copyright | 2022-02-16 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-02-08 | |
| dc.identifier.citation | Amaldoss, W., J. Du, W. Shin. 2021. Media platforms’ content provision strategies and sources of profits. Marketing Science 40(3) 527–547. Apple. 2021. Apple leads the next chapter of podcasting with apple podcasts subscriptions. https://www.apple.com/newsroom/. Retrieved on May 25, 2021. Athey, S., E. Calvano, J. S. Gans. 2018. The impact of consumer multi-homing on advertising markets and media competition. Management Science 64(4) 1574–1590. Bakos, Y., E. Brynjolfsson. 1999. Bundling information goods: Pricing, profits, and efficiency. Management Science 45(12) 1613–1630. Bakos, Y., E. Brynjolfsson. 2000. Bundling and competition on the internet. Marketing Science 19(1) 63–82. Bhargava, H. K. 2021. Bundling for flexibility and variety: An economic model for multiproducer value aggregation. Management Science 67(4) 2365–2380. Buzzsprout. 2021. Buzzsprout platform stats. https://www.buzzsprout.com/. Retrieved on May 29, 2021. Chatterjee, P., B. Zhou. 2021. Sponsored content advertising in a two-sided market. Management Science 67(12) 7560–7574. Colbjørnsen, T. 2021. The streaming network: Conceptualizing distribution economy, technology, and power in streaming media services. Convergence 27(5) 1264–1287. Danaher, B., Y. Huang, M. D. Smith, R. Telang. 2014. An empirical analysis of digital music bundling strategies. Management Science 60(6) 1413–1433. Datta, H., G. Knox, B. J. Bronnenberg. 2018. Changing their tune: How consumers’ adoption of online streaming affects music consumption and discovery. Marketing Science 37(1) 5–21. Edison Research. 2021. The infinite dial 2021. https://www.edisonresearch.com/. Retrieved on May 24, 2021. Geng, X., M. B. Stinchcombe, A. B. Whinston. 2005. Bundling information goods of decreasing value. Management Science 51(4) 662–667. Godes, D., E. Ofek, M. Sarvary. 2009. Content vs. advertising: The impact of competition on media firm strategy. Marketing Science 28(1) 20–35. Gurman, M. 2020. Apple buys startup that creates radio-like stations for podcasts. https://www.bloomberg.com/. Retrieved on May 26, 2021. Henderson, R. 2021. How spotify now owns the podcast supply chain. https://www. fool.com/investing/. Retrieved on May 25, 2021. Hitt, L. M., P. Chen. 2005. Bundling with customer self-selection: A simple approach to bundling low-marginal-cost goods. Management Science 51(10) 1481–1493. Jain, S., K. Qian. 2021. Compensating online content producers: A theoretical analysis. Management Science 67(11) 7075–7090. Spotify. 2021. Spotify ushers in new era of podcast monetization with new tools for all creators. https://newsroom.spotify.com/. Retrieved on May 26, 2021. Stitcher. 2020. Stitcher partners: Revenue share. https://stitcher.helpshift.com/. Retrieved on May 25, 2021. Sullivan, J. L. 2019. The platforms of podcasting: Past and present. Social Media + Society 5(4) 1-12. The Interactive Advertising Bureau, PwC. 2021. U.s. podcast advertising revenue study. https://www.iab.com/. Retrieved on May 25, 2021. Wlo ̈mert, N., D. Papies. 2016. On-demand streaming services and music industry revenues — insights from spotify’s market entry. International Journal of Research in Marketing 33(2) 314–327. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81149 | - |
| dc.description.abstract | 近年來 Podcast 產業無論使用人數或產業利潤皆呈現指數型成長，可觀的利潤讓許多 Podcast 串流平台開始調整他們的商業模式。我們觀察到現有的 Podcast 串流平台採用兩種定價方式，分別是個人定價模式與捆綁銷售模式。兩種定價方式的主要差異為，個人定價模式為創作者各自決定訂閱其付費內容的價格；捆綁銷售模式為串流平台彙整所有創作者的付費內容，並訂定訂閱所有付費內容的單一價格。個人定價模式可視為串流平台將定價權轉移給創作者。 本研究中，我們建立了一個賽局理論模型，描繪一個 Podcast 串流平台上，顧客與創作者的行為與互動。串流平台可以選擇要採取個人定價模式或捆綁銷售模式，並決定抽成比例或捆綁訂閱價格；創作者則可根據平台的決策，決定免費內容比例或個人訂閱價格，最後顧客決定是否加入市場。 我們的研究發現，對於平台而言，當每單位廣告價格上升、顧客對 Podcast 內容的需求歧異程度相差較大時，創作者會傾向提高顧客聆聽免費內容人數，以提高來自廣告的收益。此時相較於個人定價模式，平台保留定價權利並採用捆綁銷售模式可獲得更高的利潤，以避免創作者傾向提高顧客聆聽免費內容人數，壓縮到顧客訂閱付費內容的人數。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:33:04Z (GMT). No. of bitstreams: 1 U0001-2601202201140000.pdf: 2868154 bytes, checksum: c2e135b1245c633614215c513e8a56c8 (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | "1 Introduction p.1 1.1 Background and motivation p.1 1.2 Research objectives p.4 1.3 Research plan p.4 2 Literature Review p.7 2.1 Online streaming platform p.7 2.2 Content and advertisement allocation p.10 2.3 Information goods bundling p.12 3 Model p.15 3.1 Individual pricing p.15 3.2 Cross-producer bundling p.18 4 Analysis p.23 4.1 Individual pricing p.24 4.1.1 Podcasters’ subscription prices and proportions for free content decisions p.24 4.1.2 Platform’s commission rate decision p.29 4.2 Cross-producer bundling p.32 4.3 Comparison p.36 4.4 Managerial implications p.39 4.5 Discussions p.41 5 Conclusions and Future Works p.43 A Proofs p.45 Bibliography p.59 List of Figures 3.1 Sequence of events p.20 4.1 Podcaster i’s revenue under individual pricing, when vL = 0.7 and r = 0.5 p.27 4.2 Podcaster i’s revenue under individual pricing, when vL = 0.7 and r = 1.5 p.28 4.3 Podcaster i’s revenue under individual pricing, when vL = 0.7 and r = 0.7 p.29 4.4 Platform’s profit under individual pricing, when vL = 0.7 and r = 0.5 p.30 4.5 Platform’s revenue under individual pricing p.31 4.6 Market segmentation when pB = 0.4 and αi = 0.5,i ∈ {1,2} p.35 4.7 Market segmentation when pB = 0.5 and αi = 0.7,i ∈ {1,2} p.36 4.8 Platform’s optimal pricing strategy p.38 List of Tables 3.1 List of decision variables and parameters p.21 4.1 List of the number of type-j consumers’ subscription of the bundle and reaching free content from podcaster i p.34" | |
| dc.language.iso | en | |
| dc.subject | 賽局理論 | zh_TW |
| dc.subject | 串流平台 | zh_TW |
| dc.subject | 定價策略 | zh_TW |
| dc.subject | 資訊產品綑綁銷售 | zh_TW |
| dc.subject | pricing strategy | en |
| dc.subject | game theory | en |
| dc.subject | information goods bundling | en |
| dc.subject | podcasting | en |
| dc.subject | streaming platform | en |
| dc.title | 捆綁銷售或個別定價？Podcast 串流平台最佳定價機制 | zh_TW |
| dc.title | Bundling or individual pricing? The optimal pricing strategy of a podcast streaming platform | en |
| dc.date.schoolyear | 110-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 郭佳瑋(Tzong-Lin Shieh),陳聿宏(Feng-Yu Tsai),(Yulia Galagan) | |
| dc.subject.keyword | 串流平台,定價策略,資訊產品綑綁銷售,賽局理論, | zh_TW |
| dc.subject.keyword | podcasting,streaming platform,pricing strategy,information goods bundling,game theory, | en |
| dc.relation.page | 61 | |
| dc.identifier.doi | 10.6342/NTU202200210 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2022-02-10 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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