應用兩階段賽局探討通路合作契約對數位音樂市場之影響

目前數位音樂市場短期發展仍以網路端商業模式為主和初期提供免費服務居多，且數位音樂平台業者以跨平台經營策略為未來發展目標，但數位音樂提供商和通路商之合作模式仍具有極大討論空間。故本研究將以通路合作契約為探討主軸，期望找出讓雙方互利的合作契約。本研究探討之通路合作契約共有三種：分別有基本契約、收益共享契約和利潤共享契約。透過本文建構之消費者淨消費函數和數位音樂平台業者與唱片業者之利潤函數，且數位平台業為通路領導者和唱片業者為通路接受者，其制定之三種不同通路合作契約下，尋求唱片業者和數位音樂平台業者之雙贏合作模式，提供數位音樂業者未來制定通路合作契約之參考。

關鍵字

數位音樂；基本契約；收益分享契約；利潤分享契約；兩階段賽局

並列摘要

In the short term, the digital music market develops the network business model and offer free service. In the long term, the developing goal is cross-platform business strategy. However, there is a great space for discussion in the cooperation of music providers and distributors. Therefore, this paper will explore channel cooperation contracts, both sides expect to find mutually beneficial cooperation contracts. This paper discusses three kinds of channel cooperation contract: base contract, revenue sharing contract and profit sharing contract. Under the digital platform operator as a channel leader and the record operator as a channel follower, we use the consumer's net utility function and the profit function of the record operators and digital platform operators to develop three different cooperation contracts. Meanwhile, we find a win-win cooperation model between operators （record, digital platform） and provide them with reference to contracts signed.