線上音樂串流平台的合約策略

Contract Strategies for Online Music Streaming Platforms

劉庭維(Ting-Wei Liou)

指導教授 ： 李瑞庭

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201901613

摘要

由於資訊科技的進步和行動裝置的普及，串流音樂平台越來越受歡迎。在音樂串流產業中，消費者可每月付固定的費用給平台(訂閱型服務)，或可選擇瀏覽廣告並使用免費但只有包含部分內容的差異化音樂(廣告型服務)。現在的商業模式，串流音樂平台會依照一定的比例，將它的收入分享給音樂提供者。平台的收入越多，音樂提供者就分的越多，並沒有報酬遞減效應，導致平台與音樂提供者都不滿所分配到的利潤。因此，在本研究中，我們提出兩個新的合約與四個模型，探討訂閱型服務與廣告型服務的服務品質差異、基礎價值、額外服務品質與使用頻率，如何影響平台與音樂提供者的合約選擇。分析結果顯示，我們提出兩個新的合約可解決平台與音樂提供者現在所面臨的問題，我們的模型可幫平台或音樂提供者找出最佳的選擇，以及創造雙贏的條件。因此，我們的研究可幫助平台與音樂提供者，在不同的市場環境中，找出最合適的合約，並且為它們創造雙贏的契機。

關鍵字

串流平台 ； 合約管理 ； 商業模式 ； 賽局理論

並列摘要

With the advancement of information technology and the penetration of mobile devices, music streaming platforms have increasingly got popular, where consumers are allowed to pay a monthly subscription fee to obtain the full content in subscription-based service, or listen some advertisements to get free but partial content in ad-sponsored service. At present, music streaming platforms proportionally share their revenues with content providers. Platforms will pay more if their revenues increase. There will not be a diminishing marginal effect in the current business model, which not only makes platform unable to earn sufficient profit, but also makes content providers dissatisfied with obtaining very low profit. Therefore, in this thesis, we propose two new contracts and four models to study how the contract strategies are affected by the quality difference between subscription-based service and ad-sponsored service, base valuation, supplementary quality and use frequency of subscribers. The analytical results show that the two new contracts can resolve the problems currently faced by platform and content provider. Also, they show not only the condition of best choice of each strategy for platform or content provider, but also the condition of a win-win situation. Our study can help music streaming platform and content provider adopt an appropriate contract under various market conditions, and provide better solutions to achieve a win-win and profitable strategy for platform and content provider in the music industry.

並列關鍵字

streaming platform ； business models ； contract management ； game theory

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