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研究生:李維珣
研究生(外文):Wei-Hsun Lee
論文名稱:線上視訊串流平台的競爭策略
論文名稱(外文):Competitive Strategies for Online Video Streaming Platforms
指導教授:李瑞庭李瑞庭引用關係
口試委員:陳柏安蕭櫓
口試日期:2015-07-22
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:41
中文關鍵詞:競爭模型平台策略視訊串流賽局理論
外文關鍵詞:competitive modelplatform strategyvideo streaminggame theory
相關次數:
  • 被引用被引用:1
  • 點閱點閱:232
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
由於線上視訊串流技術的進步,線上視訊串流服務越來越受到歡迎。許多顧客依節目內容選擇串流平台,平台為了吸引顧客,開始製作自己的節目,以提供一個差異化的服務。另一方面,平台也從節目供應商購買一些節目的獨家版權,讓平台的節目內容更加豐富。因此,在本篇論文中,我們提出一個模型來研究自製節目、獨家節目以及顧客的節目喜好,如何影響線上視訊串流平台的競爭策略。我們的模型不僅能找出各個策略最有利的區域,也顯示儘管最佳策略是選擇購買獨家節目,但兩家平台會因此陷入囚犯困境而讓平台獲利下降。本研究成果可以提供平台關於節目策略的新觀點,幫助平台針對不同的市況尋求最佳的節目策略。

To provide a differentiated service for attracting customers, online video streaming platforms may produce their own programs or enrich their contents through buying exclusive programs from media providers. Therefore, in this thesis, we propose a model to study how the strategies of online video streaming platforms are affected by self-production programs, exclusive programs and customers’ preference for programs. Our proposed model not only finds the most profitable region for each strategy but also shows that despite the fact that the equilibrium strategy is to buy exclusive programs, two platforms confront prisoner’s dilemma and become less profitable. Our analytical results can provide a new aspect of programs’ strategies for online video streaming platforms and help them formulate effective strategies for different market circumstances.

Table of Contents i
List of Figures ii
List of Tables iii
Chapter 1 Introduction 1
Chapter 2 Literature Review 5
Chapter 3 The Proposed Model 8
Chapter 4 The Extended Model 18
Chapter 5 Conclusions and Future Work 30
References 33
Appendix A 35
Appendix B 38


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