题名

Optimal Advertorial Allocation and Contract Design of a Multichannel Networks Company on Video Sharing Platforms

并列篇名

影片分享平臺中多頻道聯播網之最佳業配任務分配與合約設計

DOI

10.6226/NTUMR.202308_33(2).0001

作者

Po-Han Chien(簡博涵)；Ling-Chieh Kung(孔令傑)

关键词

online video sharing ； multichannel networks ； advertorials ； revenue sharing ； game theory ； 影片分享平臺 ； 多頻道聯播網 ； 業配廣告 ； 營收分享 ； 賽局理論

期刊名称

臺大管理論叢

卷期/出版年月

33卷2期（2023 / 08 / 01）

页次

1 - 35

内容语文

英文;繁體中文
中文摘要

Multichannel Networks (MCN) companies arise due to booming video-sharing platforms like YouTube. MCN companies sign creators who produce and publish videos on video-sharing platforms. In addition to the advertising revenue from the platforms, the companies and creators can earn revenue by completing advertorial tasks delegated by business owners. In this study, we study how an MCN company allocates an advertorial task and designs revenue-sharing contracts for creators with different abilities to attract online viewers. We find that the MCN company may not always allocate an advertorial task only to the most outstanding creator. When the creators' abilities are not too distinct, and the advertorial fee and the cost for creating a video are moderate, a splitting strategy (i.e., allocating the task to multiple creators) could be optimal. By comparing different industry structures, we also show that the splitting strategy cannot be optimal without independent MCN companies. In other words, independent MCN companies may make video-sharing platforms more diversified.
英文摘要

多頻道聯播網公司（MCN）隨著YouTube等影片分享平臺的蓬勃發展，在數位世代興起一股風潮。MCN與在影片分享平臺發布作品的創作者簽約，除了和創作者共同賺取來自平台的廣告收入外，也通過完成企業主委託的業配任務來賺取收益。本研究透過賽局分析建模，探討當MCN簽下多個吸金能力不同的創作者時，應該如何分配業配任務並設計與創作者簽訂的營收分享合約。此外，本研究也探討MCN的存在會如何影響行業環境。我們發現MCN不該總是將業配任務分給能力最強的創作者。當創作者的能力彼此相差不遠、業配費用以及製作影片的成本適中時，拆分策略（亦即將業配任務分配給不同創作者）可能是最佳的。另外，通過比較不同的行業結構，我們也發現若是沒有獨立的MCN公司，拆分策略就不會是最佳策略。換言之，獨立MCN的存在為能力較弱的創作者創造機會，使影片分享平臺更加多元化。
主题分类 基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
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