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论文编号：	2361
作者编号：	2120082061
上传时间：	2010/6/9 10:23:07
中文题目：	双寡头网络内容提供商二维博弈研究
英文题目：	Two-dimensional Game of Duopoly Internet Content Providers
指导老师：	侯文华 教授
中文关键字：	网络内容提供商;多维博弈;纳什均衡;内容收费
英文关键字：	Internet content provider;multidimensional game;Nash equilibrium;subscription fee
中文摘要：	随着互联网的快速发展，网络用户对于网络信息资源的依赖性越来越强，他们对于高品质信息内容的需求越来越多。为了满足网络用户的高品质信息内容需求，越来越多的网络内容提供商开始采用内容收费向网络用户提供高质量的信息内容。网络内容提供商仅靠内容收费很难维持运营，因此，他们一般采用内容收费和网络广告相结合的混合盈利模式进行经营。随着信息内容产业的不断发展，该领域内的竞争也会变得更加激烈，如何在这样一个竞争日益激烈的行业内求得生存，将是每一个网络内容提供商面临的巨大挑战。 本论文主要对采用这种混合盈利模式进行经营的网络内容提供商的双寡头竞争问题进行研究，以多维博弈理论为基础，通过构建两个网络内容提供商之间的二维博弈模型，研究了他们之间的订阅费—广告投放比例二维博弈问题。分别对完全信息静态博弈情景、Stackelberg博弈情景及不完全信息静态博弈情景中两个网络内容提供商的二维博弈问题进行了分析，求解出了相应博弈的二维纳什均衡，并使用数值分析的方法分析了相关参数的变化对均衡解及均衡条件下的市场需求和利润值的影响。 本论文通过对双寡头网络内容提供商之间的二维博弈问题进行研究，分析了网络内容提供商的自身特征及其面临的市场状况对其市场竞争策略及其市场需求和利润的影响。为现实中的网络内容提供商的订阅费制定和广告投放决策提供了很好的建议，使得网络内容提供商在市场竞争中能够更好地制定自己的经营决策，在追求自身利益最大化的同时，也能更好地为网络用户提供信息内容服务。
英文摘要：	With the rapid development of the Internet, network users are becoming increasingly dependent on the network information resources. They have more and more demand for high-quality web content. In order to meet users’ demand for high-quality content, more and more Internet content providers begin to charge for content to provide high-quality web content. But pure subscription fee-based models are not sufficient to support the survival of online information sellers. Hence, hybrid models based on a combination of subscription fees and advertising revenues are replacing the pure revenue models. As the information content industry continues to develop, the competition in this field will become more intense. This thesis mainly studies the competition problem of duopoly Internet content providers who use hybrid models based on a combination of subscription fees and advertising revenues. Based on multidimensional game theory, this thesis builds two-dimensional game models to study Internet content providers’ decision-making problem of the subscription fees and the proportion of advertising. The static game model with complete information, stackelberg game model and the static game model with incomplete information are constructed respectively to study this problem. This thesis solves the Nash equilibrium, and analyses the impact of changes of different parameters on the equilibrium decisions, the market demand and the profit. This thesis studies the impact of the characteristics of Internet content providers and the market conditions faced by them on their competition strategies, market demand and profits. This thesis provides some good proposals to Internet content providers in the real word about their subscription fees and advertising decision-making, makes the Internet content providers are better able to make their own business decisions in the pursuit of maximizing their own interests, but also to provide better information for network users.
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