数字内容分发平台与商业模式的研究
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摘要
互联网创造了一个新的平台,在这个平台上可以产生各种类型的数字内容、服务、以及工业组织,同时互联网加速了信息革命,促进产生了许多新的信息系统应用和新的商业模式。近年来信息技术的迅猛发展,使得互联网上的信息量呈爆炸性的增长,丰富的信息资源造成了注意力的贫乏。于是在互联网上出现了许多第三方,诸如阿里巴巴,这些第三方既帮助交易的双方,又通过提供平台服务获得相应的收益。
这些第三方需要认真考虑如何充分利用互联网,形成最适合自己的有效的运作方式。在此背景下,有关数字内容分发平台与商业模式的研究逐渐受到众多学者和企业管理者的关注。但是如何更好地依赖ICT信息技术基础实现商业的进一步发展,对于数字内容分发平台来说是一个大的挑战,如何构建商业模式,调整商业模式中各种成员的关系,探索网络经济的利益分配机制,这是今天我们需要认真考虑的课题。
本文采用市场微观结构、交易成本、信息经济学、微观经济学等理论建立数学模型并结合其它方法来研究数字内容分发平台与商业模式,提出了数字内容分发平台的“服务理念→商业模式→平台功能集→系统结构”的设计方法论。
首先,论文介绍了商业模式和市场微观结构理论的研究现状,说明了研究商业模式和市场微观结构理论的必要性和意义。
然后,本文利用市场微观结构理论证明数字内容分发平台的效率,从理论上支持数字内容分发平台的服务理念的价值观(创造价值和捕获价值)。
从数字内容分发平台的服务理念的价值观的角度(创造价值)建立两个基本性质模型,对比平台采取平台方式(收取服务费)与所有权转变方式(买卖价差)对其的影响,证明平台要获益,就需要为消费者和内容供应商创造价值,从而为后续章节的讨论奠定了基础。
建立了减少交易成本模型,分析了平台的存在和运营模式,从理论上证明了当来自平台的交易收益超过直接交易的收益,平台就会出现。建立了减少信息不对称模型,证明了平台获得的收益取决于高质量数字内容所占的比例、买卖双方对低质量数字内容的评价、平台对高质量数字内容的买卖双方所收取的服务费三个主要因素,解释了平台为了利益最大化,需要高质量和低质量数字内容并存,且平台对低和高质量产品收取不对称服务费的现象。
从数字内容分发平台的服务理念的价值观的角度(捕获价值),在考虑网络外部性的情况下,建立了六种定价模型,讨论了数字内容分发平台在考虑网络外部性时的六种定价方式,试图通过六种定价模型的对比分析,对于数字内容分发平台选取哪种定价方式,以及每种定价方式对平台的运作影响进行一些有益探索。
接着,基于数字内容分发平台的服务理念的价值观(创造价值和捕获价值),结合数字内容的特点和平台本身作为第三方服务的电子商务企业的特点,给出了数字内容分发平台商业模式的定义,基于分维理论建立了数字内容分发平台商业模式的结构维度模型OVRGN,并增加了两个关联性维度,建立了数字内容分发平台的一般结构模型XYOVRGNHJI。
并将数字内容分发平台商业规划分为平台战略、商业模式、商业流程和资源与能力四个层次,将平台商业规划层次结构与信息系统结构模型进行了对比,建立了数字内容分发平台的商业规划层次结构模型。
基于数字内容分发平台的商业模式及其结构维度模型OVRGN,界定数字内容分发平台的功能集合,从而建立了一个结合P2P、DRM和CDN的IPCDN逻辑模型,它包括数字内容分发平台网络逻辑层次结构模型和数字内容分发平台功能逻辑层次结构模型。
此外,定义了Agent、Ontology、和基于SOA理念表示业务流程的Function Agent;设计了包括实现不同的功能的五类Agent的Agency组成层次结构模型;采用结合了SOA理念的Function Agent和Agency组成层次结构模型相结合的方法设计了两个KMS系统模型进行应用模拟,从而建立了平台系统层次结构模型。
最后总结了全文的主要内容和创新之处,并指出了进一步研究的方向。
Internet has created a new world-wide technology platform. A variety of new types of digital content, service, organization have been produced based on this platform. The Internet has stimulated the information revolution, and promoted the new application areas of the information system and the generation of new business models. Due to the rapid development of information technology, information has grown explosively on the Internet. Rich information resources lead to the lack of attention. Thus, many third-parties appear on the Internet.
Third-parties help transactions between consumer and content provider, obtain the income by providing a platform or playing a brokering role, and result in a variety of transaction patterns in digital content market. These third parties need to seriously consider how to make the best use of the Internet to create the most effective operation model. Against this background, the digital content distribution platform and business model increase the concerns of a great deal of scholars and enterprise managers.
But how best to rely on the ICT technology infrastructure to realize the further commercial development is a big challenge for digital content distribution platform. And how to build a business model, adjust business model to harmonize the relationship among the various members, and explore the interests allocation mechanism of the network economy, are the topic which today we need to consider earnestly.
In this dissertation, mathematical models based on market microstructure theory, transaction costs theory, information economics theory, and microeconomics theory, and so on, and other methods are used to study digital content distribution platform and business model. And this dissertation proposes the design methodology of digital content distribution platform: "service idea→business model→platform function set→system structure".
Firstly, the origins and the backgrounds of the business model and market microstructure theory are introduced. And the necessity and significance of studying business model and market microstructure theory are explained.
Then, the market microstructure theory is used to prove the efficiency of digital content distribution platform, to theoretically support the service idea values of digital content distribution platform (to create value and capture value).
From the perspective of the service idea values of digital content distribution platform (to create value), two basic property models are established: comparing the impact of the platform way (charging service fees) to the impact of ownership changes way (bid-ask) on its benefits, and proving that its benefits depend on the value creating for consumers and content providers. Thus lay the foundation for the following chapter's discussion.
The reduction transaction cost model is introduced, which analyzes existence and operating model of the platform, and theoretically proves that the platform will appear when benefits from the platform transaction exceed the direct transaction.
The information asymmetrical model is developed, which proves the platform earnings depend on the proportion of high-quality digital content, low-quality assessment to digital content of both buyer and seller, and the service fee of high-quality buyers and sellers charged by platform, and explains the need of platform for coexisting of high-quality and low quality digital contents in order to maximize the benefits, and the asymmetry phenomenon of service fee that platform charges for low-and high-quality products and service.
From the perspective of the service idea values of digital content distribution platform (to capture value), considering the Network Externalities, six pricing models are founded, which is used to analyze the nature of six pricing models to the platform by comparing the six pricing way. And those six pricing models can help platform select which pricing model from those to maximize the benefits.
Next, based on the service idea values of digital content distribution platform (to create value and capture value), and combined with the characteristics of digital content and characteristics of third-party services as the e-commerce businesses, definition of business model of digital content distribution platform is advanced, and so do the digital content distribution platform business model structure dimensional model "OVRGN" based on the fractal dimension theory and digital content distribute platform general structural model "XYOVRGNHJI" by increasing two related dimension.
Business planning of digital content distribution platform is divided into the platform strategy, business model, business processes, and resources and the capacity four levels. And by comparing platform business planning hierarchical structure to information system structure model, the business planning hierarchical structure model of the digital content distribution platform is introduced.
In addition, based on digital content distribution platform business model and its structure dimensional model "OVRGN", the functions set of digital content distribution platform is defined, so as to found the IPCDN logic model which combine P2P, DRM and CDN, which includes the digital content distribution platform network-level logic structure model and the digital content distribution platform function logic hierarchical structure model.
After these definitions of Agent, Ontology, and the SOA-based Function Agent; this dissertation designs the Agency component hierarchy model, which includes five types of Agent that achieve different functions, and designs two KMS system models to simulate the KMS application based on the Agency component hierarchy model and Function Agent, so as to presents system level model of the digital content distribution platform.
Finally, the full text main content and the innovations are summarized, and the directions for further research are pointed out.
这些第三方需要认真考虑如何充分利用互联网,形成最适合自己的有效的运作方式。在此背景下,有关数字内容分发平台与商业模式的研究逐渐受到众多学者和企业管理者的关注。但是如何更好地依赖ICT信息技术基础实现商业的进一步发展,对于数字内容分发平台来说是一个大的挑战,如何构建商业模式,调整商业模式中各种成员的关系,探索网络经济的利益分配机制,这是今天我们需要认真考虑的课题。
本文采用市场微观结构、交易成本、信息经济学、微观经济学等理论建立数学模型并结合其它方法来研究数字内容分发平台与商业模式,提出了数字内容分发平台的“服务理念→商业模式→平台功能集→系统结构”的设计方法论。
首先,论文介绍了商业模式和市场微观结构理论的研究现状,说明了研究商业模式和市场微观结构理论的必要性和意义。
然后,本文利用市场微观结构理论证明数字内容分发平台的效率,从理论上支持数字内容分发平台的服务理念的价值观(创造价值和捕获价值)。
从数字内容分发平台的服务理念的价值观的角度(创造价值)建立两个基本性质模型,对比平台采取平台方式(收取服务费)与所有权转变方式(买卖价差)对其的影响,证明平台要获益,就需要为消费者和内容供应商创造价值,从而为后续章节的讨论奠定了基础。
建立了减少交易成本模型,分析了平台的存在和运营模式,从理论上证明了当来自平台的交易收益超过直接交易的收益,平台就会出现。建立了减少信息不对称模型,证明了平台获得的收益取决于高质量数字内容所占的比例、买卖双方对低质量数字内容的评价、平台对高质量数字内容的买卖双方所收取的服务费三个主要因素,解释了平台为了利益最大化,需要高质量和低质量数字内容并存,且平台对低和高质量产品收取不对称服务费的现象。
从数字内容分发平台的服务理念的价值观的角度(捕获价值),在考虑网络外部性的情况下,建立了六种定价模型,讨论了数字内容分发平台在考虑网络外部性时的六种定价方式,试图通过六种定价模型的对比分析,对于数字内容分发平台选取哪种定价方式,以及每种定价方式对平台的运作影响进行一些有益探索。
接着,基于数字内容分发平台的服务理念的价值观(创造价值和捕获价值),结合数字内容的特点和平台本身作为第三方服务的电子商务企业的特点,给出了数字内容分发平台商业模式的定义,基于分维理论建立了数字内容分发平台商业模式的结构维度模型OVRGN,并增加了两个关联性维度,建立了数字内容分发平台的一般结构模型XYOVRGNHJI。
并将数字内容分发平台商业规划分为平台战略、商业模式、商业流程和资源与能力四个层次,将平台商业规划层次结构与信息系统结构模型进行了对比,建立了数字内容分发平台的商业规划层次结构模型。
基于数字内容分发平台的商业模式及其结构维度模型OVRGN,界定数字内容分发平台的功能集合,从而建立了一个结合P2P、DRM和CDN的IPCDN逻辑模型,它包括数字内容分发平台网络逻辑层次结构模型和数字内容分发平台功能逻辑层次结构模型。
此外,定义了Agent、Ontology、和基于SOA理念表示业务流程的Function Agent;设计了包括实现不同的功能的五类Agent的Agency组成层次结构模型;采用结合了SOA理念的Function Agent和Agency组成层次结构模型相结合的方法设计了两个KMS系统模型进行应用模拟,从而建立了平台系统层次结构模型。
最后总结了全文的主要内容和创新之处,并指出了进一步研究的方向。
Internet has created a new world-wide technology platform. A variety of new types of digital content, service, organization have been produced based on this platform. The Internet has stimulated the information revolution, and promoted the new application areas of the information system and the generation of new business models. Due to the rapid development of information technology, information has grown explosively on the Internet. Rich information resources lead to the lack of attention. Thus, many third-parties appear on the Internet.
Third-parties help transactions between consumer and content provider, obtain the income by providing a platform or playing a brokering role, and result in a variety of transaction patterns in digital content market. These third parties need to seriously consider how to make the best use of the Internet to create the most effective operation model. Against this background, the digital content distribution platform and business model increase the concerns of a great deal of scholars and enterprise managers.
But how best to rely on the ICT technology infrastructure to realize the further commercial development is a big challenge for digital content distribution platform. And how to build a business model, adjust business model to harmonize the relationship among the various members, and explore the interests allocation mechanism of the network economy, are the topic which today we need to consider earnestly.
In this dissertation, mathematical models based on market microstructure theory, transaction costs theory, information economics theory, and microeconomics theory, and so on, and other methods are used to study digital content distribution platform and business model. And this dissertation proposes the design methodology of digital content distribution platform: "service idea→business model→platform function set→system structure".
Firstly, the origins and the backgrounds of the business model and market microstructure theory are introduced. And the necessity and significance of studying business model and market microstructure theory are explained.
Then, the market microstructure theory is used to prove the efficiency of digital content distribution platform, to theoretically support the service idea values of digital content distribution platform (to create value and capture value).
From the perspective of the service idea values of digital content distribution platform (to create value), two basic property models are established: comparing the impact of the platform way (charging service fees) to the impact of ownership changes way (bid-ask) on its benefits, and proving that its benefits depend on the value creating for consumers and content providers. Thus lay the foundation for the following chapter's discussion.
The reduction transaction cost model is introduced, which analyzes existence and operating model of the platform, and theoretically proves that the platform will appear when benefits from the platform transaction exceed the direct transaction.
The information asymmetrical model is developed, which proves the platform earnings depend on the proportion of high-quality digital content, low-quality assessment to digital content of both buyer and seller, and the service fee of high-quality buyers and sellers charged by platform, and explains the need of platform for coexisting of high-quality and low quality digital contents in order to maximize the benefits, and the asymmetry phenomenon of service fee that platform charges for low-and high-quality products and service.
From the perspective of the service idea values of digital content distribution platform (to capture value), considering the Network Externalities, six pricing models are founded, which is used to analyze the nature of six pricing models to the platform by comparing the six pricing way. And those six pricing models can help platform select which pricing model from those to maximize the benefits.
Next, based on the service idea values of digital content distribution platform (to create value and capture value), and combined with the characteristics of digital content and characteristics of third-party services as the e-commerce businesses, definition of business model of digital content distribution platform is advanced, and so do the digital content distribution platform business model structure dimensional model "OVRGN" based on the fractal dimension theory and digital content distribute platform general structural model "XYOVRGNHJI" by increasing two related dimension.
Business planning of digital content distribution platform is divided into the platform strategy, business model, business processes, and resources and the capacity four levels. And by comparing platform business planning hierarchical structure to information system structure model, the business planning hierarchical structure model of the digital content distribution platform is introduced.
In addition, based on digital content distribution platform business model and its structure dimensional model "OVRGN", the functions set of digital content distribution platform is defined, so as to found the IPCDN logic model which combine P2P, DRM and CDN, which includes the digital content distribution platform network-level logic structure model and the digital content distribution platform function logic hierarchical structure model.
After these definitions of Agent, Ontology, and the SOA-based Function Agent; this dissertation designs the Agency component hierarchy model, which includes five types of Agent that achieve different functions, and designs two KMS system models to simulate the KMS application based on the Agency component hierarchy model and Function Agent, so as to presents system level model of the digital content distribution platform.
Finally, the full text main content and the innovations are summarized, and the directions for further research are pointed out.
引文
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