基于双边市场的传媒产业政府规制

在双边市场理论的框架下,建立了自由进入的电视媒介竞争模型.结果表明:在自由进入的媒体企业竞争市场中,自由市场竞争均衡的广告量小于社会福利最大化的广告量,且市场中存在太多的媒体企业数目;为了达到社会福利最大化,政府产业管制部门应该加强对市场进入的管制,征收一定的进入许可费,并且给予必要的补贴.

Study on the Regulation of Media Industry Based on Two-Sided Markets

This paper built a media firms competition model in the free entry media markets based on the two-sided markets theoretical frame.The results show that the equilibrium level of adverting is less than the social welfare level in the free entry media markets,and the amount of the media firms is excessive.For the sake of the maximal social welfares,the governmental industrial regulatory department should strengthen the regulation on the market entry,collect license fees of entry,and give the necessary subsidies.