建立於賽局理論上的數位影音服務行銷策略

Abstract

廣電與電信兩大產業提供數位影音服務後因獲利重疊而擦出火花，本研究希望透過賽局理論找出影響雙方競合策略的因素。 利用賽局理論與實務結合找出四種符合數位影音市場應用的營運模型與利潤函數(Profit functions)，再彙整利潤函數成為支付函數(Payoff functions)。雙方對判斷彼此策略訊息不完美時，透過混合策略(mixed strategy)支付函數推導出四種營運模型下雙方可共同依循的貝式納許均衡(Bayesian Nash Equilibrium)做為雙方優勢策略的依據。當利潤函數的訊息完全時，並且雙方策略相同則可達到單純策略(pure strategy)的納許均衡(Nash Equilibrium)，故本研究將有四組納許均衡的成立條件。最後透過優勢策略下雙方的預期利潤與納許均衡成立條件的結論做模擬分析，驗證雙方競合策略因素對預期利潤的影響。 本研究結論發現，雙方應該合作共同發展數位內容產業，提昇數位影音市場收入與數位化廣告市場利潤才是達成雙贏的優勢策略。

The purpose of this study is to help put into perspective what is going on in this underdeveloped market and opefully help give entrepreneurs some foresight into what is likely to happen in the future. Using the same theoretical analysis as is used in the Game Theory, this article will raise various points that will help entrepreneurs develop proper strategies for their business. After analyzing Game Theory and applying it to the business management, four management models, considered appropriate to the application on the digital content market, each with their own Profit functions are found worthy of consideration. The study will then calculate all Profit functions and integrate them into Payoff functions. As a result, there will be four sets of Nash Equilibriums that will be discussed in this study. Finally, via the conclusion predicted by the Profit functions and Nash Equilibriums that come out from different strategies, this study will be able to simulate, analyze, and verify the impact on benefits, when two industries are competing and cooperating with each other based on their different strategies. This study also suggests the broadcasters play a leading role in the management model, and that the money saved by telecommunication service providers will compensate their advertisement investments cost. On the other hand, the broadcasters will be able to extend their digital content market. For both of broadcasting and telecommunication industries, it will be a win-win situation.