隨著數位技術的飛速進步，製作節目所需的硬體和軟體上變得更加高效，不僅降低了節目製作的成本，也使得上游節目供應市場迅速擴張，進而讓上游節目供應市場的競爭愈加激烈。本文建構一個在雙邊市場中獨佔的媒體平台，並納入不同競爭程度之上游節目供應市場，探討平台採用免費加值定價模式下，其訂價行為及策略。主要結果顯示，不論當節目成本下降，或是節目市場競爭程度提高時，節目量都會因為上游節目定價的降低而增加，進而使加值版本的定價增加，且購買加值版本的收視戶減少。同時，節目量的增加吸引更多的收視戶加入平台，因此，平台會選擇降低每單位的廣告價格且提高廣告量。然而，當收視戶對節目內容的喜好程度上升時，平台的節目量會下降。同時，使加值版本的訂閱費用增加，且購買加值版本的收視戶減少。此時，收視戶更加喜歡平台提供的服務，因此不會輕易退出平台，所以平台會提高廣告量且降低每單位的廣告價格。在上述的三種情況中，平台的利潤、收視戶的消費者剩餘、廣告商剩餘，以及社會福利皆會增加。

With the rapid advancement of digital technology, program production costs have significantly decreased, leading to highly intense competition in the upstream program supply market. This paper examines a monopoly media platform within a two-sided market, incorporating upstream program supply markets with different degrees of competition, and focuses on the platform's freemium pricing strategy. The main findings indicate that with decreased production costs or intensified market competition, the program quantity on the platform increases due to lower upstream program prices. Consequently, the subscription fee for the premium version rises, and fewer viewers purchase it. The increased program quantity attracts more viewers to the platform, leading the platform to lower the ad prices and thus increases the number of ads. However, when viewers' valuation for program content increase, the program quantity on the platform decreases, raising the premium subscription fee and further reducing premium viewers. At this point, viewers find the platform's services more attractive, allowing the platform to increase the number of ads, leading to lower ad prices. In all three scenarios, the platform's profits, viewer surplus, advertiser surplus, and social welfare all increase.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 v
第一章 前言 1
第二章 文獻回顧 4
第三章 模型設定 7
3.1節目供應市場為獨佔 9
3.2節目供應市場為完全競爭 13
第四章 結論 20
中文參考文獻 22
英文參考文獻 23

陳冠勳(2021)。《免費加值定價模式下之平台品質與廣告》，碩士論文，國立中山大學經濟學研究所。
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