Производство, потребление и медиа: к постановке модели трехстороннего рынка

Production, consumption and media: towards formulating a three-sided market model

Sergey Vartanov ()

MPRA Paper from University Library of Munich, Germany

Abstract: . A wide body of literature on economic theory is devoted to the analysis of industrial goods markets with the possibility of advertising influence on demand. However, these models do not view media as industry entities with their own strategic goals and objectives. On the other hand, the main models of behavior of media firms, considering them as platforms connecting consumers with manufacturers (models of two-sided markets), do not take into account the simultaneous consumption of the products of industrial firms and their content by the audience and the production nature of the problems solved by industrial firms. In this regard, this paper proposes a methodology for constructing models of a new type of market, including three types of participants - consumers, media firms and industrial manufacturing firms. In accordance with the proposed methodology, a model of the simplest three-sided market is constructed, for which the questions of existence and properties of equilibrium are discussed. The results of such modeling can find application in the study of intersectoral interaction between the media industry and any industry.

Keywords: media strategy; media economy; strategy theory; consumer behavior; models of imperfect competition; media advertising market (search for similar items in EconPapers)
JEL-codes: C60 C70 D01 D11 D21 D60 M37 (search for similar items in EconPapers)
Date: 2020-08-31
New Economics Papers: this item is included in nep-com
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