【摘要】 网络电视(IPTV)是全新的电信业与传媒业的“融合”业务。文章将2×2的Bertrand模型引入到分析网络电视的运营模式中,具体分析了四种基本的市场结构,并进行价格和社会总效用相互比较。文章的最后为网络电视的发展提出了两点建议:(1)整合产业链进行优势互补;(2)运营模式的深入探索和创新。更多还原

【Abstract】 IPTV is a newly emerged mixture of telecommunication industry and media industry. By applying 2×2 Bertrand model to the analysis of IPTV modes, the paper analyzes four basic market structures, makes a comparison between price and total social utilities. Finally the article puts forward two proposals for IPTV′s development.更多还原