隨著網路科技的進步與平台經濟蔚為風潮下，OTT (Over-The-Top) 平台快速崛起，與一般市場不同， OTT 為一個具有同邊網路效應的雙邊市場，使用者不僅注重平台上的內容，也會隨著使用平台的人數增加，而增加訂閱平台的意願。本研究建構一雙佔的雙邊市場模型，供應鏈中有兩家平台商面對兩邊的市場，以分潤形式取得其中一邊—開發商市場提供的內容，用以吸引另一邊—具同邊網路效應的使用者市場訂閱平台，並提出三種平台的開發策略 (1) 專屬開發策略 (2) 自製策略 (3) 非專屬開發策略，接著推導各開發策略下，平台商的價格決策以及開發商的開發量決策，並利用解析分析以及數值分析探討並比較各開發策略對供應鏈的影響。本研究分析後發現 (1) 專屬開發策略適合應用在網路效用弱且競爭程度中的情況 (2) 自製策略適合應用在當網路效用強以及網路效用弱且競爭程度高或是開發商對內容的期望分潤過高 (3) 非專屬開發策略適合應用在網路效用弱且競爭程度低的情況。

Recently, one special platform growing up quickly, OTT (Over-The-Top). The OTT platforms are the two-sided markets with direct network effects. Briefly, the users of the platforms not only focus on the services of the platforms but also the numbers of the users. It means that the more users use it, the more willing you will be to subscribe to it. We developed a Duopoly model of the two-sided market where there are two platforms using revenue-sharing contracts to get the contents from one side — the developers market, use the contents to attract the other side — users to subscribe. We introduce three development strategies: (1) Proprietary strategy (2) Self-developed strategy (3) Non-proprietary strategy and derived the pricing decisions of platforms and the developing decisions under three strategies. We carry out an analysis of the impacts and the differences between these three strategies. We find out that (1) when the network effect is weak and the competition of the market is intense, it is appropriate to use Proprietary strategy (2) when the network effect is strong, the customer network effect is weak and the developer's expectation of the revenue sharing of the contents is too high or the competition of the market is highly intense, it is appropriate to use self-developed strategy (3) when the network effect is weak and the competition of the market is not intense, it is appropriate to use Non-proprietary strategy.

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