新媒體分潤架構初探：區塊鏈應用於數位內容獲利機制

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题名:	新媒體分潤架構初探：區塊鏈應用於數位內容獲利機制
作者:	孫協佑;Suen, Hsieh-Yo
贡献者:	資訊管理學系
关键词:	區塊鏈;智能合約;Dapp;分潤機制;新媒體;直播串流媒體;Blockchain;Smart Contract;Dapp;Profit Sharing;New media;LiveStreaming Media
日期:	2022-01-27
上传时间:	2022-07-13 22:46:50 (UTC+8)
出版者:	國立中央大學
摘要:	近年網路新媒體已逐漸佔據目前主流媒體市場通路，而新媒體的流量與曝光度一大部分取決於與其合作之數位內容創作者，由其提供優質的內容行銷來決定。而分潤機制是公司平台與數位內容創作者間重要的聯繫紐帶，更是目前大多數的數位內容創作者的重要獲利來源之一。分潤機制的好壞，公平與否是一個很好的保健因素能激勵創作者產出更好的內容，提升整體產業環境健康。本研究旨在探討的核心問題為：如何使用智能合約改進分潤機制的問題。本研究探討了目前主流網路新媒體的分潤機制，並專注於串流直播產業，分析其市場龍頭（Twitch, Youtube）的分潤模式，並嘗試提出符合去中心化精神的概念性分潤機制。本研究將基於區塊鏈與智能合約，提出一雙面向框架之系統。為了使其應用類別能更好地貼近目前串流媒體市場，提出一個改良現行產業分潤模式之架構，並根據注重之性質面向的不同分為試驗性分潤模式TSPPS(Testing streaming platform profit sharing mechanism)與Synergy with SV兩種框架模式。TSPPS能以市場去中心化為前提，藉由智能合約的特性，減少中間成本，以公平合理的分潤機制進行利潤分配，而Synergy with SV則著重於串流產業社群所產生的綜效收益及分配。 ;In recent years, cyber media has gradually occupied the current mainstream media market, and the flow and exposure of new media depends largely on the digital content creators with whom it cooperates, and they are determined by their high-quality content marketing. The profit sharing mechanism has a strong link between the company′s platform and digital content creators, and it is also an important source of profit for most digital content creators. Whether the profit sharing mechanism is good or not, fairness or not is a good Hygiene factors that can motivate creators to produce better content and improve the overall healthy level of the industrial environment. The core issue this thesis aims to explore is how to use smart contracts to improve the profit sharing mechanism. The thesis explores the current mainstream Internet new media′s profit sharing mechanism, and focuses on the live streaming industry, analyzes the profit sharing model of its market leaders (Twitch, Youtube), and tries to come up with a conceptual analysis that conforms to the spirit of decentralized profit sharing mechanism. This research will propose a framework-oriented system based on blockchain and smart contracts. In order to make its application category more close to the current streaming media market, a framework to improve the current industry profit sharing mechanism is proposed, and it is divided into a experimental profit sharing mechanism TSPPS (Testing streaming platform profit sharing mechanism) and Synergy with SV two framework modes ,which are according to focusing on different dimensions and properties. Based on the premise of market decentralization, TSPPS can reduce intermediate costs and distribute profits through a fair and reasonable profit sharing mechanism by virtue of the characteristics of smart contracts, while Synergy with SV focuses on the synergistic benefits generated by the streaming industry community and distribution.
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