摘要：本节研究将模型从一个关键的外生假设中解放出来，探讨了当平台的收入分成比例 θ 不再是一个外部给定的参数，而是由供应链核心企业——出版商——作为战略工具内生决策时，将如何影响整个系统的均衡。这种设定更符合商业现实，例如在网络音乐产业中，拥有版权的内容出版商（如大
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Today, the editor brings the " In-Depth Journal: Blockchain Investment and Copyright Protection Strategies in the Digital Publishing Supply Chain —θ Endogenous".
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一.思维导图（Mind Mapping)
二.精读内容（Intensive reading content）
本节研究将模型从一个关键的外生假设中解放出来，探讨了当平台的收入分成比例 θ 不再是一个外部给定的参数，而是由供应链核心企业——出版商——作为战略工具内生决策时，将如何影响整个系统的均衡。这种设定更符合商业现实，例如在网络音乐产业中，拥有版权的内容出版商（如大型唱片公司）相对于销售平台（如流媒体服务商）往往具备更强的谈判能力，能够主导利润分配方案。为此，模型的决策顺序被重构为一个三阶段的博弈：首先，出版商决策给予平台的分成比例 θ；随后，平台在观测到该分成比例后，决策是否投资区块链以及确定版权保护强度 λ；最后，出版商再次决策产品的销售价格 p。这一顺序变化使得 θ 从一个被动的分配参数，转变为一个主动的、前瞻性的战略变量，出版商需要利用它来影响平台的投资行为，从而最终服务于自身利润最大化的目标。
This section liberates the model from a key exogenous assumption, exploring how the equilibrium of the entire system is affected when the platform's revenue share ratio θ is no longer an externally given parameter but is instead endogenously determined by the core enterprise in the supply chain—the publisher—as a strategic tool. This setting better aligns with commercial realities, such as in the online music industry where copyright-holding content publishers (e.g., major record labels) often possess stronger bargaining power than sales platforms (e.g., streaming services), enabling them to dictate profit-sharing arrangements. Accordingly, the model's decision sequence is restructured into a three-stage game: First, publishers decide the revenue share ratio θ allocated to platforms. Subsequently, platforms observe this ratio and decide whether to invest in blockchain technology while determining the copyright protection strength λ. Finally, publishers re-decide the product sales price p. This sequence transformation transforms θ from a passive allocation parameter into an active, forward-looking strategic variable. Publishers must leverage it to influence platform investment behavior, ultimately serving their profit-maximization objective.
由于模型在引入内生 θ 后变得高度复杂，难以求得解析解，本研究采用了数值分析的方法来揭示其内在规律。参考相关文献并考虑现实情况，参数被设定为正版与盗版消费者规模相等（a = 0.5），并选择了一个适中的区块链投资成本（F = 0.03125），以确保在特定条件下投资区块链具有可行性。通过数值模拟得到的图，清晰地展示了出版商的决策逻辑及其随外部环境（以传统版权保护成本系数 k 为代表）变化的动态过程。
Given the model's heightened complexity after introducing endogenous θ, which precludes analytical solutions, this study employs numerical analysis to uncover its underlying patterns. Drawing from relevant literature and practical considerations, parameters are set with equal proportions of legitimate and pirated consumers (a = 0.5) and a moderate blockchain investment cost (F = 0.03125) to ensure blockchain investment feasibility under specific conditions. Figure derived from numerical simulations, clearly illustrates the publisher's decision logic and its dynamic evolution with changes in the external environment (represented by the traditional copyright protection cost coefficient k).
图(a)揭示了出版商在不同成本环境下的模式偏好。当传统版权保护成本极低时（0 0.371），区块链模式则成为出版商的最优选择，因为这是夺回被盗版侵蚀市场的唯一途径。而在一个关键的成本适中区间（0.371
Figure (a) reveals the publisher's mode preferences under different cost environments. When traditional copyright protection costs are extremely low (0 0.371), the blockchain model becomes the optimal choice for publishers, as it represents the sole means to reclaim market share eroded by piracy. Within a critical moderate cost range (0.371
这一反直觉的现象背后，是出版商精明的“以分成换市场”战略。在成本适中的灰色区域，传统模式的利润正在衰减，但平台投资区块链的动机可能因固定的投资成本 F 而不足。此时，出版商通过提高平台的分成比例，实质上是主动让利，与平台分担投资风险，从而极大地增强了平台投资区块链的意愿。一旦平台被成功激励并投资区块链，整个正版市场将被激活，市场规模从仅限于正版消费者（规模 a）扩张至全体消费者（规模1）。根据命题2，出版商随后可以对这一统一定价，其利润函数为 Π_S^B = (1-θ)/4。尽管分成比例 θ 提高了，但急剧扩大的市场基数确保了出版商的绝对利润总额不降反升。这深刻地说明，在面对重大技术变革时，核心企业有时需要牺牲部分分配比例，以换取做大整个利润蛋糕，最终实现自身收益的跨越式增长。
This counterintuitive phenomenon stems from publishers' shrewd “market-for-share” strategy. In this gray zone, traditional model profits are declining, yet platforms may lack sufficient incentive to invest in blockchain due to fixed investment costs F. By increasing their share, publishers effectively share investment risks with platforms—a deliberate concession that dramatically boosts platform willingness to invest in blockchain. Once platforms are successfully incentivized to invest in blockchain, the entire legitimate market is activated, expanding from legitimate consumers only (scale a) to all consumers (scale 1). According to Proposition 2, publishers can then implement uniform pricing, yielding a profit function of Π_S^B = (1-θ)/4. Despite the increased revenue share θ, the dramatically enlarged market base ensures publishers' absolute total profits actually rise rather than fall. This profoundly illustrates that when facing major technological transformations, core enterprises sometimes need to sacrifice part of their allocation ratio to enlarge the entire profit pie, ultimately achieving leapfrog growth in their own returns.
综上所述，本节的拓展分析极大地丰富了模型的战略内涵。它表明，在数字出版供应链中，强大的出版商不仅可以通过事后契约（如成本分担）进行协调，更能通过事前的战略参数（收入分成）设计，来主动引导合作伙伴做出对整体供应链乃至自身最有利的长期技术投资决策。出版商的收入分成策略应是一个动态的、依状态而定的精细工具，而非一成不变，尤其是在传统模式与区块链模式的临界区域，主动且策略性的让利是推动技术升级并抢占市场先机的关键。
In summary, this section's extended analysis significantly enriches the model's strategic implications. It demonstrates that within the digital publishing supply chain, powerful publishers can coordinate not only through ex-post contracts (e.g., cost-sharing) but also proactively guide partners toward optimal long-term technological investments—benefiting both the supply chain and themselves—by designing ex-ante strategic parameters (revenue sharing). Publishers' revenue-sharing strategies should be dynamic, state-dependent precision tools rather than static fixtures. Particularly in the transitional zone between traditional and blockchain models, proactive and strategic concessions are pivotal for driving technological advancement and seizing market opportunities.
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参考资料：百度百科，deepseek
参考文献：甄烨,田佳乐,王文利.数字出版供应链下区块链投资与版权保护策略[J].系统管理学报,2024,33(3):589-600.
翻译：文心一言
编辑：熙
排版：熙
审核：qin
来源：LearningYard学苑
