從賽局理論探討頻道提供業者與系統業者之議價模式——以ESPN事件為例

從前HBO斷訊事件到最近的ESPN談判風波，國際衛星頻道與本土有線電視系統業在頻道購買的議價上一直存在著問題。由於此定價決策為經濟學談判與制定策略的範圍，因此本文以ESPN降價風波為例，從賽局理論的議價理論出發，先定義了有線電視產業的結構是屬於寡頭壟斷的市場，再分析系統商與頻道商間的優勢轉移成為「系統商領導」。最後把議價賽局以擴展示的賽局表現法，使用賽局樹這個樹枝狀的表示法，試圖找尋出在ESPN降價風波中兩造雙方所處的「子賽局完美均衡」

From the case of HBO to the recently case of ESPN, between international satellite-TV industries and local cable system industries, there are always some continuous problems on ultimatum of channels buying. Pricing policy is the category of negotiation and strategic decision making in economics; therefore, according to the case of ESPN we defined that the structure of cable industry is a monopoly market, and analyzed “system leading,” the transference between both parts in the Ultimatum theory of Game theory. At the end making use of Extensive Form Game and Game Tree. We tried to find out the “Sub-game Perfect Nash Equilibrium” between both arts in this case.