From economics to website operation: Lighthouse Theory and original content

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In early England, the construction of lighthouse facilities was provided by private management. Due to frequent accidents at sea and to meet the needs of Navigators for lighthouse Services, some coastal families have themselves paid for the construction of lighthouse, and then charged to the vessel according to the size and frequency of the past vessels, in order to maintain the daily cost of the lighthouse and to obtain a certain profit.

After a period of operation, his builders gradually discovered that the ships in the past always managed to evade payment. They either bypassed the lighthouse or simply refused to pay for the name they knew about the sea. The builders can only hire more people to strengthen their management, but they do not have the power to enforce the law. Moreover, hiring increases the cost of builders, and slowly they become more than they can make ends meet, and the private lighthouse is slowly closed. However, the demand for lighthouses on the sea has always existed, and it can only be built by the government.

The government's operation of the lighthouse has just begun to make people happy, as it seems to have saved resources by not paying the fees. But it was not long before we found that the lighthouse was a lot more damaging than the private sector, but it was something that everyone did not care about, and the government spent much more on the maintenance of the lighthouse than on the cost of private business. Moreover, the surface of the ship did not pay, but in fact, the government to set aside for the construction and maintenance of the lighthouse is also the taxpayer's money, from the point of view of the whole social resource allocation, this part of the allocation of resources is inefficient.

This is the lighthouse theory, which is widely studied in economics, the core of this theory is the profound reflection of a society in dealing with the problem of public goods, and in the history of economics, several super bulls have put forward their own economic views of lighthouse theory, such as Stuart, Kota Kinabalu and Samuelson (note, This person is the economist Daniel, in the future article I will share his economics related content, at present our country main economics work and the university curriculum many theories, is based on this uncle's research.

The Super Economics Bull, Samuelson.

Then the lighthouse theory in the website operation, actually also has its performance, the important reaction is people to the original content processing.

We all know that measuring a website professionally or not, to a large extent, the original content of the site, but now many sites, even major stations in a large number of collection of other people's original content, due to the current search engine technology is immature, often collect content as an original and give the collection station better rankings, original station even without any traffic , in vain to other sites to do content.

In the network of this phenomenon can be said to be the lighthouse theory of the alternative response, the content of the original site in the provision of high-quality content in the Internet at the same time, in fact, is also the hope that through the content of the reprint and dissemination of the results of the plan: The increase in traffic, website visibility and

But in addition to very few reprint stations are willing to pay a certain fee, most of the reprint stations are basically free use of the network original content, and even a lot of sites even reprint the source address is not labeled, over time, the original station will find their results can not be recognized by the market, due to the original and investment in energy and money can not get the corresponding return, As the lighthouse operator above, it will begin to enter the original atrophy stage.

And the Government to assume the responsibility of original content, this is possible in the traditional field, but in the internet is simply an impossible task, a wide range of content requirements led to a variety of levels, multi-angle content delivery platform, the government's influence on the internet due to the characteristics of the network has undergone major changes, for the original field, The role of government in the lighthouse theory has been reduced to the lowest, and the key research is to face the original article, how to correctly deal with the original platform and the income of the platform.

Unfortunately, through economic theory can not find a solution to the problem, and the general merchandise is different, information products, with public goods and commercial goods dual characteristics, and these characteristics, directly determine the original platform can not effectively and reprint platform for effective communication and get the best problem solution.

Non-exclusivity of the so-called goods means: the producers and purchasers of goods cannot or need to spend high cost to exclude others from the benefits of obtaining the goods, for example, many of the original articles at the bottom of Xinhua, there are copyright notices, if not a cooperative site is not strictly reproduced, but really can have a few? Not to mention moral issues, even the writers themselves may be published on blogs and other occasions, after two of times spread through other platforms, the best thing to do in copyright is the broadcast of the Beijing Olympic Games, almost no other platform to steal the opening ceremony of the Olympic Games, But here, please note that I used an almost, and this is basically the use of the full force of the national network to control, that the common original content is basically impossible to be effectively controlled scope.

The second characteristic of public goods is non-competitive. This is related to the increased cost of consumer goods. Usually, when we increase the consumption of a unit of goods, producers must spend a certain amount of cost to produce more than one unit, which is the characteristics of ordinary goods, consumer demand pull production, but information products are rarely able to fully possess such characteristics, such as, The cost of the news commentary articles provided by the original platform is not very much related to whether someone clicks on it, if the cost of the society is equal to zero when increasing the consumption of a unit of goods, the commodity is of a non-competitive character and the commodity is a public item.

Measuring original content in a non-exclusive and non-competitive form, we find that original content unexpectedly is a typical public goods, we create a large number of works in the dissemination of theories and ideas at the same time, viewers and reprint platform can benefit, other items such as milk coffee, a person want to use after people can no longer want to use, and original content is not so, More than one site reprint will not make the content of the article less, but you only pay the corresponding currency in the supermarket to get milk coffee, in the real network environment, even if there is no indication, you can enjoy the information to bring you the Reading guide.

That's why many websites are reluctant to share content, but have to accept the economics of original information being reproduced in large numbers. And then turn the issue over to the lighthouse theory, many economists in Europe and America have seen the lighthouse theory of private operating lighthouse problems, and the government operating lighthouse and the huge waste of the phenomenon, have put forward their own views and views, the most famous is the Professor Coase proposed a new point of view, he thought, It is not that the private lighthouse system itself is inefficient, but that the government's work on the relevant system has not been done well, leading to the evolution of the private lighthouse system into a public lighthouse system. As long as the government completes the relevant system guarantee, the efficiency of the private lighthouse system is obviously higher than the public lighthouse system. The government can encourage private lighthouse operators to compete to avoid the violence that they derive from the exclusive monopoly to raise their fees and charges, and to give them the full force of their fees and profits through property rights, as well as to ensure the implementation of the national coercive power, and to encourage private provision of such public goods by lighthouse. Give some concessions on policy. Through the perfection of the system, the private management under the supervision of government can solve the problem of the high cost of private transaction and solve the problem of wasting resources under the Government's operating efficiency.

Then the above theory into the net original content of the grasp, I personally think can be seen as: the Government or search engine (this more real), should pay more attention to the original create the weight of the origin and related policy support, through the timely increase in weight, real-time monitoring content and other means to give the original platform more power Strengthen the interaction with the original platform, encourage the original platform for financing and expand the content of knowledge level, to eliminate the long lighthouse phenomenon, resulting in the lack of motivation of the original platform and consequent continuous loss of the phenomenon, the use of Government force on the original platform to support support.

Whether it is the lighthouse theory or economic principle, in fact, the economic content of the connectivity, can be applied to all aspects of life, the application of more examples, I just stand in the original content of the reprint angle for a simple explanation.