统计研究 ›› 2021, Vol. 38 ›› Issue (9): 3-18.doi: 10.19343/j.cnki.11-1302/c.2021.09.001

• •    下一篇

“免费”内容产品核算问题研究

许宪春 张美慧 张钟文   

  • 出版日期:2021-09-25 发布日期:2021-09-27

Accounting of “Free” Content Products

Xu Xianchun Zhang Meihui Zhang Zhongwen   

  • Online:2021-09-25 Published:2021-09-27

摘要: 近年来,伴随着数字化技术的快速发展,企业盈利模式不断创新,许多互联网企业通过向居民提供大量的免费或者价格低廉的内容产品来吸引用户,借助广告和其他业务实现盈利。“免费”内 容产品对生产统计、收入统计与消费统计等统计理论均带来了严峻挑战,使得居民福利与目前SNA框架下GDP测算之间的偏离越来越突出。“免费”内容产品核算问题成为国民经济核算面临的重要任务,联合国统计委员会明确将其列入SNA研究议程。本文对“免费”内容产品的核算问题进行了探索性研究,探析“免费”内容产品的概念和范围,系统梳理并剖析国际上“免费”内容产品核算方法的优劣之处,创造性地提出采用实物转移的思路来分析“免费”内容产品的运行机理,并基于国民经济核算视角设计“免费”内容产品的核算框架,最终从宏观层面对中国“免费”内容产品规模及其对名义GDP的影响进行了试算。本文的研究立足中国数字化转型的社会实践,为解决数字化转型带来的经济统计国际性难题进行了有益的尝试。

关键词: “免费”内容产品, 实物转移, 消费者福利视角, 生产成本视角

Abstract: There are growing innovations in the profit model of enterprises with the rapid development of the digital economy in recent years. Many internet enterprises attract customers by providing free or cheap services and profit from advertisements. “ Free” content products aggravate the deviation of the residents’ welfare measurement from the GDP accounting under the SNA framework and thus bring serious challenges to the statistics of production, income and consumption. The accounting of the “ free” content products becomes an important task in national accounting and has been listed in the SNA agenda by the United Nations Statistical Commission. This paper makes an exploratory study on the accounting of “ free” content products, discusses their definition and classification criteria, systematically sorts and analyzes the relevant international accounting methods. Then we creatively put forward the idea of in-kind transfer to analyze the operation mechanism of “ free” content products and design the accounting framework of “free” content products from the perspective of national accounting. Finally, we try to calculate the scale of China’s “free” content products and its impact on nominal GDP on the macroeconomic level. Based on the social practice of China’ s digitalization, this paper makes a useful attempt to solve the international problem of economic statistics caused by digital transformation.

Key words: “Free” Content Products, In-kind Transfer, Consumer Welfare Perspective, Production Cost Perspective