摘要
在用户对网络视频节目内容不确定情况下,考虑用户情绪效用,通过构建收费模式下视频节目定价与免费模式下嵌入广告量对用户效用影响的理论模型,分析得到运营商的视频节目的最优定价与最优嵌入广告量,并且进一步的研究表明,运营商提供视频节目试看,观看节目用户的总规模在增加,但付费用户规模减少,免费用户规模增加。同时分析得到运营商视频节目的试看对收费模式的节目最优定价、免费模式的最优嵌入广告量及最优利润有正向影响。因此,运营商在视频节目播放前对用户提供节目"完全充分"试看是视频运营商的最优策略。
When users are uncertain about the video content,the model about the effect of the video content pricing and emotion under pay-based model and advertising level carried under the ad-sponsored free model on users’ utility considering emotion utility is established. The optimal pricing and advertising level for video content of the online video operators are reached. Further analysis shows that the online video operator gains bigger users size and higher profits,adopts the higher pricing under pay-based model and the higher advertising level under the ad-sponsored free model when the online video operator provides sampling-trial,but pay users decrease and free users increase. Therefore the online video operator provides enough video content sampling-trial before the paid video content starts is the optimal strategy.
作者
李子庆
谭德庆
Li Ziqing;Tan Deqing(School of Economics and Management,Huaiyin Normal University,Huaian 223300;School of Economics&Management,Southwest Jiaotong University,Chengdu 610031)
出处
《管理评论》
CSSCI
北大核心
2019年第1期147-154,共8页
Management Review
基金
江苏高校哲学社会科学研究基金项目(2018SJA1596)
关键词
视频节目
情绪效用
视频试看
市场策略
online video content
emotion utility
video content sampling-trial
marketing strategy
作者简介
李子庆,淮阴师范学院经济与管理学院讲师,博士;谭德庆,西南交通大学经济管理学院教授,博士生导师,博士。
