节目试看对网络视频运营商市场策略影响研究
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摘要
随着网络视频运营商收费节目试看的兴起,而节目试看对网络视频运营商诸如市场规模,利润等市场策略的影响所知甚少。本文在考虑网络用户情绪效用情况下,通过构建高质量视频运营商首播节目与后来跟进的低质量视频运营商播出该节目的博弈模型,研究高质量视频运营商首播节目之前提供节目试看对两个运营商收费模式下的节目最优收费价格和免费模式下的最优嵌入广告量以及视频节目提供模式选择的影响。研究表明,高质量视频运营商在节目首播之前提供节目充分试看能够实现节目最优收费价格最高,利润最大,因此节目充分试看是其最优策略;并且低质量运营商在其单位广告收益与用户单位广告"成本"满足一定条件下,高质量运营商提供的节目的充分试看能够减少低质量运营商总利润,因此避免低质量视频运营商搭乘节目试看的顺风车;高质量视频运营商提供节目充分试看情况下,高质量视频运营商只采取收费模式为其最优市场策略,低质量视频运营商采取免费模式为其最优市场策略。本文的研究成果对网络视频运营商日常运营有一定的管理学启示与应用价值。
With the rise of online video operators' charging program free trial,yet little is known about the marketing strategy impact such as marketing size and profits of free trial.A game model is developed between the operator with his program premiered and the other operator with his program sequently showed.The impacts of free trial before high-quality operator premiere program on two operators optimal advertising level under ad-sponsored free program model,the program optimal price under payment-based program models and optimal program provision model are studied.The result shows that,if the highquality operator provids enough free trial before high-quality operator′s premiere program,he can gain the highest program price and the most profits.The enough free trial is the high-quality operator′s optimal strategy.If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions,the high-quality operator′s enough free trial can shrink the low-quality operator′s profits and prevent his free-ride.Under the high-quality operator enough free trial,payment-based program model is the high-quality operator′s optimal marketing strategy and ad-sponsored free program model is the low-quality operator′s optimal marketing strategy.Some managerial implications and application value for daily operation of online video operators are also provided.
With the rise of online video operators' charging program free trial,yet little is known about the marketing strategy impact such as marketing size and profits of free trial.A game model is developed between the operator with his program premiered and the other operator with his program sequently showed.The impacts of free trial before high-quality operator premiere program on two operators optimal advertising level under ad-sponsored free program model,the program optimal price under payment-based program models and optimal program provision model are studied.The result shows that,if the highquality operator provids enough free trial before high-quality operator′s premiere program,he can gain the highest program price and the most profits.The enough free trial is the high-quality operator′s optimal strategy.If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions,the high-quality operator′s enough free trial can shrink the low-quality operator′s profits and prevent his free-ride.Under the high-quality operator enough free trial,payment-based program model is the high-quality operator′s optimal marketing strategy and ad-sponsored free program model is the low-quality operator′s optimal marketing strategy.Some managerial implications and application value for daily operation of online video operators are also provided.
引文
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[23]金亮,张旭梅,但斌,等.交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计[J].中国管理科学,2017,25(11):33-46.
[24]孙春华,刘业政.电影预告片在线投放对票房的影响——基于文本情感分析方法[J].中国管理科学,2017,25(10):151-161.
[25]石文华,钟碧园,张绮.在线影评和在线短评对票房收入影响的比较研究[J].中国管理科学,2017,25(10):162-170.
[26]刘维奇,张苏.双边平台兼并策略下的定价问题分析[J].中国管理科学,2017,25(5):17-24.
[27]王丽丽,赵炳新,Nebenzahl D.网络视角的风险与时尚对消费者信息搜索行为影响研究[J].中国管理科学,2016,24(11):137-145.
[28]程贵孙,黎倩.软件保护对软件平台商双边定价策略的影响研究[J].中国管理科学,2016,24(9):91-98.
[29]Chen Haipeng,Rao A R.Close encounters of two kinds:False alarms and dashed hopes[J].Marketing Science,2002,21(2):160-177.
[30]Kahneman D,Tversky A.Prospect theory:An analysis of decision under risk[J].Econometrica,1979,47(2):263-291.
[31]Thaler R H.Mental accounting and consumer choice[J].Marketing Science,1985,4(3):199-214.
[32]Koszegi B,Rabin M.A model of reference-dependence preference[J].Quarterly Journal of Economics,2006,121(4):1133-1166.
[33]Au N,Ngai E W T,Cheng T C E.Extending the understanding of end user information systems satisfaction formation:An equitable needs fulfillment model approach[J].MIS Quarterly,2008,32(1):43-66.
[34]Johar M,Kumar N,Mookerjee V.Content provision strategies in the presence of content piracy[J].Information Systems Research,2012,23(3):960-975.
[35]李新明,廖貅,武刘洋.基于Saas模式的服务供应链协调研究[J].中国管理科学,2013,21(4):100-106.
[36]杨学成,徐秀秀,陶晓波.基于体验营销的价值共创机理研究——以汽车行业为[J].管理评论,2016,28(5):232-240.
[37]Wilbur K C.A two-sided,empirical model of television advertising and viewing markets[J].Marketing Science,2008,27(3):356-378.
[2]Gabszewicz J J,Laussel D,Sonnac N.Press advertising and the political differentiation of newspapers[J].Journal of Public Economic Theory,2002,4(3):317-334.
[3]Gabszewicz J J,Laussel D,Sonnac N.Programming and advertising competition in the broadcasting industry[J].Journal of Economics and Management Strategy,2004,13(4):657-669.
[4]Anderson S P,Coate S.Market provision of broadcasting:A welfare analysis[J].Review of Economic Studies,2005,72(4):947-972.
[5]Armstrong M.Competition in two-sided markets[J].The RAND Journal of Economics,2006,37(3):668-691.
[6]Godes D,Ofek E,Sarvary M.Content vs.advertising:The impact of competition on media firm strategy[J].Marketing Science,2009,28(1):20-35.
[7]Casadesus-Masanell R,Zhu Feng.Strategies to fight ad-sponsored rivals[J].Management Science,2010,56(9):1484-1499.
[8]Peitz M,Valletti T M.Content and advertising in the media:Pay-tv versus free-to-air[J].International Journal of Industrial Organization.2008,26(4):949-965.
[9]Kannan P K,Pope B K,Jain S.Practice prize winnerPricing digital content product lines:A model and application for the national academies press[J].Marketing Science,2009,28(4):620-636.
[10]Kind H J,Nilssen T,Srgard L.Business models for media firms:Does competition matter for how they raise revenue?[J].Marketing Science,2009,28(6):1112-1128.
[11]Reisinger M.Platform competition for advertisers and users in media markets[J].International Journal of Industrial Organization,2012,30(2):243-252.
[12]Stennek J.Exclusive quality-Why exclusive distribution may benefit the TV-viewers[J].Information Economics&Policy,2014,26(691):42-57.
[13]Armstrong M.Competition in the pay-TV market[J].Journal of the Japanese and International Economies,1999,13(4):257-280.
[14]Zhang Kaifu,Evgeniou T,Padmanabhan V,et al.Content contributor management and network effects in a UGC environment[J].Marketing Science,2012,31(3):433-477.
[15]Toubia O,Stephen A T.Intrinsic vs.image-related utility in social media:Why do people contribute content to twitter?[J].Marketing Science,2013,32(3):368-392.
[16]张凯,李华琛,刘维奇.双边市场中用户满意度与平台战略的选择[J].管理科学学报,2017,20(6):42-63.
[17]余牛,李建斌,刘志学.电子商务产品定价与返利策略优化及协调研究[J].管理科学学报,2016,19(11):18-32.
[18]毛照昉,冯博,刘伟,等.在线旅游平台混合不透明营销策略选择研究[J].系统工程理论与实践,2018,38(3):655-664.
[19]赵映雪,聂佳佳,代壮.存在盗版下网络外部性对信息产品定价的影响[J].系统工程理论与实践,2017,37(3):620-630.
[20]周雄伟,汪苗蓉,徐晨.O2O模式下服务商的价格和时间决策[J].中国管理科学,2018,26(2):54-61.
[21]桂云苗,龚本刚,程永宏.双边努力情形下电子商务平台质量保证策略研究[J].中国管理科学,2018,26(1):163-169.
[22]许淑君.基于双版面Hotelling模型的在线广告灵活版面定价策略研究[J].中国管理科学,2017,25(12):117-125.
[23]金亮,张旭梅,但斌,等.交叉销售下“线下体验+线上零售”的O2O供应链佣金契约设计[J].中国管理科学,2017,25(11):33-46.
[24]孙春华,刘业政.电影预告片在线投放对票房的影响——基于文本情感分析方法[J].中国管理科学,2017,25(10):151-161.
[25]石文华,钟碧园,张绮.在线影评和在线短评对票房收入影响的比较研究[J].中国管理科学,2017,25(10):162-170.
[26]刘维奇,张苏.双边平台兼并策略下的定价问题分析[J].中国管理科学,2017,25(5):17-24.
[27]王丽丽,赵炳新,Nebenzahl D.网络视角的风险与时尚对消费者信息搜索行为影响研究[J].中国管理科学,2016,24(11):137-145.
[28]程贵孙,黎倩.软件保护对软件平台商双边定价策略的影响研究[J].中国管理科学,2016,24(9):91-98.
[29]Chen Haipeng,Rao A R.Close encounters of two kinds:False alarms and dashed hopes[J].Marketing Science,2002,21(2):160-177.
[30]Kahneman D,Tversky A.Prospect theory:An analysis of decision under risk[J].Econometrica,1979,47(2):263-291.
[31]Thaler R H.Mental accounting and consumer choice[J].Marketing Science,1985,4(3):199-214.
[32]Koszegi B,Rabin M.A model of reference-dependence preference[J].Quarterly Journal of Economics,2006,121(4):1133-1166.
[33]Au N,Ngai E W T,Cheng T C E.Extending the understanding of end user information systems satisfaction formation:An equitable needs fulfillment model approach[J].MIS Quarterly,2008,32(1):43-66.
[34]Johar M,Kumar N,Mookerjee V.Content provision strategies in the presence of content piracy[J].Information Systems Research,2012,23(3):960-975.
[35]李新明,廖貅,武刘洋.基于Saas模式的服务供应链协调研究[J].中国管理科学,2013,21(4):100-106.
[36]杨学成,徐秀秀,陶晓波.基于体验营销的价值共创机理研究——以汽车行业为[J].管理评论,2016,28(5):232-240.
[37]Wilbur K C.A two-sided,empirical model of television advertising and viewing markets[J].Marketing Science,2008,27(3):356-378.