《计算机应用研究》|Application Research of Computers

网络视频服务提供模式与仿真研究

Research on online video services provision model and simulation analysis based on search theory

免费全文下载 (已被下载 次)  
获取PDF全文
作者 李子庆,谭德庆
机构 西南交通大学 经济管理学院,成都 610031
统计 摘要被查看 次,已被下载
文章编号 1001-3695(2017)09-2688-04
DOI 10.3969/j.issn.1001-3695.2017.09.027
摘要 面对盗版视频进入市场,向用户提供付费模式视频节目还是嵌入广告的免费视频节目,是正版网络视频运营商在选择节目提供模式时面临的两难选择问题。基于搜索理论,研究发现用户搜索成本较高、广告价格较低时,运营商视频节目的最优提供模式为付费模式,并且正版运营商有激励提高用户的搜索成本,而当用户搜索成本大于临界值时,正版运营商将独占市场;而当用户搜索成本较小、广告价格较高时,运营商视频节目最优的提供模式为免费模式,当用户搜索成本小于临界值时,并且正版运营商有激励增加用户的搜索成本;而当用户搜索成本大于临界值时,盗版运营商将独占市场。正版运营商视频节目采用付费模式时,随着用户搜索成本的增加,其最优价格、用户规模、最优利润增加;正版运营商视频节目采用免费模式时,随着用户搜索成本的增加,其最优广告量、用户规模减少,而最优利润则先减少后增加。
关键词 网络视频运营商;节目提供模式;搜索成本
基金项目 国家科技支撑计划资助项目(2011BA207B02)
本文URL http://www.arocmag.com/article/01-2017-09-027.html
英文标题 Research on online video services provision model and simulation analysis based on search theory
作者英文名 Li Ziqing, Tan Deqing
机构英文名 SchoolofEconomics&Management,SouthwestJiaotongUniversity,Chengdu610031,China
英文摘要 Any online licensed video operator needs to deal with the dilemma of adopting video program payment-based strategies and free video program with ad-based model when facing piracy. Based on the search theory, this paper showed the optimal provision model was pay-based model when users’ search cost was higher and advertising price was lower. When users search cost was higher than critical value, the licensed operator monopolizes the market. The licensed operator had incentive to increase users’ search cost; the optimal provision model was free video program with advertising when users’ search cost was lower and advertising price was higher. When users search cost was higher than critical value, the pirated operator monopolized the market. The licensed operator had incentive to low users’ search cost. When the licensed operator adopted payment-based model, the optimal price, profits and user size increased with users’ search cost. When the licensed operator adopted free viedo program with advertisment model, the optimal price and user size increased with users’ search cost and profits first decreased and then incrased wtih users’ search cost.
英文关键词 online video operatiors; program provision strategies; search cost
参考文献 查看稿件参考文献
  [1] Kind H J, Nilssen T, Sorgard L. Business models for media firms:does competition matter for how they raise revenue?[J] . Marketing Science, 2009, 28(6):1112-1128.
[2] 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.
[3] Godes D, Ofek E, Sarvary M. Content vs. advertising:the impact of competition on media firm model[J] . Marketing Science, 2009, 28(1):20-35.
[4] Prasad A, Mahajan V, Bronnenberg B. Advertising versus pay-per-view in electronic media[J] . International Journal of Research Marketing, 2003, 20(1):13-30.
[5] Halbheer D, Stahl F, Koenigsberg O, et al. Choosing a digital content model:how much should be free[J] . International Journal of Research Marketing, 2014, 31(2):192-206.
[6] Casadesus-Masanell R, Zhu Feng. Strategies to fight ad-sponsored rivals[J] . Management Science, 2010, 56(9):1484-1499.
[7] 朱振中, 吕延杰. 具有负的双边网络外部性的媒体市场竞争研究[J] . 管理科学学报, 2007, 10(6):13-23.
[8] 陈宏民, 程贵孙, 孙武军. 双边市场下电视媒体平台兼并的福利效用分析[J] . 管理科学学报, 2009, 12(2):9-17.
[9] 程贵孙. 单边收费还是双边收费:双边市场中媒体定价模式选择[J] . 管理工程学报, 2011, 25(1):203-208.
[10] Banerjee D S. Software piracy:a strategic analysis and policy instruments[J] . International Journal of Industrial Organization, 2003, 21(1):97-127.
[11] Banerjee D S. Enforcement sharing and commercial piracy[J] . Review of Economic Research on Copyright Issues, 2006, 3(1):83-97.
[12] Banerjee D S. Lobbying and commercial software piracy[J] . European Journal of Political Economy, 2006, 22(1):139-155.
[13] Kiema I. Commercial piracy and intellectual property policy[J] . Journal of Economic Behavior and Organization, 2008, 68(1):304-318.
[14] Hauser J R, Urban G L. The value priority hypotheses for consumer budget plans[J] . Journal of Consumer Research, 1986, 12(4):446-462.
[15] Mehta N, Rajiv S, Srinivasan K. Price uncertainty and consumer search:a structural model of consideration set formation[J] . Marke-ting Science, 2003, 22(1):58-84.
[16] Pauwels K, Silvarisso J, Srinivasan S, et al. New products, sales promotions, and firm value:the case of the automo[J] . Journal of Marketing, 2010, 68(4):142-156.
[17] Goldfarb A, Tucker C. Online display advertising:targeting and obtrusiveness[J] . Marketing Science, 2011, 30(3):389-404.
[18] Goldfarb A, Tucker C. Privacy regulation and online advertising[J] . Management Science, 2011, 57(1):57-71.
[19] Lambrecht A, Tucker C. When does retargeting work? Information specificity in online advertising[J] . Journal of Marketing Research, 2013, 50(5):561-576.
[20] Lewis R, Reiley D. Online ads and offline sales:measuring the effect of retail advertising via a controlled experiment on Yahoo![J] . Quantitative Marketing and Economics, 2014, 12(3):235-266.
[21] Kannan P, Pope B K, Jain S. Pricing digital content productlines:a model and application for the National Academies Press[J] . Marke-ting Science, 2009, 28(4):620-636.
[22] Koukova N T, Kannan P, Kirmani A. Multiformat digital products:how design attributes interact with usage situations to determine choice[J] . Journal of Marketing Research, 2012, 49(1):100-114.
[23] Rao A. Online content pricing:purchase and rental markets[J] . Marketing Science, 2015, 34(3):430-451.
[24] Shiller B, Waldfogel J. Music for a song:an empirical look at uniform pricing and its alternatives[J] . Journal of Industry Economy, 2011, 59(4):630-660.
[25] Au N, NgaiE W T, Cheng T C. Extending the understanding of end user information systems satisfaction formation:an equitable needs fulfillment model approach[J] . MIS Quarterly, 2008, 32(1):43-66.
[26] Monica J, Nanda K, Vijay M. Content provision strategies in the presence of content piracy[J] . Information Systems Research, 2012, 23(3):960-975.
[27] Wilbur K C. A two-sided, empirical model of television advertising and viewing markets[J] . Marketing Science, 2008, 27(3):356-378.
[28] Depken C A, Wilson D P. Is advertising a good or a bad? Evidence from U. S. magazine subscriptions[J] . Journal of Business, 2004, 77(2):61-80.
收稿日期 2016/6/4
修回日期 2016/8/3
页码 2688-2691,2695
中图分类号 TP391.9
文献标志码 A