| 考虑炒作效应的网络视频平台商业模式选择 |
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| 引用本文： | 李稚,谭德庆.考虑炒作效应的网络视频平台商业模式选择[J].运筹与管理,2022,31(7):220-226. |
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| 作者姓名： | 李稚 谭德庆 |
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| 作者单位： | 1. 天津工业大学 经济与管理学院,天津 300387;2. 西南交通大学 经济管理学院,四川 成都 610031 |
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| 基金项目： | 国家自然科学基金青年项目(72002153);国家自然科学基金面上项目(41971249) |
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| 摘 要： | 随着网络视频产业迅猛发展,越来越多的视频节目依赖炒作宣传吸引关注度获取丰厚的商业收益。本文考虑时间因素和炒作因素,基于用户需求不确定性建立连续时间型收益模型。应用哈密顿方法求解非线性优化问题,得到了炒作效应影响下的视频用户支付意愿变化规律,网络视频商业模式的动态演化趋势,并确立了最优的视频节目定价和营销炒作策略。研究结果表明,选择收费模式用户人数随着炒作时间的增加而增加,而选择免费模式用户人数随着炒作时间的增加而减少;随着炒作效应的提高,混合型免费—收费模式会逐渐演化为单一收费模式,且视频平台利润呈现倒“U”型变化趋势。研究结论揭示了营销炒作对视频定价、用户支付意愿和收视行为的影响,为视频平台更好的了解用户需求,制定商业策略提供决策依据。
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| 关 键 词： | 营销炒作 网络视频 商业模式 哈密顿方法 |
| 收稿时间： | 2020-07-14 |
Business Model Selection of Online Video Platform Considering the Marketing Hype Effect |
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| LI Zhi,TAN De-qin.Business Model Selection of Online Video Platform Considering the Marketing Hype Effect[J].Operations Research and Management Science,2022,31(7):220-226. |
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| Authors: | LI Zhi TAN De-qin |
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| Affiliation: | 1. School of Economics and Management, Tiangong University, Tianjin 300387, China;2. School of Economics & Management, Southwest Jiaotong University, Chengdu 610031, China |
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| Abstract: | With the rapid development of online video industry, more and more video programs rely on hype to attract attention and generate substantial commercial profits. Under this background, considering time and hype factors and the uncertainty of users’ demands, the continuous-time revenue model is established. By using Hamilton approach, the nonlinear optimization problem is solved. The changing rules of video users’ willingness to pay, and dynamic evolution trends of online video business models are obtained. Furthermore, the optimal pricing strategy and marketing hype strategy under the influence of marketing hype are determined. The research results show that the number of users who choose the fee model increases with the increase of hype time, while the changing trend of the number of users who choose the free model with hype time is reverse. With the increase of marketing hype effect, mix free-fee mode will gradually evolve into a single fee model, and the profit of video platform presents an inverted U-shaped changing trend. The above research conclusions reveal the influence of marketing hype on video pricing, users’ demands and viewing behavior, so as to provide decision basis for video platform to better understand users’ needs and formulate business strategies. |
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| Keywords: | marketing hype online videos business model hamiltonian approach |
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