| 考虑衍生需求和粉丝效应的视频服务供应链质量努力策略研究 |
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| 引用本文： | 邢鹏,赵相如. 考虑衍生需求和粉丝效应的视频服务供应链质量努力策略研究[J]. 运筹与管理, 2022, 31(9): 91-98. DOI: 10.12005/orms.2022.0290 |
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| 作者姓名： | 邢鹏 赵相如 |
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| 作者单位： | 辽宁大学 商学院,辽宁 沈阳 110136 |
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| 基金项目： | 国家自然科学基金青年项目(71801118);辽宁省教育厅科学研究经费项目(LQN202024);辽宁省社会科学规划基金项目(L21CGL014);辽宁大学商学院2020年学术型研究生科研创新计划项目(20GIP004) |
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| 摘 要： | 视频服务作为“互联网+”时代下的新型文化产业模式,日益受到人们的关注。本文构建一个视频服务平台和一个视频服务提供商组成的视频服务供应链,视频服务提供商通过视频服务平台向用户提供基础服务和两阶段衍生服务。考虑视频服务供应链成员的四种行为因素对服务需求的影响,并分别建立平台定价模式和提供商定价模式下服务供应链成员的利润函数,运用博弈理论,优化求解得到两种模式下服务供应链成员最优的质量努力策略和利润。最后,通过数值仿真,探讨了粉丝效应和收益分成比例与最优质量努力策略和最优利润的相关性,并得出相关结论,给出管理启示。
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| 关 键 词： | 衍生需求 服务供应链 质量努力 营销努力 粉丝效应 |
| 收稿时间： | 2020-10-20 |
Research on Quality Effort Strategies ofVideo Service Supply Chain Considering Derived Demand and Fans Effect |
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| XING Peng,ZHAO Xiang-ru. Research on Quality Effort Strategies ofVideo Service Supply Chain Considering Derived Demand and Fans Effect[J]. Operations Research and Management Science, 2022, 31(9): 91-98. DOI: 10.12005/orms.2022.0290 |
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| Authors: | XING Peng ZHAO Xiang-ru |
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| Affiliation: | School of Business, Liaoning University, Shen yang 110136, China |
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| Abstract: | In the era of “Internet+”, video service as a new cultural industry model has attracted more and more attention. The paper investigates a video service supply chain composed of a video service platform and a video service provider who provides basic services and two-stagederived services to users. Considering the influence of video service supply chain members' four kinds of behavior factors on service demand, we establish the profit functions of service supply chain members under platform pricing mode and provider pricing mode respectively. By using game theory, we can get the optimal quality effort strategy and optimal profit of service supply chain members under the two modes. Finally, through numerical simulation to analyze the correlation between fans effect and share of proceeds ratio and optimal quality effort strategy and profit, and the relevant conclusions are drawn to give management enlightenment. |
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| Keywords: | derived demand service supply chain quality effort marketing effort fans effect |
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