网络视频节目中羊群效应的影响研究

考虑累积观看节目用户量产生的羊群效应角度构建两阶段决策模型,得到节目最优定价策略和最优广告量策略。研究表明:收费模式中羊群效应对最优定价的影响特征与用户规模有关,并进一步导致免费模式中最优广告量减少。在收费模式羊群效应较高情况下,运营商能通过延长收费模式时间提高节目利润。还发现收费模式中羊群效应导致观看节目用户总规模增加,但收费模式对免费模式有挤兑效应。在免费模式中羊群效应较低情况下,只有收费模式中具有较高的羊群效应才能使节目总利润增加,否则总利润减少。

Research on the Impact of The Herd Effect in Online Video Program

This paper constructs a two-stage decision model from the perspective of herding effect and obtains the optimal pricing and advertising.The research shows that the impact of herd effect in fee-based model on the optimal pricing is related to the consumer scale, and will further reduce optimal advertising. If the herd effect in payment is higher, the firm can increase profit by extending fee-based model time. The herd effect in fee-based model leads to an increase in the total scale of consumers,but fee-based model has a cannibalization effect on free-based model. In the case of a low herd effect in free-based model, only a higher herd effect in fee-based model results in an increase in the total profit of the video program, otherwise the total profit decreases.