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

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。

Research on Quality Effort Strategies ofVideo Service Supply Chain Considering Derived Demand and Fans Effect

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.