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基于窗口期的电影双渠道定价策略分析
引用本文:马敬佩,李文立,耿师导,李天石.基于窗口期的电影双渠道定价策略分析[J].中国管理科学,2020,28(2):145-152.
作者姓名:马敬佩  李文立  耿师导  李天石
作者单位:1. 大连理工大学系统工程研究所, 辽宁 大连 116024;2. 大连海事大学航运经济与管理学院, 辽宁 大连 116026
基金项目:国家自然科学基金重点资助项目(71431002,71731003)
摘    要:将电影发行方在线渠道电影策略分为点播付费策略和免费策略。引入电影窗口期因素,分别构建用户在传统渠道和在线渠道下的效用函数,结合最优化方法和博弈论,研究了电影发行方分别在两种双渠道策略下的最优定价、需求以及利润,为电影发行方的双渠道策略提供参考。结果表明,当电影窗口期较短、在线电影版本内在价值折扣系数较高、在线渠道观影成本较低时,电影发行方采取在线渠道点播付费的双渠道策略;反之,采取在线渠道免费的双渠道策略。当电影发行方在传统渠道的利润分成比例较大,只采取传统渠道策略;当在线渠道广告利润率特别大,电影发行方只采取在线渠道策略。

关 键 词:窗口期  双渠道策略  在线渠道  定价策略  
收稿时间:2018-04-03
修稿时间:2018-10-17

Movie Dual Channel Pricing Strategies Analysis with Release Window
MA Jing-pei,LI Wen-li,GENG Shi-dao,LI Tian-shi.Movie Dual Channel Pricing Strategies Analysis with Release Window[J].Chinese Journal of Management Science,2020,28(2):145-152.
Authors:MA Jing-pei  LI Wen-li  GENG Shi-dao  LI Tian-shi
Institution:1. Institute of Systems Engineering, Dalian University of Technology, Dalian 116024, China;2. School of Maritime Economics and Management, Dalian Maritime University, Dalian 116026, China
Abstract:There are two online channel strategies of movie studio:pay on demand strategy and free strategy. By introducing release window, according to the optimization method and game theory, users' utility function in traditional and online channel are defined respectively to study the movie studio's optimal prices, demands and the profits, the model takes the existing dual channel distribution strategy of the movie firm as a reference. It is found that:when the movie release window is short, the intrinsic value discount coefficient of the online movie version is high, and the online channel viewing cost is low, the movie firm adopts the dual channel strategy of online channel on demand payment; instead, adopts the dual channel strategy of online channel free for movie. When the profit sharing ratio of a movie studio in the traditional channel is very large, it only adopts the traditional channel strategy; when the ad revenue rate of online channel is very large, the movie studio only adopts the online channel strategy.
Keywords:release window  dual channel strategy  online channel  pricing strategy  
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