节目试看对网络视频运营商市场策略影响研究

随着网络视频运营商收费节目试看的兴起,而节目试看对网络视频运营商诸如市场规模,利润等市场策略的影响所知甚少。本文在考虑网络用户情绪效用情况下,通过构建高质量视频运营商首播节目与后来跟进的低质量视频运营商播出该节目的博弈模型,研究高质量视频运营商首播节目之前提供节目试看对两个运营商收费模式下的节目最优收费价格和免费模式下的最优嵌入广告量以及视频节目提供模式选择的影响。研究表明,高质量视频运营商在节目首播之前提供节目充分试看能够实现节目最优收费价格最高,利润最大,因此节目充分试看是其最优策略;并且低质量运营商在其单位广告收益与用户单位广告"成本"满足一定条件下,高质量运营商提供的节目的充分试看能够减少低质量运营商总利润,因此避免低质量视频运营商搭乘节目试看的顺风车;高质量视频运营商提供节目充分试看情况下,高质量视频运营商只采取收费模式为其最优市场策略,低质量视频运营商采取免费模式为其最优市场策略。本文的研究成果对网络视频运营商日常运营有一定的管理学启示与应用价值。

Effect of the Online Video Operator Free Trial on Marketing Strategy

With the rise of online video operators' charging program free trial, yet little is known about the marketing strategy impact such as marketing size and profits of free trial. A game model is developed between the operator with his program premiered and the other operator with his program sequently showed. The impacts of free trial before high-quality operator premiere program on two operators optimal advertising level under ad-sponsored free program model, the program optimal price under payment-based program models and optimal program provision model are studied. The result shows that, if the high-quality operator provids enough free trial before high-quality operator's premiere program, he can gain the highest program price and the most profits. The enough free trial is the high-quality operator's optimal strategy. If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions, the high-quality operator's enough free trial can shrink the low-quality operator's profits and prevent his free-ride. Under the high-quality operator enough free trial, payment-based program model is the high-quality operator's optimal marketing strategy and ad-sponsored free program model is the low-quality operator's optimal marketing strategy. Some managerial implications and application value for daily operation of online video operators are also provided.