不同首播权下劣势网络视频运营商的节目播出模式与宣传策略
Program Broadcast Mode and Promotion Strategy of Inferior Online Video Operators Under Different Premiere Rights Situations
吴昊 1谭德庆1
作者信息
- 1. 西南交通大学经济管理学院,四川成都 610031
- 折叠
摘要
本文在不同首播权情形下,通过构建劣势运营商与优势运营商微分博弈模型,分析了劣势运营商的节目最优播出模式和宣传策略.研究表明:劣势运营商应根据用户对节目收费定价的敏感度决策最优播出模式;进一步得到了劣势运营商节目推出前后的最优宣传时间和宣传投入;劣势运营商在未取得首播权情形下,节目推出前的宣传时间应随着溢出效应的增加而缩短,且节目推出前的宣传时间应比取得首播权情形下节目推出前的宣传时间要短.
Abstract
This paper analyses the optimal broadcasting mode and promotion strategy of program of inferior operator by constructing differential game model between inferior operator and superior operator under different premiere right situations.The study shows that the inferior operator should decide the optimal broadcasting mode according to the sensitivity of users to the pricing of program fees.Further,the optimal promotion time and the optimal proportion of promotion investment before and after the launch of the program of the inferior operator are obtained.In the case of the inferior operator without the premier rights,the promotion time before the launch of its program should be shorter as the spillover effect increases,and the promotion time before the launch of the program of the inferior operator without the premier rights should be shorter than that of the program of the inferior operator with the premier rights.
关键词
微分博弈/网络视频平台/播出模式/宣传期Key words
Differential games/Online video platform/Broadcasting mode/Promotion period引用本文复制引用
基金项目
国家自然科学基金资助项目(71571149)
成都市软科学研究项目(2020RK00-00179-ZF)
出版年
2024
NETL
NSTL
万方数据