考虑消费者餍足效应的网络视频产业链最优决策研究
Optimal Decisions of Online Video Industrial Chain under Consumer Satiation
李志鹏 1周晓宇2
作者信息
- 1. 南昌大学经济管理学院,江西 南昌 330031;南昌大学中国中部经济社会发展研究中心,江西 南昌 330031
- 2. 南昌大学中国中部经济社会发展研究中心,江西 南昌 330031
- 折叠
摘要
针对独播和联播两种网络视频产业链结构,考虑消费者的餍足效应,研究了内容商、广告商和视频平台关于内容分成单价、广告植入量和会员费的互动决策,分析了餍足效应的影响.结果表明,当消费者餍足效应增大时,内容商越倾向于采取广告排斥型分成单价,各主体的均衡决策和均衡利润都减少,且两种播放模式下的内容分成单价、广告植入量、视频总播放量、内容商利润、广告商利润和消费者剩余的差异都减小,但联播模式下在位平台的利润越可能比独播模式下的高.此外,忽视餍足效应将导致视频播放量、消费者剩余、广告商利润和平台利润降低,但内容商利润有可能增加.
Abstract
Considering consumer satiation under both single-homing and multi-homing online video industrial chain structures,the interactive decisions of the content provider,advertiser and video platform on the content price are examined,advertising placement and subscription fee.The impacts of consumer satiation on the play-ers'optimal decisions and equilibrium welfares are highlighted.The results show that with higher consumer satiation:the content provider is more inclined to adopt an advertising-exclusion content price;the equilibrium decisions and profits of all players are reduced;the homing structures yield less differences in content price,advertising volume,subscription volume,content provider profit,advertiser profit and consumer surplus,but the incumbent platform's profit under multi-homing is more likely to be higher under that under single-homing.Moreover,ignoring consumer satiation will lead to decreases in subscription volume,consumer surplus,advertiser profit and platform profits,but the profit of content provider may increase.
关键词
网络视频/餍足效应/双边市场/数字内容/平台接入策略Key words
online video/consumer satiation/two-sided market/digital content/platform access strategy引用本文复制引用
基金项目
国家自然科学基金项目(71801122)
国家自然科学基金项目(72161029)
江西省社会科学基金重点项目(22GL01)
江西省教育科学规划重点课题(21ZD010)
出版年
2024
NETL
NSTL
万方数据