在线视频平台接入策略研究:基于内容商和广告商行为互动的视角

发布时间：2018-04-15 05:05

本文选题：在线视频行业 + 内容商　；参考：《产经评论》2017年05期

【摘要】：随着互联网普及率提高,在线视频平台数量快速增长,平台之间的竞争也变得更加激烈。平台用户接入策略的变化是影响双边市场运营效率的关键因素。针对具有典型双边市场特征的在线视频行业,构建平台、内容商和广告商之间的行为博弈模型,对比分析内容商选择"全网独播"和"多平台上线"接入策略时的平台定价水平和广告投入量,最终提出不同平台接入策略的市场条件。研究发现:相比于"全网独播"策略,如果消费者有着较高的广告厌恶倾向,那么"多平台上线"策略下的观看价格更低,而广告投放量更多;"多平台上线"策略能够提高市场总需求,当平台差异性较小时,会降低单个平台的利润水平;消费者广告厌恶系数、单位广告价格、平台的差异性将共同影响内容商的平台接入策略。在线视频行业中各参与主体的运作决策受不同市场因素的影响,内容商应充分考虑现实的市场条件来选择最优接入策略。
[Abstract]:As the popularity of the Internet increases and the number of online video platforms grows rapidly, the competition between platforms becomes more intense.The change of platform user access strategy is the key factor to affect the efficiency of bilateral market operation.Aiming at the online video industry with typical bilateral market characteristics, this paper constructs a platform, a behavioral game model between content providers and advertisers.This paper compares and analyzes the platform pricing level and advertising input amount when the content providers choose the access strategies of "whole network alone broadcasting" and "multi-platform on-line", and finally puts forward the market conditions of different platform access strategies.The study found that if consumers have a higher ad aversion, the viewing price under the "multi-platform online" strategy is lower than that of the "whole webcast" strategy.The "multi-platform online" strategy can increase the total market demand, when the platform difference is small, it will reduce the profit level of a single platform, consumer advertising aversion coefficient, unit advertising price,The difference of platform will influence the platform access strategy of content provider.In the online video industry, the operation decisions of the participants are affected by different market factors. Content providers should consider the actual market conditions to choose the optimal access strategy.
【作者单位】：江南大学商学院;
【基金】：国家自然科学基金面上项目“考虑农户行为偏好的农产品供应链协调机制设计研究”(项目编号:71371086,项目负责人:浦徐进) 江苏省第五期“333工程”培养资金资助项目(项目编号:BRA2016412,项目负责人:浦徐进) 第十四批“六大人才高峰”高层次人才项目“基于社会网络的供应链管理模式创新研究”(项目编号:JY-012,项目负责人:浦徐进)
【分类号】：F49;F713.8

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