网络视频媒体平台定价策略研究

发布时间：2018-08-30 14:48

【摘要】：网络视频媒体平台企业在国内的发展已有十余年之久。十余年来,企业的收入严重依赖于广告收入。目前,国内版权法律制度的健全、网银与支付宝等支付工具的出现为平台企业探索新型商业模式提供了良好的外部环境基础。近两年来虽然网络视频媒体平台企业致力于推动用户付费的商业模式、深度挖掘用户价值,以期改变其对广告收入严重依赖的窘境。然而用户付费的商业模式才刚刚起步,用户价值的挖掘也有待提升。用户付费发展成为成熟稳定的商业模式还需一段长期的过程,所以平台企业对用户付费的商业模式还处于不断的探索之中。平台企业对商业模式的探索归根结底是对盈利模式的探索,因此,就不得不研究平台企业的定价策略。然而,目前学术界对网络视频媒体平台的研究大多在于版权争端问题以及流媒体技术这两个方面。因此,对平台企业定价策略的研究就成为一个亟需解决的问题。从理论意义上来讲,本文利用双边市场理论研究网络视频媒体平台的定价机理,揭示了网络视频媒体平台企业定价策略选择的理论依据。从现实意义上来讲,通过对网络视频媒体平台定价机理的揭示,不但为平台企业定价策略的选择提出了合理的建议,而且为网络视频媒体平台企业未来的发展指明了方向。针对网络视频媒体平台定价机理和定价策略这一问题,本文主要从以下三个方面进行研究:第一,对网络视频媒体市场进行总体概述,全面了解研究对象的相关概念及定义。并对网络视频媒体平台的发展历程与现状、盈利模式以及性质等方面进行分析。这些分析有助于全面了解网络视频媒体平台的特征及性质。分析发现网络视频媒体平台实质上是双边市场。其长期依赖于广告收入的定价策略也正是双边市场倾斜式定价这个主要特征引起的。这一系列的分析使得下文引入双边市场理论对平台进行分析成为可能,为下文的研究奠定了基础。第二,基于豪泰林线性城市空间模型分别构建了垄断市场结构与双寡头市场结构下的广告单方付费与用户单方付费的定价模型。通过一系列的数理推导分析发现:在垄断市场结构下,用户付费定价仅与平台企业提供视频内容的质量相关,而且平台视频内容的质量只会保持在一个较低的水平。在双寡头市场结构下,用户付费要经历两个过程,其一,平台间内容差异化程度较小时,平台企业致力于提高平台间内容差异化程度,对用户的定价随平台间内容差异化程度的提高而提高,并且两家平台企业定价相同。其二,平台间内容差异化程度较大时,平台企业致力于提高平台视频内容的质量,对用户的定价随平台企业提供的视频内容质量的提高而提高;广告付费的定价策略无论是在垄断市场结构还是双寡头市场结构下都与用户对广告商的交叉网络外部性相关,并且两家平台企业定价相同。双寡头市场结构下,广告付费也要经历两个过程,其一,厌恶型广告的比例较大时,平台企业致力于降低厌恶型广告比例。其二,厌恶型广告比例降低到一定程度后,平台便不再追求降低厌恶型广告比例。第三,关于网络视频媒体平台定价策略的案例分析。案例分析部分首先以爱奇艺为中心构建了网络视频市场的生态系统,从整个生态系统角度来俯瞰网络视频媒体平台。生态系统的构建可使平台企业与相关企业间的关系更加清晰,为精确地把握视频媒体平台在产业链间的地位奠定了基础,也为分析企业在未来的发展方向提供了依据。其次,通过对爱奇艺、腾讯视频、优酷三大网络视频媒体平台进行比较分析,发现几家平台企业不论在用户付费定价方面,还是广告付费定价方面的定价都基本相似,从而佐证了理论研究部分的结论。最后,根据目前我国平台企业处于用户付费的第一个阶段,广告付费的第二个阶段,并结合理论研究的结论为网络视频媒体平台企业进一步的发展提出了实质性的建议。
[Abstract]:Network video media platform enterprises have been developing in China for more than ten years. Over the past ten years, the income of enterprises has been heavily dependent on advertising revenue. At present, the improvement of domestic copyright law system and the emergence of payment tools such as Internet banking and Alipay provide a good external environment foundation for platform enterprises to explore new business models. Although the network video media platform enterprises are committed to promoting the business model of user payment and mining the user value in depth in order to change the predicament of their heavy dependence on advertising revenue, the business model of user payment is just starting, and the mining of user value needs to be improved. For a long period of time, the platform enterprises are still in the process of exploring the business model of paying for users. In the final analysis, the platform enterprises are exploring the profit model, so they have to study the pricing strategy of the platform enterprises. However, most of the current academic research on the network video media platform is in Therefore, the research on the pricing strategy of the platform enterprises becomes an urgent problem. Theoretically speaking, this paper uses the bilateral market theory to study the pricing mechanism of the network video media platform, and reveals the pricing strategy choice of the network video media platform enterprises. Theoretical basis. From a practical point of view, through revealing the pricing mechanism of the network video media platform, this paper not only puts forward reasonable suggestions for the selection of pricing strategies for the platform enterprises, but also points out the direction for the future development of the network video media platform enterprises. In this paper, the following three aspects are studied: firstly, the overall overview of the network video media market, a comprehensive understanding of the relevant concepts and definitions of the research object, and the development process and status quo of the network video media platform, profit model and nature are analyzed. The analysis shows that the network video media platform is essentially a bilateral market. The pricing strategy which relies on advertising revenue for a long time is also caused by the main feature of the bilateral market tilt pricing. This series of analysis makes it possible to introduce the bilateral market theory to analyze the platform below. Secondly, based on Hotelling linear urban space model, the pricing models of advertising and user unilateral payment under monopoly market structure and duopoly market structure are constructed respectively. In the duopoly market structure, user fees have to go through two processes. First, when the content difference between platforms is small, platform enterprises strive to improve the content difference between platforms, and the pricing of users varies with the platforms. Secondly, when the content difference between platforms is large, the platform enterprises are committed to improving the quality of the platform video content, and the pricing of users will increase with the improvement of the quality of the video content provided by the platform enterprises; the pricing strategy of advertising payment is not only on the ridge but also on the ridge. Both market structure and duopoly market structure are related to users'cross-network externalities to advertisers, and the pricing of the two platforms is the same. Under duopoly market structure, advertising payment also goes through two processes. First, when the proportion of disgusting advertising is large, the platform enterprises are committed to reducing the proportion of disgusting advertising. Third, the case study on pricing strategy of online video media platform. The case analysis part firstly establishes an ecosystem of online video market centered on Aiqiyi, overlooking the network video media from the perspective of the entire ecosystem. Platform. The construction of ecosystem can make the relationship between platform enterprises and related enterprises clearer, lay a foundation for accurately grasping the status of video media platform in the industrial chain, and also provide a basis for the analysis of the future development direction of enterprises. Secondly, through the Aichi, Tencent video, Youku three major network video media platforms. The comparative analysis shows that several platforms are basically similar in terms of user-paid pricing and advertising-paid pricing, which confirms the conclusion of the theoretical research. Finally, according to the fact that China's platforms are in the first stage of user-paid, the second stage of advertising-paid, and combined with theoretical research. The conclusions put forward substantial suggestions for further development of the network video media platform enterprises.
【学位授予单位】：浙江财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

【相似文献】