考虑用户参与类广告模式的视频网站收益管理研究

发布时间：2019-01-09 01:40

【摘要】：我国在线视频行业经历了十几年的发展,从初期版权纠纷频发、低俗内容充斥的阶段逐步走向了正规化,但是受困于高昂的内容成本支出,行业整体陷入了持续性亏损。视频网站同时连接消费者与广告商,传统的定价模式是向广告商收费而向消费者免费,但是这种盈利模式已现疲软之势,难以支撑视频网站的高速发展。为了开拓新的收入增长点,各大视频网站纷纷布局差异化服务体系,渴望以此撬动用户的付费行为。那么视频网站如何根据自身已有的服务体系来决定最佳的收费策略?本文通过构建模型求解,提出根据差异化服务水平将视频网站分为三类:广告驱动型、差异化驱动型、内容驱动型,广告驱动型对应的最佳收费模式是仅向广告商收费,差异化驱动型的最佳收费模式是同时向广告商与用户收费,而内容驱动型的最佳收费模式是仅向用户收费。我国在线视频行业当前仍处于差异化驱动的初级阶段,该阶段应当持续推进用户付费,但是用户付费行为推广难度大、成本高,短期内可通过对广告模式的优化来提高整体收益。用户参与类广告便是在传统广告模式下的改进,该模式下用户可在广告播放数秒之后选择手动关闭广告。本文针对这种用户参与类广告模式提出一种分段定价模型,并从消费者、广告商、视频网站三方的角度进行考量,验证了通过合理的广告分段可使得消费者、广告商、视频网站均能获得相比较传统广告模式下更大收益,并通过检验模型发现合理的广告分段是否存在与交叉网络外部性;广告的播放成本以及选择跳过广告的用户数量有关:普通用户观看广告给广告商带来的正向交叉网络外部性越强,则给广告商带来的效用越大,且存在可执行的广告分段的可能性越大;播放广告的成本越低,视频网站的效用越高且存在可执行广告分段的可能性越大;强制观看时间结束之后选择跳过广告的用户数量越少,对视频网站带来的效用越大但是对广告商而言并不一定,且在可执行的广告分段中,选择跳过的用户数量越少,对广告商与视频网站带来的效用越大。最后建议我国在线视频行业应当尽快向内容驱动型转型升级,通过去同质性构造差异化内容;持续推进用户付费行为;通过技术驱动运营提高用户体验。
[Abstract]:China's online video industry has experienced more than ten years of development, from the initial stage of frequent copyright disputes, vulgar content flooding stage gradually to formalize, but trapped in high content costs, the industry as a whole into a sustained loss. Video websites connect consumers with advertisers. The traditional pricing model is to charge advertisers and free of charge, but the profit model has been weak, which can not support the rapid development of video websites. In order to open up new revenue growth point, all the video websites lay out the differentiated service system one after another, eager to leverage the payment behavior of users. So how do video websites decide the best charging strategy according to their existing service system? In this paper, according to the level of differentiated service, the video website is divided into three types: ad driven, differentiated driven, content-driven, ad driven, and the optimal charging model is only charged to advertisers. The best charging model of differential-driven type is to charge both advertisers and users, while the best charging mode of content-driven type is to charge users only. China's online video industry is still in the initial stage of differentiation drive, which should continue to promote user payment, but user pay behavior promotion is difficult and high cost. In the short term, we can improve the overall revenue by optimizing the advertising model. User participation advertising is an improvement in the traditional advertising mode, in which the user can choose to close the advertisement manually after a few seconds. In this paper, we propose a segmented pricing model for this type of user participation advertising model, and consider it from the perspective of consumers, advertisers and video websites, and verify that reasonable advertising segmentation can make consumers, advertisers, and so on. Compared with the traditional advertising mode, video websites can get more revenue, and find out whether the reasonable advertising segment exists and cross-network externalities by checking the model. The cost of advertising and the number of users who choose to skip it: the stronger the positive cross-network externalities that ordinary users bring to advertisers, the more useful they will bring to advertisers. And the more likely there is an executable advertising segment; The lower the cost of advertising, the higher the utility of video websites and the greater the possibility of executing ad segmentation. The smaller the number of users who choose to skip ads after the mandatory viewing time is over, the more useful it is for video sites, but not necessarily for advertisers, and the fewer users choose to skip in executable ad segments, For advertisers and video sites to bring greater utility. Finally, it is suggested that China's online video industry should be transformed and upgraded to content-driven type as soon as possible, through de-homogeneity to construct differentiated content; to continue to promote user pay behavior; to improve user experience through technology-driven operation.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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