网络视频服务提供模式与仿真研究
发布时间：2018-07-15 07:26
【摘要】：面对盗版视频进入市场,向用户提供付费模式视频节目还是嵌入广告的免费视频节目,是正版网络视频运营商在选择节目提供模式时面临的两难选择问题。基于搜索理论,研究发现用户搜索成本较高、广告价格较低时,运营商视频节目的最优提供模式为付费模式,并且正版运营商有激励提高用户的搜索成本,而当用户搜索成本大于临界值时,正版运营商将独占市场;而当用户搜索成本较小、广告价格较高时,运营商视频节目最优的提供模式为免费模式,当用户搜索成本小于临界值时,并且正版运营商有激励增加用户的搜索成本;而当用户搜索成本大于临界值时,盗版运营商将独占市场。正版运营商视频节目采用付费模式时,随着用户搜索成本的增加,其最优价格、用户规模、最优利润增加;正版运营商视频节目采用免费模式时,随着用户搜索成本的增加,其最优广告量、用户规模减少,而最优利润则先减少后增加。
[Abstract]:In the face of pirated video coming into the market, it is a dilemma for real network video operators to choose the mode of program delivery when offering paid video programs to users or free video programs embedded in advertisements. Based on the search theory, it is found that when the user search cost is high and the advertising price is low, the optimal mode of providing video programs for operators is the payment mode, and the legitimate operators have incentives to improve the search costs of users. When the user search cost is greater than the critical value, the legitimate operator will monopolize the market, while when the user search cost is lower and the advertising price is higher, the operator's best mode of providing video programs is free mode. When the user search cost is less than the critical value, and the legitimate operator has incentives to increase the user search cost, when the user search cost is greater than the critical value, the pirate operator will monopolize the market. With the increase of user search cost, the optimal price, user size and optimal profit increase when the legitimate operator video program adopts the payment mode; when the legitimate operator video program adopts the free mode, with the increase of the user search cost, Its optimal advertising volume, user size is reduced, and the optimal profit is reduced first and then increased.
【作者单位】： 西南交通大学经济管理学院;
【基金】：国家科技支撑计划资助项目(2011BA207B02)
【分类号】：F49
，
本文编号：2123303
[Abstract]:In the face of pirated video coming into the market, it is a dilemma for real network video operators to choose the mode of program delivery when offering paid video programs to users or free video programs embedded in advertisements. Based on the search theory, it is found that when the user search cost is high and the advertising price is low, the optimal mode of providing video programs for operators is the payment mode, and the legitimate operators have incentives to improve the search costs of users. When the user search cost is greater than the critical value, the legitimate operator will monopolize the market, while when the user search cost is lower and the advertising price is higher, the operator's best mode of providing video programs is free mode. When the user search cost is less than the critical value, and the legitimate operator has incentives to increase the user search cost, when the user search cost is greater than the critical value, the pirate operator will monopolize the market. With the increase of user search cost, the optimal price, user size and optimal profit increase when the legitimate operator video program adopts the payment mode; when the legitimate operator video program adopts the free mode, with the increase of the user search cost, Its optimal advertising volume, user size is reduced, and the optimal profit is reduced first and then increased.
【作者单位】： 西南交通大学经济管理学院;
【基金】：国家科技支撑计划资助项目(2011BA207B02)
【分类号】：F49
，
本文编号：2123303
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