【摘要】：我國(guó)在線視頻行業(yè)經(jīng)歷了十幾年的發(fā)展,從初期版權(quán)糾紛頻發(fā)、低俗內(nèi)容充斥的階段逐步走向了正規(guī)化,但是受困于高昂的內(nèi)容成本支出,行業(yè)整體陷入了持續(xù)性虧損。視頻網(wǎng)站同時(shí)連接消費(fèi)者與廣告商,傳統(tǒng)的定價(jià)模式是向廣告商收費(fèi)而向消費(fèi)者免費(fèi),但是這種盈利模式已現(xiàn)疲軟之勢(shì),難以支撐視頻網(wǎng)站的高速發(fā)展。為了開拓新的收入增長(zhǎng)點(diǎn),各大視頻網(wǎng)站紛紛布局差異化服務(wù)體系,渴望以此撬動(dòng)用戶的付費(fèi)行為。那么視頻網(wǎng)站如何根據(jù)自身已有的服務(wù)體系來決定最佳的收費(fèi)策略?本文通過構(gòu)建模型求解,提出根據(jù)差異化服務(wù)水平將視頻網(wǎng)站分為三類:廣告驅(qū)動(dòng)型、差異化驅(qū)動(dòng)型、內(nèi)容驅(qū)動(dòng)型,廣告驅(qū)動(dòng)型對(duì)應(yīng)的最佳收費(fèi)模式是僅向廣告商收費(fèi),差異化驅(qū)動(dòng)型的最佳收費(fèi)模式是同時(shí)向廣告商與用戶收費(fèi),而內(nèi)容驅(qū)動(dòng)型的最佳收費(fèi)模式是僅向用戶收費(fèi)。我國(guó)在線視頻行業(yè)當(dāng)前仍處于差異化驅(qū)動(dòng)的初級(jí)階段,該階段應(yīng)當(dāng)持續(xù)推進(jìn)用戶付費(fèi),但是用戶付費(fèi)行為推廣難度大、成本高,短期內(nèi)可通過對(duì)廣告模式的優(yōu)化來提高整體收益。用戶參與類廣告便是在傳統(tǒng)廣告模式下的改進(jìn),該模式下用戶可在廣告播放數(shù)秒之后選擇手動(dòng)關(guān)閉廣告。本文針對(duì)這種用戶參與類廣告模式提出一種分段定價(jià)模型,并從消費(fèi)者、廣告商、視頻網(wǎng)站三方的角度進(jìn)行考量,驗(yàn)證了通過合理的廣告分段可使得消費(fèi)者、廣告商、視頻網(wǎng)站均能獲得相比較傳統(tǒng)廣告模式下更大收益,并通過檢驗(yàn)?zāi)Ｐ桶l(fā)現(xiàn)合理的廣告分段是否存在與交叉網(wǎng)絡(luò)外部性;廣告的播放成本以及選擇跳過廣告的用戶數(shù)量有關(guān):普通用戶觀看廣告給廣告商帶來的正向交叉網(wǎng)絡(luò)外部性越強(qiáng),則給廣告商帶來的效用越大,且存在可執(zhí)行的廣告分段的可能性越大;播放廣告的成本越低,視頻網(wǎng)站的效用越高且存在可執(zhí)行廣告分段的可能性越大;強(qiáng)制觀看時(shí)間結(jié)束之后選擇跳過廣告的用戶數(shù)量越少,對(duì)視頻網(wǎng)站帶來的效用越大但是對(duì)廣告商而言并不一定,且在可執(zhí)行的廣告分段中,選擇跳過的用戶數(shù)量越少,對(duì)廣告商與視頻網(wǎng)站帶來的效用越大。最后建議我國(guó)在線視頻行業(yè)應(yīng)當(dāng)盡快向內(nèi)容驅(qū)動(dòng)型轉(zhuǎn)型升級(jí),通過去同質(zhì)性構(gòu)造差異化內(nèi)容;持續(xù)推進(jìn)用戶付費(fèi)行為;通過技術(shù)驅(qū)動(dòng)運(yùn)營(yíng)提高用戶體驗(yàn)。
[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.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8

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本文編號(hào)：2405153