網(wǎng)絡(luò)視頻服務(wù)提供模式與仿真研究
發(fā)布時間：2018-07-15 07:26
【摘要】：面對盜版視頻進(jìn)入市場,向用戶提供付費(fèi)模式視頻節(jié)目還是嵌入廣告的免費(fèi)視頻節(jié)目,是正版網(wǎng)絡(luò)視頻運(yùn)營商在選擇節(jié)目提供模式時面臨的兩難選擇問題�；谒阉骼碚�,研究發(fā)現(xiàn)用戶搜索成本較高、廣告價格較低時,運(yùn)營商視頻節(jié)目的最優(yōu)提供模式為付費(fèi)模式,并且正版運(yùn)營商有激勵提高用戶的搜索成本,而當(dāng)用戶搜索成本大于臨界值時,正版運(yùn)營商將獨(dú)占市場;而當(dāng)用戶搜索成本較小、廣告價格較高時,運(yùn)營商視頻節(jié)目最優(yōu)的提供模式為免費(fèi)模式,當(dāng)用戶搜索成本小于臨界值時,并且正版運(yùn)營商有激勵增加用戶的搜索成本;而當(dāng)用戶搜索成本大于臨界值時,盜版運(yùn)營商將獨(dú)占市場。正版運(yùn)營商視頻節(jié)目采用付費(fèi)模式時,隨著用戶搜索成本的增加,其最優(yōu)價格、用戶規(guī)模、最優(yōu)利潤增加;正版運(yùn)營商視頻節(jié)目采用免費(fèi)模式時,隨著用戶搜索成本的增加,其最優(yōu)廣告量、用戶規(guī)模減少,而最優(yōu)利潤則先減少后增加。
[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.
【作者單位】： 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家科技支撐計劃資助項(xiàng)目(2011BA207B02)
【分類號】：F49
，
本文編號：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.
【作者單位】： 西南交通大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家科技支撐計劃資助項(xiàng)目(2011BA207B02)
【分類號】：F49
，
本文編號：2123303
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