网络视频内容提供模式选择、价格及嵌入广告量研究

›› 2017, Vol. 29 ›› Issue (4): 91-97.

网络视频内容提供模式选择、价格及嵌入广告量研究

谭德庆, 李子庆

西南交通大学经济管理学院, 成都 610031

收稿日期:2014-07-24 出版日期:2017-04-28 发布日期:2017-04-21
作者简介:谭德庆,西南交通大学经济管理学院教授,博士生导师,博士;李子庆,西南交通大学经济管理学院博士研究生
基金资助:
国家科技部支撑计划资助项目（2011BA207B02）

Study on Provision Model Choices, Price and Advertising Level for Operators' Online Video Content

Tan Deqing, Li Ziqing

School of Economics & Management, Southwest Jiaotong University, Chengdu 610031

Received:2014-07-24 Online:2017-04-28 Published:2017-04-21

摘要/Abstract

摘要：

网络视频运营商如何选择视频内容提供模式、制定视频内容价格以及嵌入广告量一直是网络视频运营商所面临的问题。本文以两个运营商提供有质量差异视频内容为研究对象，通过用户效用入手分析了两个运营商视频内容提供模式的最优选择、最优视频内容价格以及最优嵌入广告量。研究表明在均衡条件下低质量运营商应选择免费模式为低类型用户提供视频内容，并通过视频内容所嵌入广告量获取利润。而高质量运营商应选择付费模式为高类型用户提供视频内容，并通过用户付费获取利润。

关键词: 网络视频运营商, 内容提供模式, 价格, 广告投放量

Abstract:

How to choose video content provision models, content price and advertising level always is an issue which online video operators need to deal with. The paper analyzes differentiated quality optimal content provision model, content price and optimal advertising level between two operators. The results show that low-quality operators only provide ad-sponsored free content model, which serves low-type user and gain profits, and the high-quality operators only provide payment-based content models, which serves high-type user and gain profits in equilibrium.

Key words: online video operators, content provision model, price, advertising level

谭德庆, 李子庆. 网络视频内容提供模式选择、价格及嵌入广告量研究[J]. , 2017, 29(4): 91-97.

Tan Deqing, Li Ziqing. Study on Provision Model Choices, Price and Advertising Level for Operators' Online Video Content[J]. , 2017, 29(4): 91-97.

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