Research on Marketing Strategy for the Online Video Operator Considering Users' Emotion Utility Effect

Abstract

Abstract:

When users are uncertain about the video content, the model about the effect of the video content pricing and emotion under pay-based model and advertising level carried under the ad-sponsored free model on users' utility considering emotion utility is established. The optimal pricing and advertising level for video content of the online video operators are reached. Further analysis shows that the online video operator gains bigger users size and higher profits, adopts the higher pricing under pay-based model and the higher advertising level under the ad-sponsored free model when the online video operator provides sampling-trial, but pay users decrease and free users increase. Therefore the online video operator provides enough video content sampling-trial before the paid video content starts is the optimal strategy.

Key words: online video content, emotion utility, video content sampling-trial, marketing strategy

Li Ziqing, Tan Deqing. Research on Marketing Strategy for the Online Video Operator Considering Users' Emotion Utility Effect[J]. , 2019, 31(1): 147-154.

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