“院网同映”电影发行模式下定价策略研究

Research on Pricing Strategies of the“Cinema-Internet Simultaneous Release”Film Distribution Model

“院网同映”是电影发行模式的潜在发展方向之一,其推广将有助于扩大电影消费市场规模,完善多层次电影市场体系。本文引入新零售渠道的研究思路,从渠道定价策略的角度出发,结合电影发行行业的分账规则,构建将影院作为斯塔克伯格领导者的博弈决策模型,并基于数值仿真方法分析“院网同映”发行模式下制片方采取两种不同定价策略的影响。研究发现:“院网同映”发行模式将使制片方和消费者受益;若制片方采取维持原有分账比例的定价策略,影院也可能在一定条件下受益,实现共赢;若制片方选择最优化分账比例的策略,则影院利益受损。因此,消费者和制片方应积极推动“院网同映”模式,而在此过程中制片方需要对影院采取更多的让步措施,以缓解渠道冲突。

“Cinema-Internet Simultaneous Release”is one of the potential directions for the film distribution model.Its promotion will help expand the scale of the film consumption market and improve the multi-tiered film market system.This article introduces a research approach involving new retail channels.From the perspective of channel pricing strategies,combined with the revenue-sharing rules in the film distribution industry,this paper constructs a game decision model with cinemas as Starkberg leaders and uses numerical simulation methods to analyze the impact of two different pricing strategies adopted by the film producers under the“Cinema-Internet Simultaneous Release”distribution model.The research finds that the“Cinema-Internet Simultaneous Release”distribution mode benefits both film producers and consumers.If film producers maintain the original revenue-sharing ratio pricing strategy,cinemas may also benefit under certain conditions,achieving a win-win situation.However,if film producers choose the strategy of optimizing the revenue-sharing ratio,cinemas may suffer losses.Therefore,consumers and film producers should actively promote the“Cinema-Internet Simultaneous Release”model,and in the process,film producers need to make more concessions to cinemas to mitigate channel conflicts.