考虑质量差异性的网络视频供应链增值商业模式研究

Value-added Business Model of Network Video Supply Chain Considering Quality Difference

随着“超前点播”付费服务的兴起,网络视频行业的增值商业模式选择显得更加重要。针对具有典型双边市场特征的网络视频行业,构建了由视频平台、提供商和广告商组成的网络视频供应链博弈模型,探讨了考虑质量差异性的网络视频供应链在免费增值和会员增值商业模式下的均衡决策。研究发现:第一,随着免费版视频质量的递增,会员价格先增加后减少,“超前点播”价格增加,视频平台的利润先增加后减少。第二,随着会员版视频质量的递增,会员价格增加,“超前点播”价格减少,视频平台的利润先增加后减少。第三,会员版与“超前点播”版视频质量差异性是影响会员增值商业模式实施的主要因素,视频平台若要通过会员增值商业模式获益,需要将质量差异控制在一定范围内。第四,当提供商与广告商合作时,视频平台会员价格、用户规模和利润均降低,需要适度增大免费版与会员版视频的质量差异性。

With the rise of“advanced video-on-demand”paid services,the choice of value-added business model of network video industry is more important.Focusing on the network video industry with typical two-sided market characteristics,this paper constructs the network video supply chain game model between the market agents(platform,provider and advertiser),and discusses the equilibrium decisions of the network video supply chain considering the difference of quality under the freemium and member value-added business model.Results show that(a)with the increase of the quality of the free version of the video,the price of member increases first and then decreases,the price of“advanced video-on-demand”increases,the profit of video platform increases first and then decreases.(b)With the increase of the quality of the member version of the video,the price of member increases,the price of“advanced video-on-demand”decreases,the profit of video platform increases first and then decreases.(c)The difference of video quality between member version and“advanced video-on-demand”version is the main factor affecting the implementation of member value-added business model.If the video platform wants to benefit from member value-added business model,the quality difference needs to be controlled within a certain range.(d)When the providers cooperate with the advertisers,the price of member,user scale and profit of video platform are reduced,the quality difference between the free version and the member version of the video should be moderately increase.