摘要
目前研究者对媒体产业做了大量研究并取得了部分成果,但对网络视频运营商的研究却不多。将网络视频用户区分为对时间成本高敏感型的付费用户和低敏感型的免费用户,以此为基础分析时间成本对运营商广告投放量、广告价格、视频内容定价和利润以及社会福利的影响。结果表明:广告投放量随着免费用户的时间成本的增加而减小,随着付费用户的时间成本的增加而增加;广告价格随着免费用户的时间成本的增加而减小,随着付费用户的时间成本的增加而增加;视频内容价格和利润随着免费用户的时间成本的增加而增加,随着付费用户的时间成本的增加而减小;均衡广告投放量大于社会福利最大化时的广告投放量,并且社会最优的广告投放量的变化取决于两类用户时间成本总广告效应的变化。
In this paper,online video users are divided into two groups,i. e.,paid users with high sensitivity to time cost and common users with low sensitivity to time cost. The authors analyze the effects of users＇ time cost on the operator advertising price,profit,video content price,advertising level,and study the welfare effects. The results show an increase in paid user users＇ time cost will increase the advertising price and advertising vdume. An increase of common users＇ time cost will reduce advertising price and advertising volume. The video content price and profit will increase with an increase in common users＇ time cost and decrease with an increase in paid users＇ time cost. The advertising equilibrium level is higher than the social optimum level, and the change of the social optimum level depend on combination of the two kind of users＇ advertising effects on time costs.
出处
《西南交通大学学报（社会科学版）》
2016年第3期30-35,共6页
Journal of Southwest Jiaotong University(Social Sciences)
基金
国家科技支撑计划课题(2011BA207B02)
