摘要
采用双边收费模式的网络视频平台通常同时开展两类业务,即会员业务和广告业务。以一个进行双边收费的网络视频平台为研究对象,考虑观众实际观看广告数量及广告商推广强度,建立博弈论模型,探讨协调平台两类客户之间冲突的方法。通过分析平台最优双边定价的解析式发现:如果平台希望采用双边定价模式,则需保持较高的会员专享视频数量,尽可能通过专享视频吸引观众付费成为会员;且在双边定价模式下,网络视频平台在制定自身的价格策略时需要有所偏向,以能为自己带来更多利润的市场为主。
Online video platforms that adopt a two-sided pricing model usually operate two types of businesses simultaneously,i.e.,membership services and advertising services.In this study,we take an online video platform that adopt a two-sided pricing model as the research object.Considering the actual number of ads watched by the audience and the promotion intensity chosen by the advertisers,a game-theoretic model is formulated to investigate measures to coordinate the conflicts between two types of clients on the platform.By giving the analytical equation of the optimal two-sided pricing model,the study shows that if the platform wants to adopt a two-sided pricing model,it needs to maintain a high number of exclusive videos for members,and try to attract viewers to pay to become members through exclusive videos as much as possible.In addition,the study points out that the online video platform charging fees in two sides need to be biased when deciding pricing strategies,focusing on the market that can bring it more profits.
作者
张诗纯
陈靖
ZHANG Shichun;CHEN Jing(Shanghai International Studies University,Shanghai,China)
出处
《管理学报》
CSSCI
北大核心
2021年第9期1392-1400,共9页
Chinese Journal of Management
基金
国家自然科学基金资助项目(71702106)
教育部人文社会科学研究青年基金资助项目(17YJC630010)。
关键词
双边市场
定价策略
网络视频平台
网络外部性
two-sided market
pricing strategy
online video platform
network externality
