在线视频供应链的模式选择与优化决策研究

Mode selection and optimal decision for online video supply chains

在线视频行业近年来发展迅速,并在实践中产生了新的供应链模式———分账模式,这为传统采用买断模式的在线视频供应链带来了新挑战。针对由单一影视公司和单一视频平台组成的在线视频供应链,本文研究了买断模式和分账模式的适用条件,以及两种供应链模式下影视公司和视频平台的质量和价格优化决策问题。研究结果表明在线视频供应链的模式选择策略主要由市场基本需求决定,同时供应链模式亦会对影视公司和视频平台的质量和价格决策产生影响,忽视供应链模式的差异将导致影视公司和视频平台的收益受损。进一步地,通过与供应链收益共享模式的比较研究发现,影视公司的分成比例较高时,收益共享模式相对于买断模式和分账模式更具有优势,但现阶段仍缺乏普及应用场景。研究结论可为在线视频供应链的模式选择与优化决策提供有益管理启示。

With the rapid development of the online video industry,a new supply chain mode,called the account sharing mode,has emerged in practice.The traditional buyout mode and the account sharing mode are now the two mainstream online video supply chain modes.The account sharing mode has characteristics significantly different from those of the traditional buyout mode.For example,the revenue of a film and television company is not directly affected by the market demand under the buyout mode,but is directly affected by the market demand under the account sharing mode.Therefore,the emergence of this mode has brought new challenges to online video supply chains adopting the traditional buyout mode.This work addresses the following questions.How should film and television companies choose an optimal mode between the buyout and the account sharing modes?Which mode is more beneficial to video platforms and to online video supply chains?Most importantly,what are the optimal quality decisions of film and television companies and the optimal price decisions of video platforms under the two supply chain modes?Besides,the revenue sharing mode is one of the classic modes of the traditional supply chain,but has not been widely adopted in the online video supply chain.Hence,the feasibility of applying the revenue sharing mode to the online video industry is also explored.In summary,this work focuses on the selection strategy of film and television companies between the two,i.e.,buyout and account sharing,online video supply chain modes,the optimal decisions of supply chain members under the two modes,and the feasibility of applying the revenue sharing mode online video supply chains.For the two mainstream online video supply chain modes,a Stackelberg game model consisting of a film and television company and a video platform is constructed.The equilibrium solutions are found,the comparative analyses are conducted,the applicable conditions of the two modes are identified,and the optimal decisions of the film and television company and the video platform are obtained.The following major results are obtained.(1)The mode selection strategy of the online video supply chain is determined by the basic market demand.The film and television company should choose the buyout mode when the basic market demand is low,and should select the account sharing mode when the basic market demand is high.The account sharing price also affects the applicable range of the two modes.(2)The optimal quality decision of the film and television company and the optimal price decision of the video platform are positively correlated with the unit copyright price under the buyout mode,and are positively correlated with the account sharing price under the account sharing mode.(3)The expected market demand under the account sharing mode is lower than that under the buyout mode.In addition,this work also pointed out the different conditions under which each supply chain mode is more beneficial to the video platform and to the online video supply chain.The account sharing model is extended to the revenue sharing mode.The feasibility of adopting this revenue sharing mode is explored through a comparative study with the buyout and the account sharing modes.The results show that the revenue sharing mode is better than either the buyout or the account sharing mode for the film and television company when the share ratio is high.Moreover,the unit copyright price and unit distribution price also affect the applicable conditions of the revenue sharing mode.The revenue sharing mode will become an important online video supply chain mode with the popularity of the single-video pricing model and the improvement in the accuracy of revenue measurement of video orders supported by big data technology.This study also provides useful managerial insights for mode selection and optimal decisions for online video supply chains.(1)The supply chain mode has an important impact on the balanced profits of film and television companies and video platforms.Both of these supply chain members should consider factors such as basic market demand and account sharing price to actively strive for a mode that benefits both of them.(2)The expected market demand under the buyout mode is always higher than that under the account sharing mode.If the goal is to improve the popularity of video programs,film and television companies should adopt the buyout mode.(3)Although the revenue sharing mode currently lacks popular applications,it can achieve higher profits for online video supply chains under certain conditions.Therefore,a film and television company may consider adopting the revenue sharing mode if it adopts single-video pricing and can accurately calculate the revenue of a single video.