考虑内容特征和网络外部性的一体化网站定价与分销

Pricing and distribution of an integrated website considering content characteristics and network externalities

针对一体化网站的定价与分销问题,基于博弈方法构建了具有视频自制和播放功能的一体化网站与仅有视频播放功能的竞争网站组成的模型,研究了内容特征和网络外部性对一体化网站广告定价与视频分销方式的影响.结果发现,对于普通类视频,一体化网站总会选择独播,并且视频质量越高,一体化网站的广告定价越高.对于赞助类视频,一体化网站可以选择独播或非独播,取决于视频质量、单位嵌入广告收益等内容特征与观众效应、投放广告效应等网络外部性之间的相互作用.当一体化网站对赞助类视频选择独播时,视频质量越高,一体化网站的广告定价无论是相对于自身还是相对于竞争者网站均会提高.当一体化网站对赞助类视频选择非独播时,则与竞争者网站具有相同的广告定价.

This paper develops a model containing two websites:an integrated website with video producing and playing functions and a website with video playing function only,by using game theory to investigate the pricing and distribution of integrated websites.The influence of content characteristics and network externalities on advertising pricing and video distribution of the integrated website is explored.The results show that the integrated website always chooses to play the general videos exclusively,and the better the quality of the video is,the higher the price is.The integrated website may choose to play the sponsored video either exclusively or non-exclusively,depending on interactions between the content characteristics and network externalities.When the integrated website plays the sponsored video exclusively,the better the quality of the sponsored video is,the higher the price is;the price will be much higher than that of the competitor.When the integrated website plays the sponsored video non-exclusively,the price is the same as that of the competitor.