网络视频媒体独播节目提供模式与广告定价模式研究

Research on Network Video Independent Broadcast Mode and Online Advertising Pricing Model

通过构建网络视频媒体独播节目的最优决策模型,分析了独播节目的节目提供模式与嵌入式广告定价模式问题.研究得到当嵌入式广告采用CPM定价模式时:若嵌入式广告价格价较低,网络视频媒体应同时提供收费模式与免费模式的视频节目;若嵌入式广告价格较高,网络视频媒体应只提供收费模式的视频节目.当嵌入式广告采用CPC定价模式时:若嵌入式广告价格价较低,网络视频媒体应同时提供收费模式与免费模式的视频节目.两种定价模式下嵌入式广告价格的相对大小决定了网络视频媒体的节目提供模式.

By constructing the optimal decision-making model of the network video media solo program,this paper analyses the problem of the program Provision Mode and the embedded advertising pricing mode of the solo program.When CPM pricing model is adopted in embedded:advertisement,if the price of embedded advertisement is low,network video media should provide both free and charging,video programs;if the price of embedded advertisement is high,network video media should only provide charging video programs.When embedded advertisements adopt CPC pricing mode,if the price of embedded advertisements is low,the network video media should provide both free and charging mode of video programs.The relative size of embedded advertising price under the two pricing modes determines the program delivery mode of network video media.