Impact of social relationship on firms' sharing reward program

In order to make strategic decision on firms’ sharing reward program( SRP), a nested Stackelberg game is developed. The sharing behavior among users and the rewarding strategy of firms are modeled. The optimal sharing bonus is worked out and the impact of social relationships among customers is discussed. The results show that the higher the bonus,the more efforts the inductor is willing to make to persuade the inductee into buying. In addition,the firms should take the social relationship into consideration when setting the optimal sharing bonus. If the social relationship is weak,there is no need to adopt the SRP. Otherwise,there are two ways to reward the inductors. Also,the stronger the social relationship,the fewer the sharing bonuses that should be offered to the inductors,and the higher the expected profits. As a result,it is reasonable for the firms to implement SRPs on the social media where users are familiar with each other.

广告定向契合度和消费者隐私保护对媒体平台收益的影响

基于双边市场理论模型和博弈分析方法,分析了垄断、竞争2种环境下广告定向契合度和消费者隐私信息保护对媒体平台价格策略、均衡利润和广告商广告策略的影响,以期为媒体平台和广告运营商做出正确的管理决策提供理论参考.研究结果表明,垄断环境下,媒体平台的均衡广告价格不依赖于广告定向契合度和消费者隐私信息保护程度.竞争环境下,当广告商单归属时,随着自身广告定向契合度和竞争对手广告定向契合度的增强,媒体平台的均衡广告价格和均衡利润将降低,消费者隐私信息保护程度对媒体平台均衡广告量的影响取决于媒体平台自身广告定向契合度与竞争对手广告定向契合度的对比;当广告商多归属时,媒体平台的均衡广告价格、均衡广告量、均衡利润与自身广告定向契合度呈正相关关系,与竞争对手的广告定向契合度呈负相关关系.媒体平台在参与市场竞争过程中,应综合考虑其广告定向契合度等因素,在其成长的不同时期,审慎制定价格策略.