网络视频服务提供模式与仿真研究  

Research on online video services provision model and simulation analysis based on search theory

作　　者：李子庆[1] 谭德庆[1] Li Ziqing Tan Deqing(School of Economics ＆ Management, Southwest Jiaotong University, Chengdu 610031, China)

机构地区：[1]西南交通大学经济管理学院,成都610031

出　　处：《计算机应用研究》2017年第9期2688-2691,2695,共5页Application Research of Computers

基　　金：国家科技支撑计划资助项目(2011BA207B02)

摘　　要：面对盗版视频进入市场,向用户提供付费模式视频节目还是嵌入广告的免费视频节目,是正版网络视频运营商在选择节目提供模式时面临的两难选择问题。基于搜索理论,研究发现用户搜索成本较高、广告价格较低时,运营商视频节目的最优提供模式为付费模式,并且正版运营商有激励提高用户的搜索成本,而当用户搜索成本大于临界值时,正版运营商将独占市场;而当用户搜索成本较小、广告价格较高时,运营商视频节目最优的提供模式为免费模式,当用户搜索成本小于临界值时,并且正版运营商有激励增加用户的搜索成本;而当用户搜索成本大于临界值时,盗版运营商将独占市场。正版运营商视频节目采用付费模式时,随着用户搜索成本的增加,其最优价格、用户规模、最优利润增加;正版运营商视频节目采用免费模式时,随着用户搜索成本的增加,其最优广告量、用户规模减少,而最优利润则先减少后增加。Any online licensed video operator needs to deal with the dilemma of adopting video program payment-based strate- gies and free video program with ad-based model when facing piracy. Based on the search theory, this paper showed the opti- mal provision model was pay-based model when users＇ search cost was higher and advertising price was lower. When users search cost was higher than critical value, the licensed operator monopolizes the market. The licensed operator had incentive to increase users＇ search cost; the optimal provision model was free video program with advertising when users＇ search cost was lower and advertising price was higher. When users search cost was higher than critical value, the pirated operator monopo- lized the market. The licensed operator had incentive to low users＇ search cost. When the licensed operator adopted paymentbased model, the optimal price, profits and user size increased with users＇ search cost. When the licensed operator adopted free viedo program with advertisment model, the optimal price and user size increased with users＇ search cost and profits first decreased and then incrased wtih users＇ search cost.

关 键 词：网络视频运营商 节目提供模式 搜索成本 

分 类 号：TP391.9[自动化与计算机技术—计算机应用技术]