基于连续时间模型的网络视频商业模式选择研究  

Study of Continuous-time Model for Online Video Business Mode Selecting

作　　者：李稚 谭德庆[3] Li Zhi;Tan Deqing(School of Economics and Management,Tiangong University,Tianjin 300387;College of Management and Economics,Tianjin University,Tianjin 300072;School of Economics&Management,Southwest Jiaotong University,Chengdu 610031)

机构地区：[1]天津工业大学经济与管理学院,天津300387 [2]天津大学管理与经济学部,天津300072 [3]西南交通大学经济管理学院,成都610031

出　　处：《管理评论》2020年第1期211-218,共8页Management Review

基　　金：国家自然科学基金青年项目(71602143);全国统计科学研究项目(2019LY41);天津市高等学校创新团队培养计划项目(TD13-5038)。

摘　　要：面对日益增长的网络视频需求,如何选择商业模式,以及如何在不同模式之间进行转换,已经成为网络视频运营商所关注的问题。以网络视频商业模式收费型与免费型为研究对象,考虑用户对视频选择的不确定性和情绪因素,建立连续时间收益模型。利用现代控制理论哈密顿方法,得到收费-免费模式的转换时间点,并确立最优的收费策略和免费策略。研究表明,视频收费价格和嵌入广告量均受视频推出时间和用户体验效用的影响。此外,视频用户对广告的厌恶度也会影响广告嵌入量。研究指出,当网络视频在连续时间内无限期播放时,纯收费模式或纯免费模式为最优策略,即保持单一商业模式可使运营商获利最大。As the demands for online video service increase intensively,the issue of how to select business modes and how to switch between them has drawn great attention of web video suppliers.This paper focuses on fee mode and free mode,and creates continuous-time revenue model of web video business with considering viewers’emotion,and uncertainty of selection.By applying the Hamilton maximum principle,the optimal charging and advertising levels are constructed and the optimal switching time point is determined.According to the model,the optimal charging price and the amount of advertise are influenced by strategy time and consumer experience utility.Meanwhile,viewer’s aversion level to advertising has a direct influence on the amount of advertise.Finally,assuming video is played in infinite continuous time,the model proves that the optimal profiting strategy is either fee mode or free mode,which means the unique mode will be most profitable.

关 键 词：连续时间 视频节目 收费模式 免费模式 

分 类 号：F272[经济管理—企业管理]