网络视频媒体同步播出节目运营策略研究  

The Research on Operation Strategy of Synchronized Broadcast Program in Online Video Media

作　　者：李子庆 LI Zi-qing(School of Economics and Management,Huaiyin Normal University,Huaian,223300,China)

机构地区：[1]淮阴师范学院经济与管理学院,江苏淮安223000

出　　处：《中国管理科学》2021年第3期230-238,共9页Chinese Journal of Management Science

基　　金：江苏高校哲学社会科学研究基金资助项目(2018SJA1596)。

摘　　要：本文以两个网络视频媒体提供有质量差异的视频节目为研究对象,通过理论建模分析两个网络视频媒体节目提供模式与在线广告定价模式的最优选择问题。研究发现,在均衡条件下低质量网络视频媒体的用户只选择其免费模式的视频节目,低质量网络视频媒体应提供免费模式的视频节目且选择CPC广告定价模式,通过广告来获取得收益;高质量网络视频媒体的用户只选择其收费节目,高质量网络视频媒体应提供收费模式的视频节目,通过节目收费获得收益。低质量网络视频媒体的免费节目的用户规模要大于高质量网络视频媒体的用户规模,并且两者节目质量差异的缩小将导致两者的用户规模的差距扩大。本文的研究结论对已融合网络视频新媒体的传统电视媒体在制定节目策略时也有一定的借鉴意义。With the popularity of simultaneous program,little is known about the operating strategy of the Program.Two online video medias are taken to provide video programs with different quality as the research object,and the optimal selection of the two online video media program provision model and online advertising pricing model are analyzed through theoretical modeling.It is found that under equilibrium conditions,users of low-quality online video media only choose its free ad-supported program,and low-quality online video media should provide free video programs and choose CPC advertising pricing model to obtain revenue through advertising;users of high-quality online video media only select its paid program.High-quality online video media should provide video programs in the charging mode to obtain revenue through program charging.The number of users of free program on low-quality online video media is greater than the number of users of high-quality online video media,and the narrowing of the difference in program quality between the two will lead to a widening of the user scale between the two.The research conclusions of this article also have certain reference significance for the traditional television media that has integrated online video programs in formulating program strategies.

关 键 词：网络视频媒体 节目提供模式 广告定价模式 博弈论 

分 类 号：C931[经济管理—管理学]