用户会员选择与网络视频平台IP竞争多阶段进化博弈分析  

Multi-Stage Evolutionary Game Analysis of User Membership Selection and IP Competition of Online Video Platform

作　　者：李稚 彭冉 LI Zhi;PENG Ran(Tiangong University,Tianjin,China)

机构地区：[1]天津工业大学经济与管理学院,天津市300387

出　　处：《管理学报》2021年第7期1049-1057,共9页Chinese Journal of Management

基　　金：国家自然科学基金青年基金资助项目(72002153);国家自然科学基金资助项目(41971249);全国统计科学研究资助项目(2019LY41)。

摘　　要：针对网络视频市场需求不确定性和季播视频阶段性收益特点,建立视频平台IP版权竞争与用户会员选择的进化博弈模型。利用仿真模拟技术,设计多阶段进化博弈仿真实验,分析不同阶段时期视频平台对季播视频节目IP版权的购买策略和用户的会员选择策略。研究表明:单阶段,博弈双方进化稳定策略为(买断版权,双会员);两阶段,初期博弈双方策略未达到稳定均衡呈现波浪形跃动趋势,随着版权成本的降低,博弈双方可达到进化稳定策略(非买断版权,双会员);三阶段,历经前两阶段进化选择,博弈双方最终进化稳定策略为(非买断版权,单会员)。Based on demand uncertainty of online video market and characteristics of periodic income of seasonal video,this study establishes an evolutionary game model of IP copyright competition and user membership selection for video platform.By means of simulation technology,the multi-stage evolutionary game simulation experiment is designed to analyze the purchasing strategy and user membership selection strategy of video platform in different stages.The results show that the evolutionary stable strategy of both sides of game is(buyout copyright,double membership)in the single-stage.In the two-stage,the game strategies of two sides cannot reach a stable equilibrium state and present the undulating movement tendency.With the reduction of copyright cost,both sides of the game can reach an evolutionary stable strategy(non-buyout copyright,dual membership).In the three-stage,after the first two stages of evolutionary selection,the evolutionary stable strategy of both sides is(non-buyout copyright,single membership).

关 键 词：多阶段进化博弈 视频平台 会员用户 IP版权竞争 

分 类 号：C93[经济管理—管理学]