社会影响下网络视频平台的跨期提供策略研究  

Intertemporal provision strategy choices of network video platforms in the presence of social influence

作　　者：王文怡[1] 王顺洪[1] 郭强[1] 聂佳佳[1] WANG Wenyi;WANG Shunhong;GUO Qiang;NIE Jiajia(School of Economics and 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：《管理工程学报》2021年第6期128-139,共12页Journal of Industrial Engineering and Engineering Management

基　　金：四川省科技厅科技支撑计划项目(2015GZ0083-1);四川省软科学研究计划项目(2018ZR0351、2018ZR0362)。

摘　　要：本文基于网络视频剧集的两阶段播放周期特征,在视频新上线为免费播放的情况下研究更新完结后平台的策略转换问题。考虑消费者偏好程度和社会影响,分别建立不转换、转换为付费策略和试看策略三种收益模型。分析网络视频平台在不同策略下的最优广告嵌入量、视频价格以及平台收益,确定不同情况下平台的跨期策略选择。研究表明:社会影响下平台策略的实施条件会发生变化,而策略转换更依赖于消费者的偏好程度。社会影响会提高平台选择试看策略的可能性。当消费者对视频的偏好降低时,社会影响对平台策略选择的作用较小,免费策略或者试看策略为最优选择,付费策略是较劣选择;当消费者的偏好程度增加时,社会影响对平台策略选择的作用增强,付费或者试看策略为最优选择,免费策略是较劣选择。社会影响总是会增加免费策略和付费策略下的消费需求,但在试看策略下会抑制直接购买视频的消费需求,增加选择试看的消费需求。此外,在视频新上线阶段,社会影响可能会降低平台收益。For the past few years,network videos have become necessities,and gradually integrated into people’s work and daily life.And in the meantime,consumers are becoming more and more demanding on network videos,which gives the network video platforms pressure to make improvements on the operations of network videos.How to perform more efficiently to maximize its revenue under different circumstances and conditions becomes one of the most concerned issues for the network video platform.With the rapid development of network technology and social media,social influence has often been used as a strategic tool in solving the above problem,playing more and more important role in the operations of network video platforms.Consumers have become used to sharing videos with their friends or colleagues,or watching videos recommended by others on social network websites,such as Facebook,Weibo,Douban,Zhihu,etc.Consumers’willingness to pay for network videos are significantly affected by social influence.Base on the above background,this paper investigates the impact of social influence on the choices of intertemporal provision strategies of network video platforms in view of the characteristics of the two-stage broadcast cycle of online video series.Three interperiod strategy revenue models are built,that is,free-to-free strategy,free-to-paid strategy and free-to-trial strategy,based on the assumption that the video series can be watched freely in the newly launched stage,and the platform decides to change the provision strategy after the video series ends off in the second stage.Furthermore,another assumption is required that consumers’preference for online video series can be increased or decreased in the second stage due to the individual preference difference.We first examine the intertemporal provision strategies of network video platform in the presence of social influence,and the case where the video series generates no influence is also discussed to compare the results with the case under social influence.Consumers’

关 键 词：网络视频平台 社会影响 试看策略 付费策略 免费策略 

分 类 号：C93[经济管理—管理学]