在线视频供应链的模式选择与优化决策研究  

Mode selection and optimal decision for online video supply chains

作　　者：蒋忠中[1,2] 李坤洋 何娜 JIANG Zhongzhong;LI Kunyang;HE Na(School of Business Administration,Northeastern University,Shenyang 110167,China;Institute of Behavioral and Service Operations Management,Northeastern University,Shenyang 110167,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110167 [2]东北大学行为与服务运作管理研究所,辽宁沈阳110167

出　　处：《管理工程学报》2022年第6期221-232,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71671033、71971052);中央高校基本科研业务费国家杰青培育项目(N2006006);辽宁省“兴辽英才计划”青年拔尖人才项目(XLYC1807252)。

摘　　要：在线视频行业近年来发展迅速,并在实践中产生了新的供应链模式———分账模式,这为传统采用买断模式的在线视频供应链带来了新挑战。针对由单一影视公司和单一视频平台组成的在线视频供应链,本文研究了买断模式和分账模式的适用条件,以及两种供应链模式下影视公司和视频平台的质量和价格优化决策问题。研究结果表明在线视频供应链的模式选择策略主要由市场基本需求决定,同时供应链模式亦会对影视公司和视频平台的质量和价格决策产生影响,忽视供应链模式的差异将导致影视公司和视频平台的收益受损。进一步地,通过与供应链收益共享模式的比较研究发现,影视公司的分成比例较高时,收益共享模式相对于买断模式和分账模式更具有优势,但现阶段仍缺乏普及应用场景。研究结论可为在线视频供应链的模式选择与优化决策提供有益管理启示。With the rapid development of the online video industry,a new supply chain mode,called the account sharing mode,has emerged in practice.The traditional buyout mode and the account sharing mode are now the two mainstream online video supply chain modes.The account sharing mode has characteristics significantly different from those of the traditional buyout mode.For example,the revenue of a film and television company is not directly affected by the market demand under the buyout mode,but is directly affected by the market demand under the account sharing mode.Therefore,the emergence of this mode has brought new challenges to online video supply chains adopting the traditional buyout mode.This work addresses the following questions.How should film and television companies choose an optimal mode between the buyout and the account sharing modes?Which mode is more beneficial to video platforms and to online video supply chains?Most importantly,what are the optimal quality decisions of film and television companies and the optimal price decisions of video platforms under the two supply chain modes?Besides,the revenue sharing mode is one of the classic modes of the traditional supply chain,but has not been widely adopted in the online video supply chain.Hence,the feasibility of applying the revenue sharing mode to the online video industry is also explored.In summary,this work focuses on the selection strategy of film and television companies between the two,i.e.,buyout and account sharing,online video supply chain modes,the optimal decisions of supply chain members under the two modes,and the feasibility of applying the revenue sharing mode online video supply chains.For the two mainstream online video supply chain modes,a Stackelberg game model consisting of a film and television company and a video platform is constructed.The equilibrium solutions are found,the comparative analyses are conducted,the applicable conditions of the two modes are identified,and the optimal decisions of the film and television company and

关 键 词：在线视频供应链 供应链模式选择 分账模式 收益共享模式 定价优化 

分 类 号：F273[经济管理—企业管理]