网络直播内广告投放及收入分成策略  

Strategies of Advertising and Revenue Sharing in Webcast

作　　者：胡娇 李莉[1] Hu Jiao;Li Li

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《企业经济》2023年第2期129-140,共12页Enterprise Economy

基　　金：国家自然科学基金面上项目“数据驱动的网络广告效应测评与投资决策研究”(项目编号:71771122)。

摘　　要：网络直播内广告市场具备两个特征:直播平台和主播共同提供直播内广告;直播平台决定广告收入分成,主播决定是否发布广告。基于此,构建一个包括直播平台、主播、粉丝用户和广告商的双边市场模型,分析这两个特征在决定平台的最优广告收入分成合同中的作用。研究结果揭示了一个有趣的倒“-V-”型动态结构,即直播平台关于不同广告估值的最优广告收入分成策略。当广告估值处于中等水平时,直播平台有动力通过广告渠道放弃更多的收入份额来补贴主播,以使两者从双渠道中获得较大的利润。在所有区域内直播平台和主播的最优利润都会随着粉丝转移成本的增加而增加。根据研究结论,直播平台应注重提升用户体验水平、加强平台内用户流量和广告转化率的精准监测,并与平台内主播建立长期有效的收益分成机制。The advertising market in webcast has two characteristics: live broadcasting platforms and anchors jointly provide live streaming advertising;live broadcasting platform determines the share of advertising revenue, and anchors decide whether to publish advertisements. Based on this, a two-sided market model including live broadcasting platform, anchors, fans and advertisers is constructed to analyze the role of these two characteristics in determining the optimal advertising revenue sharing contract of the platform. The results reveal an interesting inverted "-V-" shaped dynamic structure, that is, the optimal advertising revenue sharing strategy of different advertising valuations. When the valuation of advertising is at a medium level, the live broadcasting platform is motivated to give up more revenue sharing to subsidize the anchor via the advertising channel, so as to make both get a larger profit from the dual channel. In all regions, the optimal profits of live broadcasting platforms and anchors will increase with the increase of fan transfer costs. According to the research conclusions, the live broadcasting platform should emphasize on improving the level of user experience, strengthening the accurate monitoring of user traffic and advertising conversion rate in the platform, and establish a long-term and effective revenue sharing mechanism with anchors in the platform.

关 键 词：直播广告 双边市场 广告合同 收入分成 

分 类 号：F713.8[经济管理—广告]